Viacom’s Paramount to launch 24-hour movie Channel in Latin America
What: Viacom Intl. Media Networks is launching its 24-hour movie network Paramount Channel in Latin America on Nov. 14.
Why it matters: With the pay TV category growing in the region, the network is looking to expand distribution, particularly in Brazil and Mexico.
The new channel, which will be available on basic and extended pay TV tiers, will tap Paramount’s 102-year film vault and some third party pics to fill programming needs. Lineup could include “Transformers,” “Ironman,” “Star Trek” (pictured) and “Mission: Impossible” franchises depending on rights negotiations.
Paramount Channel will join its sister channels MTV, Nickelodeon, Comedy Central, Nick Jr. and Nicktoons in the region.
Carlos Penzini leads the new channel as brand manager while continuing his current duties as senior VP of strategy and business development, Viacom Intl. Media Networks The Americas. Penzini has contributed actively in the unit’s expansion strategy, leading multiple channel launches, new market assessments and strategic partnerships.
Direct rivals in the region would include movie channels Megapix in Brazil, Fox-owned Cinecanal and Film Zone.
“We’re still in talks with MSOs and pay TV carriers but we expect to be launching with significant distribution, particularly in Brazil and Mexico.We needed to expand our core brands and test the market first before launching our movie channel,” said Pierluigi Gazzolo, chief operating officer and interim managing director for VIMN The Americas.
According to Gazzolo, the Latin American pay TV market is saturated and competitive. Reason why the Paramount Channel will be serving a growing trend in co-viewing habits where more families tend to watch movies together at home.Still, pay TV continues growing in the region. Brazil’s pay TV market is expected to grow 13.3% between 2013 and 2017 per the latest PwC Global Entertainment and Media Outlook report.