Ten’s new subscription streaming service Paramount+ launches this week, replacing 10 All Access, with an expanded content library to compete in the local streaming market.
The service starts tomorrow with content from brands such as Showtime, Paramount Pictures, Nickelodeon, as well as local content and Australian football.
The platform enters a crowded streaming market but Ten head of programming Daniel Monaghan says its expanded catalogue will help it draw in subscribers.
“The breadth of content is what’s changed from what All Access was previously to now with Paramount+,” Monaghan tells AdNews.
“In the last year and a half, ViacomCBS has evolved into a huge global tent-pole offering across many brands. Paramount+ will have so many more key flagship brands than All Access did.
“It will have all the content All Access had, and it’s now the home of Showtime, it has MTV and Nickelodeon, Paramount+ Originals, which includes exclusively commissioned scripted and non-scripted shows, plus Australian originals. So there’s just so much more on Paramount, there’s quite a powerhouse of brands on there.
“We’ll certainly acquire third-party content as well, premium scripted and unscripted programs, from around the world.”
Paramount+ Original film Infinite starring Mark Wahlberg will be available on the platform
Paramount+ will target all age groups in an attempt to grow subscribers when it launches, moving away from Ten’s focus on younger audiences. Monaghan says access to global content, such as Latin American and British shows, will give it even more diversity and appeal.
Additionally, senior vice president, head of streaming Liz Baldwin says its low price point, at $8.99 a month, will help it compete in the market. Netflix is available from $10.99 a month, Stan and Binge from $10 a month, and Disney+ from $11.99 a month in Australia.
“Our pricing is very competitive,” Baldwin says.
“We're launching at a very sharp price point so with people being very budget-conscious right now, our price point certainly is designed to make it as attractive as possible together with the content.
“The research we've seen suggests that most households either have or are open to having two to three streaming services so we absolutely see our offering as being part of a household repertoire.”
Australian comedy Five Bedrooms is also available on Paramount+
Paramount+ is also investing in local original content to boost its appeal to Australian users, and Monaghan says it will continue to look at sports rights in the future. Following two broadcast deals earlier this year, matches from the A-League and W-League, as well as national team matches will be shown on Paramount+.
“We want sports that are synonymous with our brand or fit really nicely and football does that, it’s such a family offering,” he says.
“We will always look at other sports going forward, but at the moment we're excited to launch with the football.
“For local content commissions, we’re very invested. We’re obviously a huge spender in the market on Ten and we plan to be on streaming.”
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