10 Paramount Upfronts 2024

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Hitting It Out Of The Park.

Big Swings Bring The Biggest Hits.

Strap yourselves in for a wave of premium content coming your way in 2024! The new year promises a fresh and exciting early evening line-up, the return of your favourite programs plus some beloved legacy hits ripe for discovery by a new generation of fans.

Bursting out of the blocks in 2024 is a show that is the very definition of family entertainment. Gladiators is one of the world’s most exciting sports entertainment game shows and it’s all set for a triumphant return to Australian screens early in the new year.

A team of 21st century superhumans are relishing the chance to challenge a new breed of brave, everyday Aussie contenders in the ultimate test of speed, strength, stamina, agility and power. Hosted by sporting legends Liz Ellis and Beau Ryan, Gladiators will unquestionably get the thumbs up from viewers this summer.

From gladiatorial combat to a different kind of battle: our latest crop of castaways will once again be at each other’s throats when Australian Survivor: Titans v Rebels lands back on the beaches of Samoa.

Hosted by Jonathan LaPaglia, the Titans are both physically intimidating and utterly ruthless, but they’ll need to be at their absolute best to take on the Rebels – a group of individuals who live life by a different set of rules.

Across the ocean from Samoa’s white sands to Africa’s teeming jungles… and we’re pulling out all the stops in 2024 to celebrate a huge 10th season of the Logie-winning I’m A Celebrity … Get Me Out Of Here!.

For almost a decade I’m A Celebrity… Get Me Out Of Here! has delivered a winning mix of fun and laughter, high adrenaline trials and fascinating insights into what makes celebrities tick. This 10th season promises to be the best yet with plenty of surprises in store - not least, a brand-new co-host!

That’s right. Alongside Julia Morris in our African treehouse next year will be none other than the Wildlife Warrior himself, Robert Irwin.

Our dynamic duo will be swinging into the South African jungle from Sunday, 24 March.

Filling out a packed March is the Australian Formula One Grand Prix, a sporting event so popular that when tickets went on sale, they sold out in less than two hours. Now, the only place to catch the action live and free (and cheer on hometown hero Oscar Piastri) is on 10 and 10 Play.

Australian audiences wholeheartedly embraced last year’s season of MasterChef Australia, a series which embodied everything the much-missed Jock Zonfrillo loved about the show.

In 2024, legendary game show Deal or No Deal returns to Australian screens, hosted by one of Australia’s most beloved TV presenters, Gold Logie winner Grant Denyer.

Among the most popular game shows of all time, Deal or No Deal promises thrilling gameplay that will have the entire family enthralled. Airing weekdays at 6pm, it’s the perfect complement to 10’s fresh early evening schedule.

Nothing rattles the funny bone harder than 10’s comedy stable of Have You Been Paying Attention?, The Cheap Seats, Thank God You’re Here, Gogglebox Australia and global hit Taskmaster. All are back in 2024 and guaranteed to keep viewers laughing out loud.

Also returning in 2024 is a new season of Hunted Australia. This brilliant reality series never fails to deliver pulse-pounding suspense when a group of desperate fugitives attempt to vanish into the urban wilderness and survive a thrilling game of cat and mouse.

In the second half of the year, The Amazing Race Australia: Celebrity Edition is pulling out the passports for a second season. A new gaggle of celebrities and their loved ones are tossed out of their comfort zone and into the big, wide world, all scrambling from pistol to pitstop for their chosen charity.

Returning recent faves? Tick. But that’s not all. We’re also proud to introduce a raft of classic shows to a new generation of viewers.

Wheel of Fortune Australia hosted by the charismatic, BAFTA award winner Graham Norton and produced by Whisper North, part of the Sony Pictures Television-backed Whisper Group, will bring the classic game show back to primetime.

The epic game show will once again be centered around a giant carnival wheel as contestants spin to win for a life changing cash prize.

Graham said: “I’m beyond excited to be bringing such an iconic American show to Australia with Network 10. Hosting game shows is brilliant fun and even more so when you have a giant wheel to spin!

“This show has it all, mixing skill, luck and lots of surprises and I hope the Australian audience loves it.”

