The Paramount Network: Spike’s female-friendly rebrand

Stephen Whiteside

This event report outlines how the Paramount Network, a cable and satellite channel owned by Viacom, is seeking to build its brand.

Early next year, Spike's cable and satellite channel will relaunch as the Paramount Network – complete with a new emphasis on premium content and the desire to move away from shows targeted primarily at men.

Viacom, Spike/Paramount's parent company, unveiled this strategic overhaul in February 2017. And the decision to look beyond the masculine-led positioning of Spike, which launched in 2003, feeds into the wider agenda of attracting the broad audiences that regularly tune in to networks like Comcast's USA and Turner's TNT – all while achieving quality levels associated with high-end cable players such as HBO.

That mission is...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands