Paramount ANZ execs on what Pluto TV will offer advertisers

In 2023, a selection of Pluto TV FAST channels will launch on 10 Play, expanding Paramount’s free streaming offering to consumers and partners in Australia, which was announced at Paramount’s 2023 Upfront on Thursday.

The broadcaster giant said this is an initial step in introducing Pluto TV in Australia. Partners, clients, investors, and consumers will have the opportunity to experience Pluto TV and a wide range of content through an initial curated line-up of channels.

(L-R) Rod Prosser, Daniel Monaghan, Beverley McGarvey, and Jarrod Villani.

Pluto TV channels will feature many genres and popular shows for Australian consumers, giving advertisers an additional premium environment to efficiently reach hard-to-find audiences.

Through this approach, the company said it’s expanding its offering in Australia’s FAST space, as Pluto TV is continuing to scale and expand its content offering in markets worldwide, including Australia.

“From what we know in where it is in other parts of the world it’s the number one ad-supporting streaming service both in the US and Europe,” Paramount’s chief sales officer Rod Prosser told Mumbrella. “We have big ambitions here locally but obviously, for us it allows us to go to market with a border proposition and additional inventory to help advertisers broaden their reach.”

“We will look at how we package it up all together shortly and take it to market,” he added.

Pluto TV is a free streaming television service with hundreds of channels and thousands of movies and television series on demand. It is recognised as a FAST: Free ad-supported television service, and globally, the streamer has nearly 70 million global monthly active users and has a global footprint spanning three continents and over 30 countries and territories including the US, Europe and Latin America.

Pluto TV delivers a wide range of content spanning categories including movies and television, news and opinion, sports, comedy, reality, crime, classic TV, game shows, explore, gaming and anime, music, kids and more.

Beverley McGarvey, executive vice president and chief content officer of Paramount Australia and New Zealand, told Mumbrella: “Pluto TV FAST channels will launch on Ten, and really what that means is that we’re expanding our free-streaming offering both to consumers and advertising partners.”

In terms of expansion, McGarvey added: “So, effectively it’s a range of FAST channels launching with 10 Play first, which is us just getting started in the market with a view that we expand that over time.”

“What effectively that looks like is there will be multiple ranges of channels that exist on an International Publics Broadcasting Service (IPBS) environment in a curated fashion,” she said, adding, “linear channels that may be genre-specific or thematic, or in some way connected, whether it’s cooking shows or romantics comedies, or fishing shows. It’ll be complimentary to our existing business of 10 Play, and Paramount+, but the FAST channel proposition is interesting in that people’s watch time is quite high because it is curated.”

Explaining the concept, McGarvey concluded: “If someone is watching the MasterChef channel and is a fan of food shows, and we serve you the best of MasterChef from all over the world on a continual basis on that channel then your watch time tends to be relatively high.”


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