When Viacom acquired ad-supported streaming service Pluto TV for $340 million earlier this year, the corporate parent to Paramount Pictures, Comedy Central, BET, MTV and Nickelodeon, had scant over-the-top video distribution.
Now, thanks to aggressive dealmaking, Pluto TV is expanding Viacom’s digital content reach globally.
The Los Angeles-based platform signed a distribution deal with Channel 5, the TV broadcaster in the United Kingdom owned by Viacom International Media Networks (VIMN).
Specifically, three branded channels — Pluto TV Drama, Pluto TV Food and Pluto TV Movies – are headed to Channel 5’s “My5” OTT platform — the latter distributed through Apple TV, YouView, Freeview and related devices.
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“Collaborating with a well-established VOD platform like My5 allows us to pursue our ongoing goal to further enhance Pluto TV’s visibility in the U.K.,” Olivier Jollet, Pluto’s managing director in Europe, said in a statement. “The three curated Pluto TV channels not only add to My5’s existing line-up, but also enable the My5 audience to experience a small portion of Pluto TV’s diverse programming.”
Pluto has expanded distribution (and Viacom content) through recent deals involving Comcast Cable’s X1 platform, Cox Contour, CNN, Cinedigm and BBC Studios.
“This is a global opportunity,” Viacom CEO Bob Bakish said earlier this year. “It’s going to accelerate our strategy on multiple dimensions. We see a very material opportunity there.”
Indeed, Oli Thomas, VP of digital at VIMN in the U.K., Northern and Eastern Europe, said the MY5 arrangement elevates the U.K. broadcaster’s streamer’s diversity in OTT content.
“The Pluto TV channels further enhance our proposition in the U.K.,” he said. “We know that movies and drama in particular work well in the on-demand space and we’re thrilled to debut such an exciting range of library content on My5.”