You will be redirected back to your article in seconds

Viacom to Rebrand Spike TV as Paramount Network

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.

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.

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.

More TV

  • The Simpsons

    All the Thanksgiving TV Marathons You Can Binge This Weekend

    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 […]

  • '89 Blocks' Set to Kick Off

    TV News Roundup: '89 Blocks' Set to Kick Off Fox Sports Films 'Magnify' Series

    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 […]

  • The Chambermaid Ventana Sur Fest Traveler

    Ventana Sur Opens Shop for Latin American Film and TV

    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 […]

  • This, photo shows the 21st Century

    Comcast, Disney Keep Focus on 21st Century Fox Assets Despite AT&T-Time Warner Battle

    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 […]

  • Nancy Lesser HBO

    HBO Exec Nancy Lesser Sues TV Academy Over Broken Pelvis

    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 […]

  • Scorpion-cbs TV Show

    How Scooter Braun Turned Luck With First Series 'Scorpion' Into Prolific TV Business

    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 […]

  • Ted Sarandos Harvey Weinstein

    Netflix Won't Host Golden Globes Party With Weinstein Company

    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 […]

More From Our Brands

Access exclusive content