Viacom’s Dauman Touts Digital Strategies28 Feb, 2012 By: Chris Tribbey
Content owners, and Viacom specifically, are looking more toward digital distribution avenues to help offset declines in DVD sales, Viacom CEO Philippe Dauman said at an investor conference Feb. 28.
“We need to stay on top of the evolution of the media marketplace,” he said. “We need to provide fresh content that’s very engaging, not just on television but on other platforms our audience is using.”
Speaking at the Deutsche Bank Media and Telecom Conference, Dauman said the company is becoming more focused on using social media to promote, market and distribute content, and that Viacom is looking at every digital delivery avenue available to capitalize on what it owns.
“It’s very important in the new world we’re in … to monetize the new forms of distribution [because] there are new ways of monetizing library content,” he said. “It’s a great opportunity for us as content owners any time you can get more avenues to distribute your avenues for content. I think you’re seeing healthy pressure coming from the digital side.”
Dauman also spoke to the recent success of films from Viacom-owned Paramount Pictures, especially regarding franchises such as “Mission: Impossible.” He said the studio’s success partly is due to choosing projects carefully.
“At the studio, God only knows that there are always opportunities in the movie business to find more efficiencies,” Dauman said. “Paramount has really come a long way. We’ve vastly de-risked the operation over the last five years. We’re very careful in capital allocation. You’ll never see us have $300 million riding on a single movie.”
Dauman also revealed that the first film to be released by Paramount’s new animation unit would be a “SpongeBob SquarePants” feature, slated for the end of 2014.