Viacom to Rebrand Spike TV as Paramount Network

Viacom to Rebrand Spike TV as
Courtesy Viacom

Viacom will rebrand Spike TV as Paramount Network. Sources tell Variety that the move is part of a new company-wide strategy set to be unveiled by CEO Bob Bakish Thursday.

Currently a home to series such as “Lip Sync Battle,” Spike, led by executive Kevin Kay, is envisioned post-rebranding as a hub that will aggregate some of the best material from Viacom’s other brands, including CMT and TV Land, which Kay gained oversight of in a move last week. But Viacom insiders insist that the company is not planning to shut down any of its struggling cable channels yet, as NBCUniversal did last month with Esquire Network.

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The Paramount Network branding is consistent with Bakish’s vow to better align studio Paramount with Viacom’s cable channels. “A big part of our future is better integrating Paramount into the company and connecting it more to the work we do across media brands,” Bakish told employees last month at party marking the opening of the company’s new Hollywood office building, with board vice chair Shari Redstone and Paramount CEO Brad Grey looking on.

Speculation is also circulating that Bakish’s new strategy may include a further alignment or even merger of MTV and VH1, both led by Chris McCarthy.

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Bakish is likely to move to centralize many functions across networks and eventually prune some minor channels, such as MTV and Nickelodeon spinoffs, from the company’s portfolio.

In his address to shareholders this week, Bakish promised to unveil “points of pain” during Thursday’s call unveiling his new strategy.

Bakish was named permanent CEO of Viacom in December after Shari and Sumner Redstone, whose family company holds a controlling stake in the Viacom, scrapped discussions of a merger between Viacom and CBS, which the Redstones also control.

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  1. Why not just name it the Paramount Channel and make it align with channels that Viacom runs in Spain, France, Sweden, and a few other countries? If they’re looking to make it a global brand, why not launch the brand on their home turf?

  2. Adam D. Hall says:

    When Spike TV becomes the Paramount Network sometime next year, it may have the rights to the following TV shows and movies:

    TELEVISION SHOWS
    “Star Trek: The Original Series” (1966-1969)
    “Star Trek: The Animated Series” (1973-1974)
    “Star Trek: The Next Generation” (1987-1994)
    “Star Trek: Deep Space Nine” (1993-1999)
    “Star Trek: Voyager” (1995-2001)
    “Star Trek: Enterprise” (2001-2005)
    “The Young Indiana Jones Chronicles” (1992-1993)
    “Friday the 13th: The Series” (1987-1990)
    “War of the Worlds: The Series” (1988-1990)

    MOVIES
    “Star Trek: The Motion Picture” (1979)
    “Star Trek II: The Wrath of Khan” (1982)
    “Star Trek III: The Search for Spock” (1984)
    “Star Trek IV: The Voyage Home” (1986)
    “Star Trek V: The Final Frontier” (1989)
    “Star Trek VI: The Undiscovered Country” (1991)
    “Star Trek: Generations” (1994)
    “Star Trek: First Contact” (1996)
    “Star Trek: Insurrection” (1998)
    “Star Trek: Nemesis” (2002)
    “Star Trek” (2009)
    “Star Trek Into Darkness” (2013)
    “Star Trek Beyond” (2016)
    “Raiders of the Lost Ark” (1981)
    “Indiana Jones and the Temple of Doom” (1984)
    “Indiana Jones and the Last Crusade” (1989)
    “Indiana Jones and the Kingdom of the Crystal Skull” (2008)
    “The War of the Worlds” (1953)
    “War of the Worlds” (2005)
    “Friday the 13th” (1980)
    “Friday the 13th Part 2” (1981)
    “Friday the 13th Part 3” (1982)
    “Friday the 13th: The Final Chapter” (1984)
    “Friday the 13th: A New Beginning” (1985)
    “Friday the 13th Part VI: Jason Lives” (1986)
    “Friday the 13th Part VII: The New Blood” (1988)
    “Friday the 13th Part VIII: Jason Takes Manhattan” (1989)

  3. gobluespartyon says:

    Not surprise that Viacom will shutdown smaller channels even know that hasn’t been said yet. VH1 doesn’t have a brand all the channels were rebranded BET, CMT, MTV Classic glad they went to all music video format.

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