Media agencies like the strong “curated” content schedule of Paramount’s 2023 Upfront.
Paramount Australia and New Zealand (ANZ) revealed a wealth of new and returning content to hit 10's screens at the end of this year and throughout next year.
New content included property Location, Location, Location, cooking with Dessert Master, comedy with Taskmaster and cute with Dogs Behaving (Very) Badly.
Sarah Keith, group managing director, Involved Media and Active International Australia: “Paramount/10 showed great focus as a content-rich entertainment business and they really leaned in hard on the Paramount branding, heritage and content.
“Positioning The Bachelor, Gogglebox, I’m A Celebrity…Get Me Out Of Here!, Have You Been Paying Attention and MasterChef as “old favourites” was clever, as it clearly reminded people what they will deliver.
"They also demonstrated a laser-like focus on what they called “curated content”, that is, a strong schedule and the “content flywheel”, ensuring there are no gaps in the schedule.
“Their breadth of content for Paramount+ – utilising Paramount’s catalogue – was a positive surprise.
“Hunted did a lot of the heavy lifting throughout the presentation, being used as the opening sequence and featured throughout.
“The curated line-up, that is, the old favourites, looks strong and is very much positioned as premium. The Challenge Australia and Taskmaster Australia both look interesting. The comedy line-up for 2023 including Gogglebox, Have You Been Paying Attention?, The Cheap Seats and Taskmaster will build on 10’s comedy credentials. The network definitely feels a lot more fun than we are used to from TV networks.
“It was interesting to see the A-League being so downplayed. That was disappointing, particularly when it’s a World Cup Year and the FIFA Women’s World Cup will be here in 2023. And I would have liked to see more a detailed explanation of the how their new partnerships with Innvoid and Samba will work for clients.”
Craig Cooper, chief investment officer at Carat Australia: “The Paramount upfronts was again another slick presentation from the local team, with their well-rehearsed archetypal format.
“Hosted by Chrissy Swan & Abbie Chatfield, it added a slightly newish tone, whilst still maintaining a clear focus on tried & tested programming formats.
“Unlike its competitors, the clear theme of Entertainment was a strategic point of difference and an area in which Paramount historically performs well within.
“The announcements of the Pluto TV platform and Samba TV should be applauded, given the emphasis throughout the presentation was firmly centred around their ability to ‘see tomorrow’.”
Vanessa Starr, head of client service, Frontier Australia: “Paramount 2023 Upfront exploded out the gates with a polished and fun presentation rooted in “See (ing) tomorrow”. Unveiling a slew of new ad tech partnerships that showcased their focus on being more dynamic, interactive, and measurable than ever before.
“It is evident that Paramount in 2023 is about delivering premium content on all channels for the full 52 weeks, world class ad tech and the growth of Paramount+. The announcement of the launch of Pluto TV broadens the depth and reach of Paramount delivering more ‘fans in the ecosystem’ and will be interesting to see roll out, but we were also hoping for some Paramount+ ad opportunities.
“Whilst we are keen to understand the detail behind some of their new ad tech offerings to fully understand the promise, on paper these all show potential and anything that allows greater depth of measurement and creative possibilities is a win.
“I was surprised at the decision to delay ‘I’m A Celeb’ and truncate MasterChef across winter and it will be interesting to see how that plays across a busy mid-year.
“It would be good for Ten to claw back some momentum in Q1 and it will be interesting to see how “The Bachelors” delivers that for them. Content wise the focus on the depth of their schedule ensures that there is some great new content filling their coffers alongside those familiars standbys such as Survivor and MasterChef.
“Great to see with international travel opening those old standbys can go back to being shot around the world such as Survivor in Samoa and I’m A Celeb in Africa rather than the Blue Mountains.
“Ultimately it’s a confident Paramount heading into 2023 with a more consistent reliable line-up than ever before, still firmly focused at the core of their young viewers wrapped in some new interesting new ad tech opportunities.”
Yasmin Sherif, business manager, Alchemy One: “With a bigger focus on its streaming platform for next year, Paramount is continuing to play to its strengths and targeting younger audiences with a huge line-up of content for 2023.
“This includes family favourites such as Have You Been Paying Attention, Gogglebox, Would I Lie To You, and more, as well as re-vamped programs such as The Bachelors featuring three bachelors first for the time ever.
