10 All Access to rebrand as Paramount+

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 16 September 2020

ViacomCBS will rebrand its subscription video-on-demand platform, CBS All Access, to Paramount+, which will see 10 All Access rebranded under the name next year.

ViacomCBS says the global rebrand will create a “cohesive global consumer brand” which will be the exclusive home of Showtime premieres, including First Ladies, starring Viola Davis playing former first lady Michelle Obama.

ViacomCBS will also create three new original series for Paramount+ in Australia, including a spy drama Lioness, marking the first original for Paramount Television on the service.

This programming will join 10 All Access’ current library of more than 10,000 episodes and movies from CBS, CW and Network 10, as well as original series such as The Good Fight, The Twilight Zone, Why Women Kill and Tell Me A Story.

“The rebrand of 10 All Access to Paramount+ confirms its place in ViacomCBS’ global streaming network which will carry iconic ViacomCBS library content,” says Beverley McGarvey, chief content officer and EVP of ViacomCBS Australia.

“As we continue to build out our multi-platform offering and with a firm focus on building our streaming offering, we’re really thrilled to be bringing the Paramount+ brand to local audiences.”

10 All Access originally launched in December 2018 for $9.99 a month.

“With the global launch of Paramount+ we are poised to become as powerful a player in streaming as we are in TV,” says David Lynn, President and CEO, ViacomCBS Networks International (VCNI).

“VCNI is focused on building a meaningful, global brand presence in our key markets, generating material advertising, subscription and licensing revenue from streaming.

“By leveraging the iconic Paramount brand, leading edge infrastructure from ViacomCBS along with an incredible, super-sized pipeline of must-see content, Paramount+ will deliver an exceptional consumer entertainment experience and significantly disrupt the streaming industry.”

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