The original U.S. show is produced by Sony Pictures Television Studios, a Sony Pictures Entertainment Company, and is distributed by Paramount Global Content Distribution along with the format rights.

If Wheel of Fortune Australia doesn’t bring a nostalgic tear to the eye, then there’s another old favourite that just might! A brand-new incarnation of the much-loved cooking show Ready Steady Cook is primed to hook Friday night audiences. The host? None other than the Prince of Paella… the God of Gazpacho… the incredible Miguel Maestre.

Elsewhere, a bunch of factual favourites are bouncing back in the new year, including Bondi Rescue, Ambulance Australia, Mirror Mirror, The Dog House Australia and Dogs Behaving (Very) Badly. For gripping drama and heartwarming real-life stories, every one of these shows is a do-not-miss.

And if that isn’t enough, The Bachelors Australia, Shark Tank Australia and The Masked Singer Australia will ensure we have everyone covered for year-round entertainment.

But… we’re nowhere near done! Our newest free-to-air darling Nickelodeon is serving up a stack of premieres for preps and primary school kids, with the likes of PAW Patrol , Blue’s Clues & You!, Baby Shark’s Big Show, SpongeBob SquarePants, The Really Loud House and Middlemost Post . Over at Nick@Nite, the big kids are sorted with Friends, The Graham Norton Show and movies galore.

Flicking across to Bold and Peach, it’s comfort TV at its finest with NCIS, Bull, The Big Bang Theory and South Park. Plus, we’re kicking goals and shooting hoops with the A-League and the NBL.

In 2023 we introduced Pluto TV with our 50 FAST channels, making all your TV viewing dreams come true.

Featuring a wide variety of content across every genre and for all generations, Pluto TV collects all your comedy, reality, crime, classic TV, game shows, kids shows and more in the one place. And incredibly, there are even more fast channels on the way in 2024.

We weren’t kidding when we said we were hitting it out of the park in 2024. Because the biggest swings… bring the biggest hits.

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Paramount Commits To VOZ Streaming In 2024.

Paramount, Nine, Seven And OzTAM’s Alliance Allows For Common Trading Dataset.

Paramount’s participation in a groundbreaking alliance with Nine, Seven and OzTAM will allow advertisers to manage reach and frequency across broadcaster video on-demand (BVOD) platforms, with a common trading dataset powered by Virtual Australia (VOZ).

Launching in 2024, VOZ Streaming will use the Virtual Australia dataset, one of the most advanced TV measurement methodologies in the world, to assign a universal ID and a common demographic behind the devices watching BVOD. Advertisers will be able to activate their programmatic campaigns using this ID across 10 Play, 9Now and 7Plus.

VOZ streaming will also allow programmatically traded inventory to be post-analysed against the VOZ Total TV database, revealing the significant incremental reach that BVOD delivers to a broadcast television campaign.

The privacy-first solution transforms current industry practices limited to anonymous device level frequency management, and sets the stage for the ability to plan, buy and measure Total TV, using a single gold standard currency – VOZ.

VOZ Streaming is currently in its testing phase, with broad industry consultation and feedback from broadcasters, media agencies, third-party software suppliers, and leading ad tech providers.

VOZ Streaming will work alongside 10 Play’s existing trading capability, allowing for more options for advertisers to reach their target audiences across 10 Play.

Rod Prosser, Chief Sales Officer, Paramount Australia, said: “It’s an exciting time to be in TV with VOZ Streaming setting the global standard as a world-leading measurement solution. VOZ Streaming is the optimal choice for media buyers searching for audience scale and efficiency in premium, brand-safe content.”

“BVOD reaches millions of Australians every week. The ability to harness the scale of BVOD, with transparent, independent and robust measurement across participating broadcasters is a game-changer for advertisers and media agencies. Open to all, VOZ Streaming will operate as an inclusive framework open to all relevant media platforms who are welcome to join.”

“We at Paramount are thrilled to be joining forces with Nine, Seven and OzTAM, contributing to the VOZ Streaming initiative and presenting a Total TV buying solution in Australia. It is a testament to Paramount’s dedication to rolling out initiatives that are scalable and provide measurable solutions to the market.”

