CBS All Access Ad Awareness Campaign Reminds Apple TV Owners About Its Rebrand to Paramount+ Next Month

[MacRumors]

CBS has begun reminding subscribers to its CBS All Access streaming service on Apple TV that its rebranding to Paramount+ will launch on March 4.

CBS All Access, which is available as an individual Apple TV Channels subscription, appears to have rolled out its ad awareness campaign on the streaming service in the last day or two.

CBS All Access is becoming Paramount+ on March 4, but as a CBS All Access subscriber, you don't have to do a thing. You'll have full access to Paramount+ via your existing Apple TV Channels subscription.

Meet you on the mount, March 4.

The rebrand will be accompanied by new titles from other ViacomCBS-owned channels including Paramount, CBS, MTV, and BET.

Original content intended to lure new subscribers and retain existing ones include The Offer, a 10-episode scripted mini-series about the making of Francis Ford Coppola's The Godfather, a new version of MTV's Behind The Music, and a renewal of The Game.

What the ad campaign doesn't mention is that come March 4, the service will no longer be awailable to subscribers who use a third-generation Apple TV to access it, as third-party developers slowly end support for the eight-year-old device.

• How to Subscribe to Apple TV Channels Using the Apple TV App

Earlier this week, subscribers using third-generation Apple TV models started seeing a prompt when they opened the CBS All Access app that their access would end next month.

The new Paramount+ app will not be available on the second and third-generation ‌Apple TV‌ models, but it will be watchable on the fourth and fifth-generation ‌Apple TV‌ models. It will also be available on iPhone and iPad, which means third-generation Apple TV owners will at least be able to AirPlay it to their older set-top box.

Third-generation ‌Apple TV‌ users who are looking to upgrade to a newer model may want to hold off for the time being as Apple is rumored to be introducing a new ‌Apple TV‌ set-top box at some point this year. The fifth-generation ‌Apple TV‌, which is the current newest version, was released in 2017.

(Thanks, Michael!)

Article Link: CBS All Access Ad Awareness Campaign Reminds Apple TV Owners About Its Rebrand to Paramount+ Next Month

 

[Kierkegaarden]

The plus looks odd next to the classic Paramount name. Surely they could have come up with something more imaginative.

 

[keifer.street]

Marketing Exec: “Let’s rebrand. How about we take a flat, modern looking name and logo and replace it with something ugly and dated that looks like it came straight from the 90s? People are into cursive right? Let’s show the kids how hip PARAMOUNT is”

 

[LV426]

The plus looks odd next to the classic Paramount name. Surely they could have come up with something more imaginative.

Apple TV plus, Disney plus, Paramount plus... they’re all at it with this branding fad. It’s a subscription world running rampant now. Just imagine where we’ll be in ten years. I’ll be subscribing to use my toothbrush!

 

[Glideslope]

Apple TV plus, Disney plus, Paramount plus... they’re all at it with this branding fad. It’s a subscription world running rampant now. Just imagine where we’ll be in ten years. I’ll be subscribing to use my toothbrush!

Unlikely. You’ll be required to subscribe to the Toothpaste Brand. Brushes will be provided with the subscription for 90 days. At which time you’re given the choice of choosing the Plus Plan for continued brushes, or Basic with no brushes.

 

[mnsportsgeek]

Will the Apple TV Channel get the additional content or will you have to go the separate app to get the new content? Similar to what HBO did with HBO Max.

 

[chucker23n1]

Marketing Exec: “Let’s rebrand. How about we take a flat, modern looking name and logo and replace it with something ugly and dated that looks like it came straight from the 90s? People are into cursive right? Let’s show the kids how hip PARAMOUNT is”

Do you think "CBS All Access" was a modern-looking name? Accompanied with the beach-porn jingle which somehow manages to be a poor fit for both signature shows The Good Fight and Star Trek: Discovery, I don't think they hit the right branding the first time either.

I agree the typographical choice with Paramount in cursive is… not great.

 

[chucker23n1]

Just imagine where we’ll be in ten years. I’ll be subscribing to use my toothbrush!

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[svanstrom]

Just a reminder that starting next week I'll be rebranding myself as Tony+.

I'll be the same as before, but my marketing department is telling me that this brand rejuvenation will make me vibe better with the millennials.

This will, of course, also change my consultancy fees, that from now on will be in a subscription format; and I will only answer the phone when an already established subscriber is calling me from a preapproved type of device*.

*At this stage Android devices are not supported; and we are currently looking into a bug that's making people wearing AirPods Max forced to listen to me sing the Macarena, while they are also hearing sounds of movements that 3 out of 4 test groups correctly identified as "lewd".

 

[ThemePro]

What's the difference between Disney+ and Paramount+? Oh, about 70 million subscribers more for the former 😜

 

[xplora]

My only question is, will Paramount+ be going international like the competition is, or will it continue to be America only like CBS All Access, HBO, and HBO Max are?

 

[maxfromdenmark]

Great! Even more juggling with subscriptions.

 

[icwhatudidthere]

What about the Showtime deal?

 

[jerryk]

Remember when people were "cutting the cord" to save money? The entertainment guys are firing back and winning.

 

[4jasontv]

Does anyone know how will this impact sports broadcasts?

 

[jerryk]

What's the difference between Disney+ and Paramount+? Oh, about 70 million subscribers more for the former 😜

Don't forget Discovery+. All those HGTV viewers.

 

[jerryk]

Does anyone know how will this impact sports broadcasts?

Sooner or later they will go to some xxxSports+ subscription to watch most live games.

 

[Johnny907]

Marketing Exec: “Let’s rebrand. How about we take a flat, modern looking name and logo and replace it with something ugly and dated that looks like it came straight from the 90s? People are into cursive right? Let’s show the kids how hip PARAMOUNT is”

You mean the Paramount logo, that hasn't changed much in over a century? Right? Those fools, thinking brand recognition most of us grew up with means anything these days. Clearly that doesn't mean anything, because it's not like Apple just sued another company for daring to include a leaf that looks like an actual leaf on their logo, but too much like Apple's Apple leaf, right?

 

[appleguy123]

A lot of apps are cutting support for the Apple TV without the App Store. Has it been reported anywhere that Apple has pulled support for manufacturers to release apps for this device, or is every company just deciding that now is the time to EOL that device?

 

[JoeShades]

Are there really that many 3rd gen Apple tv owners that an Ad campaign is needed?

 

[4487549]

The plus looks odd next to the classic Paramount name. Surely they could have come up with something more imaginative.

Guessing they had the unfortunate task of overcoming something that looked like “Paramountt” and gave up when it got hard.

 

[DrKarl]

Third Generation Apple TV's will likely (?) still be able to view Paramount via the Amazon Prime Video app if subscribing as a Prime Video channel. At least I've not seen anything indicating that Amazon is dropping the 3rd Generation ATV...

 

[name99]

The plus looks odd next to the classic Paramount name. Surely they could have come up with something more imaginative.

Yeah Paramount+ is lazy beyond belief!
Is this really such a hard problem?
Paramount Peak? Paramount Z? Paramount Total? Paramount All Access? Paramount Everest?

 

[JoeShades]

Yeah Paramount+ is lazy beyond belief!
Is this really such a hard problem?
Paramount Peak? Paramount Z? Paramount Total? Paramount All Access? Paramount Everest?

How about Paramount

 

[name99]

How about Paramount

You do want a way (for example in corporate communication) to distinguish between the CORPORATION and the SERVICE.
No-one sensible wants to go down the rathole of "Can you use Apple TV on an Apple TV"...
Bu honestly something like Paramount Peak seems IMHO much better branding.