ViacomCBS shifts toward Paramount brand name

(Logo: Paramount Global/Graphic: The Desk)

ViacomCBS is going all in on the Paramount brand.

On Tuesday, company executives announced the international media company will be known as Paramount Global — which the company says can be shortened simply to “Paramount” — leaning heavily on the recognized brand name of its acclaimed film and television studio and distribution arm.

“Paramount is an idea: A promise to be the best,” Shari Redstone, the non-executive chairwoman of Paramount’s Board of Directors, said in a press release. “That promise has always been at the center of what we aspired to build as the steward of more than a century of cinematic excellence, and with businesses and brands that have defined and redefined entertainment for generation after generation.”

Redstone said the company had made “enormous progress,” which will continue as Paramount seeks to further distribute its flagship streaming service Paramount Plus in more countries. The service, a relaunched version of CBS All Access, is available in several countries outside the United States. Paramount says the streamer will arrive in France later today.

In addition to further expansion of the service, company executives said more content will soon land on Paramount Plus, including a relaunched version of the adult animated series Beavis and Butt-Head (the full 200 episode catalog, which has not previously been available since the show ended its MTV run in the 1990s, will also land on Paramount Plus).

Internationally, Paramount says it will offer the full catalog of the Comedy Central animated series South Park in 2025, ending its run on HBO Max that year. The show will debut for Paramount Plus subscribers in other countries later this year. Several special episodes of the show have already been made available on the service in the United States and elsewhere.

In addition to its broadcast and cable channels in the United States, Paramount operates the television network Channel 5 in the United Kingdom, Network 10 in Australia, Super! in Italy and regional variants of its MTV, Comedy Central and BET networks.

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