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Paramount To Launch Global Shoppable TV Pilot In Australian Survivor.

Paramount Australia In Partnership With KERV, Will Launch A Global Paramount Pilot Of The Ground-Breaking Shoppable TV Initiative During Australian Survivor.

Paramount Global has selected Paramount Australia as the pilot market for a cutting-edge Shoppable TV initiative that provides a unique and seamless consumer experience for viewers to purchase products from their favourite show, straight from their connected TV screen.

This advertising innovation was crafted in close collaboration with technology partner KERV and will not only be a first for Paramount globally, but also a first for the Australian market.

Lee Sears, Executive Vice President, Head of International Advertising Sales and Integrated Marketing, Paramount Global said: “We’re thrilled to be deepening our global partnership with KERV and Paramount Australia has played a key role in extending this collaboration with the Shoppable TV proof of concept.

“The local expertise of the Paramount Australia Sales team, combined with an advanced and bold Australian advertising industry that leans into innovation, provides the ideal market to trial new technologies like Shoppable TV that have the potential to influence our global strategy,” added Lee.

Shoppable TV will integrate KERV’s technology, providing consumers with an engaging and convenient shopping experience via their remote-control allowing viewers to seamlessly watch, pause, browse, select and shop brands and products they have just viewed.

Viewers will receive an on-screen message inviting them to pause content and explore Survivor merchandise available in the Paramount Shop. Once paused a feature product carousel will appear showcasing available products and a ‘Shop Now’ call to action. After selecting a product, a shoppable screen will expand providing detailed product information and a QR code directing viewers to ‘Shop Now’.

The Shoppable TV pilot during Australian Survivor will provide valuable insights on the technology before rolling out to other international markets in Paramount’s global business.

Rod Prosser, Chief Sales Officer, Paramount Australia said: “Proactively testing this proof of concept in our own business and ecosystem demonstrates our confidence and commitment to pave the way forward with contextual, immersive and choice-based advertising experiences.

“We’re also incredibly proud to be the pilot market for this intuitive consumer experience that deepens audience connection and engagement with content, simplifies the customer journey and bridges the gap between content discovery and purchase.

“This technology has the potential to take brand integrations to the next level and is testament to our commitment and expertise in pushing boundaries and adopting strategies that elevate brands and connect with contemporary consumer behaviour and expectations,” said Rod.

Marika Roque, Chief Operating Officer and Chief Innovation Officer, KERV said: “Paramount’s global pilot of Shoppable TV is also a major milestone for the Australian advertising industry. It will seamlessly integrate content and purchase options for an immersive and choice-based viewing experience, for the first time in this market.

“The pilot will also test and refine new advertising technologies that elevate brand reach and meet the expectations of contemporary consumers. We’re excited to embark on this journey and trailblaze the way viewers engage with advertising with an innovation-first partner like Paramount."

Clients and agencies can connect with Paramount Australia now to register their interest in Shoppable TV with the pilot due to be completed by March 2024.

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Dynamic Video Capabilities Augment Paramount’s Premium Ad Product Suite.

Paramount Is Expanding The Dynamic Video Capabilities Of The BrandBOOST Product Suite To Deliver Personalised Advertising Experiences At Scale.

Paramount Australia in partnership with Innovid, is extending dynamic video capabilities to the BrandBOOST ad product suite, offering personalisation and relevancy at scale to drive campaign efficiencies and deliver brand outcomes.

This enhanced capability builds on BrandBOOST’s success in market and will integrate data triggers such as time of day, day of week, weather, and location, to automatically generate real-time and relevant creative content.

Combining data-driven solutions and dynamic creative optimisation, BrandBOOST will automate content creation delivering tailored messages in real-time to target audiences, with precise and highly relevant personalisation.

Rod Prosser, Chief Sales Officer, Paramount Australia said: “Research shows us that consumers want personalised experiences.

“And we’ve also seen the results that dynamic video can deliver and are excited to expand dynamic capabilities to our premium BrandBOOST product suite.”