“Paramount also announced an ad-supported version of Paramount+ will be launched in the near future, as well as Pluto TV. With the addition of these free streaming services to their ecosystem, it begs the question - are they spreading themselves too thin while trying to cover all their bases?
“Like Seven, Paramount is also introducing an ecommerce platform, The Checkout, which connects viewers to brands in real time when they are ready to buy. It would seem that the network is attempting to shift perceptions from a pure awareness channel to a full-funnel offering with the help of Innovid and KERV Interactive.
“In 2021, Paramount promised a line-up of new product offerings, including a dynamic buying model and happy hour; unfortunately, we saw little of this materialise. Although the programming slate was impressive, it would also have been great to see how Paramount aimed to support media planners and buyers through improved automation.”
Sue Cant, head of media, Affinity: "The announcement of the launch of Pluto TV here in Australia is an interesting one for marketers. If the opportunity is to boost local programming by lifting channels from the global ad-supported services and complement Paramount+, isn’t it ‘just another streaming service’ and do we really need it? There’s no doubt the audience is there for it, but it will be interesting to observe the fragmentation it might cause after the success of Paramount+ in 2022 and also 10play in the future – hopefully there’s room for them all, but I’m not so sure.
"The launch of an Australian-first partnership with Twitter of The Checkout, sees Paramount coming into the ecommerce ‘shopability’ fold. Audiences can now transact on the platform and purchase products and merchandise from shows like Masterchef. This gives another avenue for advertisers wanting to get product directly into their audiences hands, but I’m keen to understand further the measurement around this and what the take up would be, given uptake has been relatively slow so far across competitive ecommerce options to date.
"A strong Upfront from Paramount, once again cementing they’re the heartland for Entertainment for the under 50s. Bringing back their winning formula programming such as Masterchef, I’m a Celebrity, Have You Been Paying Attention and Gogglebox as well as returning the Hunted fresh from it’s amazing launch season this year. Some great new additions with the Masterchef spin off,‘Dessert Masters’, The Challenge Australia (think Survivor, with Athletes and Olympians vs MAFS bride and make-up artists!), and lots of Aussie homegrown dramas. Being a crime/thriller fan, I’m especially keen to see the new ‘North Shore’ series. And being a Brit, looking forward to the Australian version of the UK hit, Task Master coming to the screens.
"I’m not completely convinced with the evolution of the Bachelor, in 2023 we’ll have The Bachelors – yes three Bachelors vying to find their ‘one’, three sets of drama, drama, drama! And the other spin on this?... all three will also start with an Engagement ring too, hoping to have their proposal accepted by their chosen lucky lady at the end. Hmmm, feels a little like it should be followed by a “Married-a-bachelor-after-several-sights-MAFS-esque” program to me – but then this is why I don’t work on programming production! Happy to be proven wrong on this one.
"For agencies and marketers looking for breadth of great content, production and entertainment in key primetime, across multi platforms for the under 50s, then it has to be the ‘mountainous’ Paramount!"
Jamie Nelson, national trading director, Howatson+Company: "In terms of what stood out, an investment into Sustainable Screens Australia, a suite of new data partners and the emphasis on new local reality and drama formats.
"Paramount+ got plenty of airtime which was expected, where the “fastest growing streaming service in Australia” was mentioned from multiple speakers. An important path yes, however what was lacking was a mention of their scale. Other networks typically hang their hats on this, given the continually growing BVOD audience.
"For the year ahead, there is clearly a fresh outlook given major tentpoles return, some with a ‘twist’. New reality formats should perform well in their debut season; however the critical part is how Paramount will maintain the formats’ audience into the following year. Their improved data suite highlighted a purposeful investment to keep buyers attracted to their targeting needs.
"Overall, Paramount+ exemplified an investment into exclusive local content with Undressed and Last King of the Cross, and major blockbuster movies. Local content is critical to the success of Paramount+, so a continued effort through the year will grow audience and entice buyers."
Jane Combes, head of trading, OMD Sydney: "Paramount’s ‘We See Tomorrow’ theme brought to life their desire to step into the future. Into the future as the new owners of Ten, cementing their place in this market as a global powerhouse, with a local lens. Their ‘mountain of content’ was evident in the platforms and distribution channels in their ecosystem.
