Paramount+, the new streaming platform owned by audiovisual media multinational ViacomCBS, has just launched in Latin America (18 countries), the United States and Canada. The aggressive launch campaign being implemented in Latin America includes mainstream media and social network advertising, open-air events, special programs on TV linear channels belonging to the group and partnerships with telecommunications operators, other streaming services, as well as purchasing and payment systems. Paramount+ is accessible through a web browser at www.paramountplus.com and via iOS and Android apps.
“Unique stories, iconic stars, a mountain of entertainment,” Paramount+ motto goes. In Latin America, the OTT offers over 5,000 hours of content including 8,000 episodes and more than 100 blockbuster movies. The catalog comprises Showtime, CBS Television Studios and Paramount Pictures titles, Paramount+ originals, as well as MTV, Nickelodeon, Comedy Central and Telefé shows. In addition, the new service will feature Latin American productions. “Through ViacomCBS International Studios, we can deliver premium, local Spanish-language content to create a truly global and local experience for audiences,” said JC Acosta, President of ViacomCBS International Studios & Networks Americas. There was a previous Paramount+ service in the region, which has been replaced by this new platform operating under the same brand.
ViacomCBS will hold open-air shows with the aim of celebrating the arrival of Paramount+ and making the new proposal known to the public. On March 4 it is to hold mapping shows at Ibirapuera Auditorium in Sao Paulo (Brazil) and at the School of Law of Buenos Aires University (Argentina). A 300 drone light show will light up Mexico City’s night sky on March 5.
The launch campaign also involves ViacomCBS’s linear TV channels: MTV, Nickelodeon, Comedy Central and Paramount Network (Pay TV) and Telefé de Argentina (Free To Air TV). These channels will deliver special programming related to the new OTT’s original content. On March 4, Pay TV channels will deliver a block called Invasión Paramount+, which consists in a full day devoted to showing the main titles featured by the new platform.
Pluto TV, the company’s free ad-supported streaming service, is also contributing to the campaign by opening a special channel called Paramount+ Presenta, which will show a selection of the OTT’s prime content for one month.
As far as partnerships are concerned, ViacomCBS noted: “The service will also have broad distribution on major partners, including Apple, Amazon’s Prime Video Channels in Mexico and Brazil, Claro Video, Mercado Libre, Izzi, Megacable, Total Play, Claro Brazil, Vivo, Oi, Incomm and Dish”. The list also includes Colombia’s HV Multiplay and Mexico’s StarTV and Cinépolis Klic.
The monthly fee varies across countries:
-Mexico: MXN 79 (USD 3.8)
-Argentina: ARS 299 (USD 3.3)
-Brazil: BRL 19.9 (USD 3.5)
-Chile: CLP 3,199 (USD 4.4)
-Colombia: COP 13,900 (USD 3.8)
-Peru: PEN 14.9 (USD 4.1)
-Bolivia: BOB 34.4 (USD 5)
-Paraguay PYG 28,900 (USD 4.3)
-Uruguay: UYU 159 (USD 3.6)
-Costa Rica, Ecuador, El Salvador and Panama: USD 4.99
