Viacom hopes to rival major US cable channels with Paramount Network

New York

WHEN Viacom Inc's Spike TV rebrands as the Paramount Network in early 2018, the struggling media company hopes to position itself as a challenger to top-rated US cable networks like Comcast Corp's USA and Time Warner Inc's TNT with shows that have the calibre of HBO.

Viacom is heading into the upfront, when US TV channels sell the bulk of their advertising inventory for the next year, seeking to turn around its fortunes under new CEO Bob Bakish. The Paramount Network will be a major part of their pitch to advertisers when Viacom begins meetings with agencies in mid-April.