Paramount Global’s Pluto TV, free ad-supported TV streaming service, on Monday rolled out the latest iteration of its brand campaign, “Programmed by Humans.”

The campaign lets viewers know that Pluto TV’s many channels are actually curated by people as opposed to artificial intelligence. As part of the campaign, Pluto provided a graphic of its entire 50-person programming team, led by Scott Reich, SVP of programming.

Pluto TV also is rolling out three new themed channels: Drama, Sci-Fi and True Crime. Each of the channels is inspired by the viewing habits of people that Pluto TV sees using the platform.

“With the growth of the platform there are opportunities to better align the categories on our guide to help our users find the content they want to watch faster,” said Scott Reich, senior vice president, programming, Pluto TV, in a statement. “These changes are based on long-term user data trends and preparing for future content expansions as we continue to entertain the planet and drive viewing hours to new heights.”

To introduce these new channels to viewers, it created – in collaboration with production company O Positive – the three spots below.

Rom Com Curator :60

True Crime Curator :30

Sci Fi Curator :60

“When developing this campaign, we set out to connect with audiences in a meaningful way that captures the essence of Pluto TV and how transformative it has been to the world of television,” said Val Kaplan, global SVP, head of consumer marketing, Pluto TV, also in a statement. “Our creative focus was to spotlight what sets Pluto TV apart in the increasingly competitive streaming market– the human element of curation that is intrinsic to the very human experience of watching television.”

The Programmed By Humans campaign debuted Monday and will run through the rest of the year. The spots take flight across global linear, connected television, digital, out-of-home, streaming audio, terrestrial radio and social platforms.

Additionally, an evergreen campaign, TV the Way It Should Be, will launch out-of-home creative. This will run at major sports arenas, airports and ferries, shopping venues, as well as NYC’s Times Square, home to Paramount Global, while the creative spots will air during select NFL and NBA games.


Client: Paramount Streaming

President and CEO, Streaming: Tom Ryan

EVP, CMO, Streaming: Domenic DiMeglio

EVP and International General Manager: Olivier Jollet

Global SVP, Head of Consumer Marketing: Val Kaplan

SVP, Creative Marketing, Streaming: Terry Minogue

VP, Creative: Zeynep Zileli

Director, Design: Pete Ireland

VP, Head of Global Communications: Jodi Lederman

VP, Campaign Management: Kim Kahne

Director, Campaign Management: Katherine Kelly

Brand Marketing Director: Marquis Avery

Brand Marketing Manager: Karly Peterson

SVP, Production and Operations Marketing: Debbie Beiter

Senior Director, Operations: Rob Monforto

Production Company: O Positive

Director: David Shane, Michael Clancy

Executive Producer: Ralph Laucella, Marc Grill, Ken Licata

Head of Production: Devon Clark

Producer: Jason A. Reda

Production Supervisor: Luke Flegar

DP: Polly Morgan

Production Designer: Phillip Williams

Costume Designer: Christopher Lawrence

Editorial and Visual Effects: Mackcut

Editor: Gavin Cutler

Assistant Editor: Louisa Phillips

Executive Producer: Gina Pagano

Flame: Joseph Miller

Sound Designer & Mixer: Sam Shaffer

Color: Company 3

Colorist: Tom Poole

Tags: brand campaign company 3 mackcut o positive films paramount global pluto tv

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