10 ViacomCBS’s Upfronts preview: I’m a Celebrity, Survivor, MasterChef, the streaming shift from primetime ratings to lifetime engagement and ‘feeding the hungry beast’

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10 ViacomCBS will headline its 2022 Upfronts by touting its credentials as a more diverse, full-service broadcaster with room to grow and a big hitting content slate straight out of the gates. I’m a Celebrity starts on January 3, with Survivor and MasterChef hot on its heels. After that, “you’re into that pattern of big franchises all year,” says Chief Content Officer Beverley McGarvey. “It’s about consistency, maintaining big brands, but also adding some fresh content and fresh shows.” The network is investing heavily in streaming service Paramount+, which McGarvey admits is “a hungry beast that you need to feed with lots of new shows all the time”. Key to the new 10ViacomCBS offering is its full suite: “Paramount+, 10Play, MTV, Nickelodeon… we don’t run those businesses separately,” Jarrod Villani, Chief Operating and Commercial Officer, says. “Bev and I have oversight over all of those businesses.”

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