Industry data shows 78% of consumers prefer brands offering personalised experiences demonstrating the need for marketers to provide contextual advertising.*

Working with several brands including Perfection Fresh and Somat, Paramount Australia also undertook comprehensive and independent brand lift studies via Lucid, in partnership with KERV.

These brand lift studies tested the impact of dynamic video campaigns in MasterChef Australia with results surpassing local and global benchmarks.

The studies showed significant uplifts in brand metrics with dynamic video campaigns cutting through the clutter resulting in an average uplift of 22% in ad recall and increasing brand awareness by 14%. Challenger brands saw even greater results seeing a 19% uplift in brand awareness.

Consideration grew on average 23.6% with some brands witnessing up to 39% uplift and purchase intent was also positively impacted with an average uplift of 8%, with some product categories seeing growth of up to 50%.

The expanded BrandBOOST product suite is in market now and joins dynamic video powered by KERV as part of Paramount Australia’s premium advertising solutions, offering marketers the tools, insights, and metrics necessary for crafting successful, outcome-driven marketing strategies.

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New Measurement Products Prove Paramount’s Performance.

Paramount Unveils A Suite Of Advanced Measurement Tools Designed To Meet The Needs Of An Evolving Marketing Landscape.

Paramount Australia has launched a suite of progressive measurement products to empower advertisers and marketers with meaningful insights to design and deliver successful and holistic marketing strategies.

Meeting the industry’s need for outcome-based approaches, Paramount Australia has introduced four new measurement tools to ensure marketers can validate and amplify the impact of connected TV (CTV) advertising within their entire marketing mix.

Rod Prosser, Chief Sales Officer Paramount Australia said: “Proof of performance is a key pillar in our strategic approach for 2024.

“The industry is shifting towards an outcome-based approach so there’s an expectation that effective marketing is built on understanding what’s driving results.

“We’re closing the loop for marketers by providing more meaningful metrics that demonstrate the role and power of CTV advertising within their marketing mix and empowering them to respond to trends and insights to achieve business outcomes.”

The four new measurement solutions provide powerful insights into brand and business KPIs.

Digital Brand Impact Study in partnership with Innovid and Brand Metrics, gives advertisers a consumer pulse check, testing digital campaign activity against brand KPIs.

Viewers are invited to share sentiment towards a campaign they have been exposed to with real-time survey responses and feedback via their remote control.

Paramount Interactive Attribution in partnership with Innovid, identifies the impact of CTV interactive advertising either as a standalone tactic or integrated within a holistic broadcast video on demand (BVOD) campaign.

By tracking viewer engagement and customer journeys in a privacy-first environment, this tool validates interactive and BVOD advertising against business outcomes such as booking appointments, online inquiries, or sign-up forms, and provides valuable audience insights to continually evolve and refine the campaign to maximise results.

The power of this solution was reinforced during the first campaign with Lendi, an online home loan comparison provider. It revealed 10 Play viewers aged 35-44, who watched reality travel shows like Australian Survivor and The Amazing Race, showed heightened interest in the brand and generated a website response rate 260% higher than the campaign average.

Paramount Brand Lift Study in partnership with Lucid, is a responsive traditional brand lift study that tracks digital campaigns on 10 Play across all devices and creatives.

Providing rapid access to essential brand metrics via Lucid’s verified online research, advertisers can track up to five brand KPIs such as awareness, consideration, ad recall and intent to purchase.

Paramount Data Collaboration in partnership with LiveRamp, empowers advertisers to conduct their own attribution and understand the role of Paramount within their broader media mix.

Advertisers can enrich their customer and consumer understanding, activate against their first-party data on 10 Play and maximise the effectiveness of their marketing mix through campaign and sponsorship attribution.

This compelling suite of measurement solutions equips marketers with reliable and meaningful insights to craft successful outcome-driven marketing strategies.

The combination of data-led ad experiences and the tools to measure effectiveness, sets Paramount Australia apart providing a unique opportunity for advertisers to respond to a dynamic marketing environment, drive efficiencies and deliver on brand outcomes.

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Also see specific program announcements:

Deal or No Deal

I’m a Celebrity…Get Me Out of Here!

Ready Steady Cook

Wheel of Fortune Australia

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Please discuss:

Ten Network & Paramount+ 2024