Pluto TV rolls out 'Programmed by Humans' brand campaignPluto TV rolls out 'Programmed by Humans' brand campaign
Pluto TV, the Paramount-owned free, ad-supported TV streaming service, has launched a branding campaign highlighting its human-curated programming lineup. #pressrelease
October 2, 2023
LOS ANGELES – As a pioneer of FAST, Pluto TV's signature style of curation, with hundreds of channels and categories programmed daily, is a known catalyst that sparked acceleration and fandom around free, ad-supported streaming television. With nearly a decade of experience, a dedicated and proprietary team of over 50 curators who apply passion and expertise alongside audience behavior and insights with advanced technologies to deliver the best entertainment experience for all audiences.
Beginning today, Pluto TV is rolling out a new brand campaign, building on the popular Stream Now Pay Never series, that puts a spotlight on the heart and humanity behind the award-winning service. Two new themes are being introduced to the market - Programmed By Humans and TV The Way It Should Be. This new positioning will take center stage in a multifaceted campaign spotlighting the human-powered innovation behind Pluto TV that is building upon the best parts of television and adapting it for the future of streaming television.
Programmed by Humans looks to shine a light on Pluto TV's best-in-class programming and the programmers who curate the channels. The human element of Pluto TV is a centerpiece connecting programming with viewers in a way that is unparalleled to any other FAST service. Programmed by Humans will air with three unique commercial spots, each paying heed to a Pluto TV fandom; sci-fi, romantic comedy and true crime. Each spot speaks to the distinctive quality of the subgenre where fictionalized expert curators appear in living rooms to resolve the paradox of choice and underscore the free, easy-to-use, “something for everyone” value proposition.
The Programmed By Humans campaign debuts today and will run through the remainder of the year. The spots take flight across global linear, CTV, digital, out-of-home, streaming audio, terrestrial radio and social platforms. Tapping into the power of the Paramount Global ecosystem, the campaign will be cross-promoted across the company’s marquee lineup of linear, streaming and digital properties.
Additionally, an evergreen campaign, TV the Way It Should Be, will launch out-of-home creative at major sports arenas, airports and ferries, shopping venues, as well as NYC’s Times Square, home to Paramount Global, while the creative spots will air during select NFL and NBA games.
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