Paramount Channel Latin America, Viacom’s all-movie 24-hour basic cable network in the region, marks its first anniversary this weekend with a marathon of emblematic Paramount films such as “Mission Impossible 2,” “Forrest Gump” and “A Beautiful Mind” to complement the launch of a new branding campaign.
“We wanted to revamp the look and feel of the channel with new graphics, fillers and promos; give it a fresh and contemporary look to appeal to our main target audience of 35+,” said the channel’s Senior VP and Brand Manager Federico Cuervo.
Now reaching up to 28 million households through major MSOs across the region, Paramount Channel is one of the few channels that offer only movies, 24 hours a day. Paramount Channel’s more direct rivals in the region would include movie channels Megapix in Brazil, and Fox-owned Cinecanal and Film Zone.
The channel reported its strongest ratings in Mexico and Brazil last month, with double-digit growth among the 35+ and 50+ demos. Paramount Channel will be expanding its programming offer to 600 titles with such notable pics as “All the King’s Men,” “Saving Private Ryan,” “Munich” and “Gangs of New York.”
While lineal TV watching continues to be strong, especially in Mexico and Brazil, “we need to evolve with the times,” said Cuervo, who adds that Paramount Channel is further developing its app and launching a dedicated VOD Player at some point next year.
Despite a saturated market, Paramount Channel serves a growing trend in co-viewing habits where more families tend to watch movies together at home.