Paramount “Confidently Stepping Into 2024” With “Refreshing” And “Intimate” Upfronts

Paramount “Confidently Stepping Into 2024” With “Refreshing” And “Intimate” Upfronts

Yesterday, Paramount hosted its upfronts at its studios in Pyrmont, Sydney. In a world where TV upfronts usually take the form of confetti-covered stage shows, Paramount’s intimate affair offered agencies something different and allowed for a level of intimacy and interactiveness that was “refreshing”.

For Rebecca Ho, Sydney’s head of investment at Starcom, Paramount is focussing firmly on its strengths this year.

“Paramount’s intimate approach to their upfronts was refreshing, energetic and truly captured their optimism towards the evolution of their business model as we move into 2024. Their overarching strategy provided reassurance that they are very much focused on their strengths,” she said. 

“Paramount’s strategy was clear and leveraging their historical successes is key, as they know where their strengths lie. They are not afraid to introduce new content and capabilities to the Australia market and I hope they accomplish what they set out to achieve.”

Its global roots allow it to better reach a family audience, she added.

“As a globally led business, Paramount’s investment into premium international and local content offers viewers a breadth of choice across their multi-platform ecosystem. This provides advertisers with the opportunity to reach different generations and diverse audiences – from kids, to comedy and light-hearted fun. Paramount’s ambition to start the year with strong momentum is driven by their introduction of new genres and format types to attract audiences of all ages. Gladiators, the Julia Morris and Robert Irwin duo on I’m A Celebrity Get Me Out of Here and Top Gear Australia are key to their fast start”.

Rebecca Ho, Sydney Head of Investment for Starcom

Like other media owners, Paramount continues to focus on personalisation, she said.

“Across the upfronts season, personalisation continues to be a core theme, and this was no different for Paramount. Their investment into technology to improve user experiences, drive higher engagement and measure the impact of TV will allow advertisers to reach more relevant customers and attribute performance to business metrics”.

For Sasko Bosilkovski, investment director at Carat the Q&A session was a particular highlight of the upfronts. 

“The Paramount Upfronts was an intimate session providing an opportunity for Q&A with smaller groups with Dentsu and Havas”.

The network’s content suite with give it “momentum” as it goes into 2024 he said.

“It was great to get an in-depth feel of returning fan favourites, brand-new lineups, and some cherished classics waiting to be discovered by a new generation of fans hitting the various screens and platforms in 2024.  In Q1 2024 we see the return of Gladiators 90s nostalgia and it will be interesting to see how it delivers for them as it takes on the Summer of sport, which is then followed by Survivor Australia into, I’m a Celebrity Get Me Out Of Here then into the Australian Formula One Grand Prix which will hopefully gain some momentum for Paramount”.

He was happy that the Q&A segment allowed Paramount to address the “lack of sport”.

“In the two-way conversation, the lack of sport on the Network was brought up and how they will compete with the other Networks and Paramount were happy with the sporting on the Network with having the Formula One, A-League, Melbourne Cup, A-League and live streaming coverage of the Matildas and Socceroos games”.

Finally, Bosilkovski said the network is confidentally stepping into 2024. 

“In the end, Paramount is confidently stepping into 2024 with a more solid and consistent lineup than ever before, the opportunity to engage younger viewers and hard-to-reach audiences with premium content, and a variety of fresh, intriguing new ad tech prospects.”

 

 

 

 




Please login with linkedin to comment

TV Ratings Upfronts

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]

Opinion

by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]