Paramount+ expands third-party streamer strategy with India’s JioCinema & Blast TV in Philippines

Tulsa King (Source: Paramount)

Paramount is ramping up its strategy to place branded content hubs on third-party streamers, with new deals struck in the Philippines and India.

The agreements, revealed at NATPE Global and struck via Paramount Global Content Distribution, will see Philippine-based Tap Digital Media Ventures Corp and India’s JioCinema both offering a Paramount+ branded area within Tap’s streamer Blast TV and the JioCinema service.

Similar arrangements were struck in Belgium and Greece, providing scripted shows, unscripted series and children’s programming ranging from 1883 and the Frasier reboot to Tulsa King and Poker Face.

The move allows Paramount to expand its streaming reach without the costs of setting up its own service. Paramount CEO Bob Bakish said last year that such third-party deals would be central to its strategy as it looks to make its OTT services profitable.

Dan Cohen, chief content licensing officer at Paramount Global, said the “landmark” deals would help to “showcase the breadth and strength of the Paramount Global catalogue” to viewers.

“Blast TV as the exclusive home to Paramount+ branded area is an exciting and key business initiative for our company in 2024 as we expand our streaming content offering,” added Celinda de Guia, president & CEO of Tap Digital Media Ventures.