"They peppered in a shout out to their wide service offerings, not just delivering content to consumers, but delivering merchandising and events. I think the scale and scope a partnership could deliver with Paramount is huge. With the right brief, the right audience and the right client, the array of touchpoints is impressive.
"Whilst there was a focus on content, they moved beyond that into personalisation, data, omnichannel planning and cross screen measurement. They clearly believe that a diversified offering of content, capabilities and platforms will deliver.
"The opening really set the tone for what’s to come. Not just culturally, but in our industry, there is a shift coming that will require us to re-evaluate how we act in market around sustainability, culture, diversity and social governance as a whole. The references to this at certain points in the presentation demonstrated this shift is on Paramount’s radar and we will see this starting to play an even bigger role across the industry as we move into 2023. It is no longer just about the product that media owners have to sell, but the practices they have in place to deliver it.
"From a content perspective, Paramount concentrated on what they do best – reality, comedy, a little drama and a little news. Their new formats definitely drew in interest. Rodger Corser’s The Traitors is a particular call out. It’s good to see new content continuing to land, rather than purely relying on solid past performers. I think the market has moved on from playing it safe. This played into Paramount’s future focussed theme. A strong mix of new content, refreshed favourites and solid performers.
"The Bachelor’s were definitely met with interest in the room, re-vamping the format to drive incremental interest, and the shift to a January 2 start date is a bold move that will hopefully set them up for success right off the bat in Q1. Masterchef’s shortened series with a ‘secrets and surprises’ theme should also reinvigorate fans, along with their Dessert Masters spin off. The 1930 timeslot looks particularly strong in H2 with Hunted returning for another year, along with The Masked Singer and The Real Love Boat. Paramount isn’t reinventing the wheel with their slate for next year, but they are making sound choices on programs that are generating interest / already performing, and banking on some returning favourites.
"Finally, the move away from individual channel references and into data capabilities, tech, emerging ad platforms and personalisation all talk to the merging and blurring of individual station lines. It’s no longer about the main channel vs 10Play vs Paramount+ or 10Shake. It’s clearly about delivering content that audiences want to consume. If it’s good enough, they’ll find it. And if the market is forward thinking, those audiences will then be served with a personalised ad at the right point of the funnel, delivering results back to brands."
Elizabeth Baker, chief investment officer, Zenith: "Paramount’s presentation was in some ways reminiscent of upfronts past, where the hero was largely the content itself – all presented with the usual razzle dazzle, celebrity, and a pleasing number of sizzle reels.
"It was great to get an in-depth feel for all the new and returning programs, either about the launch or hitting the various screens and platforms in 2023.
"The Ten network has had a history in investing in a significant amount of new content and moving forward – boosted by the scale of Paramount Global – this approach appears to be no different, with a raft of interesting-looking and entertaining-looking new properties ,including The Traitors, The Challenge Australia, Taskmasters, Dessert Masters and Location Location Location, to name a few.
"It is good to see fresh content, as well as the freshening up of older formats. The decision to shift I’m A Celeb to sit well and truly within the official ratings season is a smart move, as is backfilling that space with The Bachelors.
"However, unlike presentations of old, the show was not all about Ten, but the strength of the entire Paramount Suite – 'We are no longer just 10, we are 10 Play, MTV, Nickelodeon, CBS, Showtime, Paramount+, we are merch and live events'. The key message was that Paramount has a strong marketing platform that offers advertisers full funnel opportunities.
"There was a strong focus on connected TV and how a swathe of new partnerships with global tech businesses (Innovid, KERV, Samba TV) and enhanced partnerships with other communications businesses (Twitter) will help facilitate digital advertising innovation, consumer interaction, better targeting and reach optimisation across screens, as well as e-commerce opportunities – partnerships that will help provide solutions for clients now and into the future. “We see tomorrow”.
"Sustainability was high on the agenda with Paramount announcing they are the first Australian broadcaster to join Sustainable Screens Australia as seed-investors and will deploy best practice in their productions in 2023.
"Another key announcement was the launch of Pluto TV on 10 Play which will expand Paramount’s free streaming offering to Australian consumers and importantly give us agencies and advertisers more inventory options, increasing our ability to reach elusive audiences in premium environments."
