CBS All Access is getting a facelift, as executives have announced the platform will be rebranded as "Paramount+" come 2021. The news comes amidst the ongoing battle between massive subscription service powerhouses for viewers' attention, as major players include Netflix, HBO Max, Disney+, Amazon Prime, and - of course - CBS All Access.
ViacomCBS confirmed that CBS All Access will be rebranded as "Paramount+" starting 2021. This comes as part of ViacomCBS' initiative to offer a host of more diversified streaming content, including news, sports, and other related programming. Also, the company announced its intent to push Paramount+ into global markets as well, although it will begin its international marketing efforts with Australia, Latin America, and the Nordics.
ViacomCBS President and CEO Bob Bakish highlight that this is a change the company is incredibly "excited" about. For one, ViacomCBS is eager to solidify the Paramount brand and bring it to viewers throughout the world; Bakish states that he wants to draw on the brand's "sheer breadth and depth" to bring a programming experience that is like nothing viewers have seen before. Although CBS All Access' name change might raise a few eyebrows - especially as it seems to echo that of Disney+ - Bakish is undoubtedly correct that Paramount is a massive brand. Perhaps the rebrand will finally help CBS All Access receive the attention its programming portfolio deserves.
While there's no word on whether this name change will mean shaking up already existing programming housed on the platform, it's likely that CBS All Access' most popular shows - from Star Trek to The Twilight Zone - will remain on the site. If anything, it seems clear the change from CBS All Access to Paramount+ is being done to bring in new content while honoring the old. While this name swap is an interesting approach from CBSViacom, it's undoubtedly a smart one: with more and more subscription platforms popping up every day, the battle for supremacy has just begun.
Source: CBSViacom
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