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CBS All Access is set to become Paramount Plus next year because branding is tough

Disney has Disney Plus, Apple has Apple TV Plus, and now ViacomCBS is about to have Paramount Plus.

ViacomCBS announced that it would rename its CBS All Access streaming service to Paramount Plus in early 2021. As part of the rebrand, Paramount Plus will also receive five new original series from various verticals across the company, including Paramount, CBS, MTV and BET. Some new titles include The offer, a 10-episode mini-series scripted on the creation of Francis Ford Coppola’s The Godfather, a new iteration of MTVs Behind the music, and a resuscitation of The game. In addition to the new series orders announced today, ViacomCBS plans to bring more than 30,000 additional episodes and movies from its various content houses to the streaming service.

Now the obvious question here is why Paramount Plus? Paramount is a famous movie studio, but it does not have the same kind of weight and affinity among consumers in general as Disney does. Plus, Paramount doesn̵

7;t exactly scream “for the younger generation,” as ViacomCBS executives reportedly want it to be. The whole reason for the name change is allegedly because executives thought the CBS brand would not bring in new younger subscribers. They probably are not wrong!

There are a few reasons why I get Paramount Plus. If we look at ViacomCBS’s brands, there are far more consumer-friendly names like Nickelodeon, Showtime, BET and even MTV. But Showtime already has a streaming service, and so does BET. Nickelodeon and MTV are beloved, but they also risk alienating a whole host of potential subscribers who might watch Nickelodeon and think “kids programming” or MTV and think “reality TV shows” or “content that I would not pay $ 10 for. the month before. ”If ViacomCBS want to To use one of the staples in the name, Paramount is recognizable, more accessible and probably the best option. Not to mention that Paramount Plus is already the name of the streaming service in parts of Europe.

Other than that, I would argue that ViacomCBS does not need a brand in its name. Again, Paramount in 2020 is not Disney. It’s not HBO or Warner Bros. Why not drop CBS in All Access and just rename it All Access? The switch reminds me of when Viacom bought Paramount in 1994 and decided to rename the iconic book publisher Simon & Schuster to Paramount Publishing, only to change it back a few months later.

It would be a thing if the Paramount name would get people to sign up because Paramount is synonymous with big franchises by 2020. Franchises like Marvel, Pixar and Lucasfilm are synonymous with Disney (along with Disney live-action and animated films) , so Disney Plus works. How many people walk around and walk, ”Oh right, the studio I closely associate with Impossible mission, Transform, and the hedgehog Sonic movie. ”

See, branding is difficult (see everything related to Microsoft’s upcoming Xbox launch). I’m not trying to say that it’s easy to come up with a perfect name. That’s why there are so many pluses and maxes in our streaming world. Who knows, maybe people have a much bigger affiliation with Paramount abroad, where ViacomCBS wants to expand its service. However, it makes me appreciate when a peacock rolls around – a streaming service that relies on lots of different NBCUniversal brands that may not stand out on its own, so a new name associated with the network is used instead.

Still, all this is far to say: your CBS All Access streaming service will be Paramount Plus in 2021.

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