Emma Wood, Group Investment Director, PHD Australia: "Although there has been different ownership of the Ten brand over the years, there is consistency in the brands’ core positioning 'compelling content that reaches the under 50’s'. Under Paramount, Network 10, 10Play, MTV, Nickelodean and Paramount + sit together in one 'house', with the aim of bringing local content backed by a global powerhouse that can "see tomorrow".
"Paramount promises to deliver the most sought after content for the discerning younger audience through new programming and returning favourites whilst committing to Sustainability through Sustainable Screens Australia, a highly appealing proposition given the ongoing need for brands to evolve in this space - something that hasn't really been a focus in 2023 Upfronts to date.
"Paramount + and Pluto streaming services allow advertisers more ways to connect with those hard to reach consumers in shoppable and targeted formats, the addition of INNOVID adds to the curated content element and allows brands to create a connection to consumers.
"There will be a shake up over summer with The Bachelor(s) set to launch in January and consistent performer 'I’m A Celeberity' moving into Easter which is an interesting strategy and a bit of risk involved given the audience volatility we have seen over this period due to the sport dominance.
"With the backing of CBS Sport, I expect there will be more to come on the Paramount sport offering which will bolster the A-League proposition but hopefully it's not too late given the annual cycle of holistic planning and investment strategy needs for brands."
Lucy Formosa-Morgan, Managing Director, MAGNA Australia: "Paramount always puts on a good show with plenty of razzle dazzle & they didn’t disappoint again. Whereas Nine’s up-front was all about the reach and scale they can offer advertisers, Paramount’s was all about their content slate, across all channels (FTA, STV and Digital).
"With proven performers returning such as Masterchef, Survivor, I’m a Celeb, Gogglebox, Have You Been Paying Attention and this year’s new hit Hunted, they also announced a smorgasbord of new shows and formats too, including a local version of Taskmaster, Dessert Masters and a handful of local dramas (North Shore, Paper Dolls). I can’t imagine all the new programming will return for a second season but there’ll certainly be some keepers in the schedule and shows that will bring in solid numbers against key demographics.
"The lack of a key sporting code (yes there’s soccer but it just doesn’t pull in the same numbers as the NRL, cricket or AFL does) continues to be Paramount’s Achilles heel though.
"They reeled off a number of different data and tech partnerships at pace, aimed at increasing their scale, the ad format options on offer and offering advertisers the ability to personalise their messaging. It’ll be interesting to hear more on PlutoTV over the coming weeks to gauge the depth of content they’re bringing to market there and assess the stickiness of the offering for consumers and advertisers alike.
"For me, Paramount is firmly positioning itself as the light-hearted reality-heavy entertainment network."
Seb Rennie, CIO, GroupM: "Paramount showed a varied content slate, new platforms and plenty of personality across its portfolio. There was plenty of familiarity for advertisers and audiences, with a fresh shake up.
"As Jarrod Villani, Chief Operating and Commercial Officer, said: The network is ‘no longer ‘just’ Ten’. Paramount are “Bringing global local”. The balance between global and local is smart and well articulated for partners and advertisers. Paramount’s global advantage was nicely balanced with local content and innovation. This advantage also extends to opportunities beyond the previous linear/BVOD offering - Paramount is home to movies, merchandise, multiple platforms and more which lends itself to enhanced opportunities on the table for local Advertisers.
"In a content sense as part of their “mountain of content” they announced a plethora of updates including new programming, returning Aussie favourites and changes to key timeslots. It also showcased strong global content. There’s a lot of fun to be had for audiences with the new Bachelor format, a new timeslot for I’m a Celebrity and tense thrillers Hunted and Traitors.
"Paramount’s tech and new platform evolution continues with 4 new partnerships and ad products announced that will be interesting to see come to life. Particularly Paramount’s Twitter partnership The Checkout which provides a real-time connection between what audiences see on TV, social, and shopping. Social Commerce is a growing trend across APAC, and one to watch.
"The launch of Pluto is big news, and whilst advertising pricing and models are yet to be released, along with an exact start date, it is an exciting development for both Paramount and advertisers.
"Media Decarbonisation is a priority for GroupM and many of our advertiser partners, so Paramount’s early investment in Sustainable Screens Australia is a welcome move."
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