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Will Paramount + be a mountain or a flood?

NEW YORK (AP) – Paramount + debuted on Thursday as the latest streaming version from a major media company, this time from ViacomCBS. There are bets that consumers are ready to add this one paid streaming service to an increasingly crowded field.

Its sponsors hope that a large number of offers – live sports – news, reloading of features such as “Frasier”, “Rugrats”, “Star Trek”. Discovery »օրինակ Original shows like ViacomCBS will fool viewers. But its relatively late entry into the competitive landscape ացում $ 4 price increase compared to its predecessor, CBS All Access, could make it difficult to sell.

“Paramount + is facing a mountain of challenges,” said Tim Hanlon, CEO of Vertere Group, playing Paramount +, “A Mountain of Fun.” (Paramount’s iconic iconic feature, you guessed it, is a mountain, and the broadcaster’s recent ad campaign featured a number of show-climbing show heroes).

Over the past year and a half, more and more streaming services have debuted to challenge the ruling triumvirate of Netflix, Hulu, and Amazon Prime. Disney + launched in late 2019, followed by WarnerMedia’s HBO Max and NBCUniversal’s peacock և Discovery +.

In a sense, ViacomCBS is a pioneer. CBS, then a separate company, debuted at CBS All Access in 2014.

But Paramount + may have a problem with brand awareness, says Hanlon. Most people associate the name Paramount with the mountain calling card that appears before movies. “Most consumers have very little understanding that Viacom, Paramount and CBS have the same parent, so the marketing team has a lot of work to do,” he said.

Second, pricing can leave some heads scratched. The ad-free rate for Thursdays is $ 10 per month. That’s $ 4 more than CBS All Access, though the new service will offer a lot more content, including live news և sports. The $ 5 monthly ad will launch in June, but will not include live local CBS stations offered by CBS All Access. Showcom և BET +, both owned by ViacomCBS, will remain separate subscription services.

Still, the service has some potential advantages over others. CBS All Access, Showtime և BET + now have almost 30 million subscribers, some of whom will switch to Paramount +. ViacomCBS expects these services to reach 65 million subscribers by 2024, with most of the growth coming from Paramount +.

ViacomCBS plans to increase investments in cash flow from $ 1 billion a year to at least $ 5 billion a year by 2024. It will feature 36 original shows in 2021, including the “60 Minutes” “60 Minutes +” documentary series, the making of “The Godfather”, the rerun of MTV “The Real World”, which reunites the 30-year-old New York cast և , based on the films “Fatal Attraction” and “Flashdance”.

“Viacom really has all the assets it needs to run a thriving business,” said Brian Wieser, GroupM’s Global Business Intelligence President. “Significant contributions to original programming draw people to the platform. And the deep library makes people stay. Put the two together միասին you can have a viable successful service. ”

But they may not take the bold steps to stand out, says Colin Gillis, research director at Chatham Road Partners. ViacomCBS reported that some of the studio’s films, including “Mission. Impossible 7 և “A Quiet Place Part II”, after 45 days in theaters, will switch to its new streaming service, Paramount +. But that’s not as bold a move as HBO Max did, releasing their 17 HBO Max movies the same day they hit theaters.

“This kind of strategy, plus market lag, is very similar to the ‘me too’ movement,” Gillis said. “If they want to act like a second-tier streaming service, they do a fantastic job.”


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