Streaming television service Pluto TV, acquired by ViacomCBS last year, is rolling out a series of initiatives to enhance user experience, as well as a new brand identity and a consumer marketing campaign with the tagline: “Drop In. It’s Free.” Paired with the new campaign is the release of Project Venetia, delivering new features and design changes that further enhance the platform’s ease of access to premium entertainment.
“Today marks another major step for Pluto TV in its mission to entertain the planet. Project Venetia makes it even easier for viewers to find and enjoy their favorite streaming TV programming,” said Tom Ryan, CEO and Co-Founder of Pluto TV. “And with our new brand campaign, we’re communicating the core value proposition of Pluto TV and inviting everyone to visit a bold new world of television. As our new tagline promises, you can drop in anytime and start watching hundreds of channels on any device, all for free.”
The “Drop In” campaign features a :30 second commercial that will blitz late-nite programming, an out-of-home campaign in New York, Los Angeles, Atlanta, Dallas, Chicago, Minneapolis, and Houston, connected TV and streaming audio takeovers, digital and social activations, and in-theater advertising. The parallel development of a new interface design and brand campaign includes a new logo, and motion-inspired design elements that evoke the feeling of being “transported” to Pluto TV. The new identity is rolling out across platform, on-air and marketing touchpoints over the coming weeks.
Project Venetia is currently live on Apple, Vizio, and Roku devices with staged releases across other devices, including Android and Amazon Fire TV, and even more features rolling out over the coming months. Features included in this release are:
New Linear UX, allowing viewers can now find programming faster, choosing from categories like Movies, News, Entertainment, Sports and more and skipping directly through Pluto TV’s 250+ channels directly to their preferred category.
Improved On-Demand UX, letting viewers jump directly to their favorite VOD categories like binge-watch and rom coms, while the all-new preview mode shows movie information and trailers before they click play.
Channel Favoriting, letting viewers keep favorite channels at the top of their channel guide every time they watch Pluto TV.
Watch List – viewers can now save their top picks with a click in order to come back any time to watch.
Watch Now Button, enabling viewers are to save select titles on live TV for on-demand to view at a later time. If the title is available on-demand, the “Watch Now” button will pop up in the guide.