English Entertainment
ViacomCBS Consumer Products launches global reusable face masks
MUMBAI: ViacomCBS Consumer Products today announced it has entered into agreements with multiple global licensees to create face masks featuring iconic characters from many popular Nickelodeon properties including SpongeBob SquarePants, which is available now at the SpongeBob Shop, as well as PAW Patrol, Blue’s Clues & You! and JoJo Siwa. The reusable masks, which are not for medical use, will be available through major retail outlets worldwide later in the summer.
“ViacomCBS is proud to support Save the Children and its COVID-19 Global Response by donating 100 per cent of our proceeds from this new face mask initiative,” says ViacomCBS Consumer Products president Pam Kaufman. “During this unprecedented time, we hope Nickelodeon’s beloved characters and iconic brands will provide solace and ultimately make these new circumstances more manageable.”
“We are grateful to ViacomCBS for choosing Save the Children as one of its charity partners for this campaign, which will raise vital funds to support children hardest hit by the COVID-19 pandemic,” said Save the Children president and CEO Janti Soeripto. “As the virus continues to take hold around the world, we are seeing its devastating impact on children’s lives everywhere, especially among children already at risk. From Appalachia to the refugee settlement camps in Lebanon, South Sudan and Bangladesh, the pandemic has uprooted children’s routines, disrupted their schooling and is affecting their mental health and well-being.”
Save the Children, the world’s leading humanitarian organization for children, is keeping kids in the US and around the world healthy, educated and protected during the Covid2019 crisis. The organization is working in communities to provide food, learning resources, healthcare, and hygiene information and training to reduce the spread of the virus. All ViacomCBS proceeds from the sales of Nickelodeon face masks will benefit Save the Children’s Covid2019 Global Response and will be redistributed to the region where the mask was purchased. Many licensees producing Nickelodeon face masks have also committed to make charitable contributions to Save the Children.
Face masks with imagery across the brand portfolio of adored ViacomCBS properties including the Star Trek franchise and programs across MTV and CBS are available on sites including MTVShop/ WildnOutShop, CBSStore and StarTrekShop. Proceeds from these ViacomCBS properties will go to charities that align with each brand.
ViacomCBS Consumer Products (VCP) oversees all licensing and merchandising for ViacomCBS Inc., a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by iconic consumer brands, VCP's portfolio includes a diverse slate of brands and content from BET, CBS (including CBS Television Studios and CBS Television Distribution), Comedy Central, MTV, Nickelodeon, Paramount Pictures and Showtime. With properties spanning animation, live-action, preschool, youth and adult, VCP is committed to creating the highest quality product for some of the world's most beloved, iconic franchises. Additionally, VCP oversees the direct-to-consumer online business for CBS' programming merchandise, as well as standalone SpongeBob, MTV, Star Trek and Showtime branded ecommerce websites.
UK: The aerial is losing its grip. As broadband becomes the default way Britons watch television, the UK is edging towards a decisive, and divisive, question: should Freeview be switched off by 2034? The issue, highlighted in reporting by The Guardian, has exposed deep fault lines over access, affordability and the future of public service broadcasting.
For nearly 25 years, Freeview has delivered free-to-air television from the BBC, ITV, Channel 4 and Channel 5 to almost every corner of the country. Even now, it remains the UK’s largest TV platform, used in more than 16m homes and on around 10m main household sets. Yet the same broadcasters that built it are now pressing for its closure within eight years.
Their case rests on a structural shift in viewing. Smart TVs, superfast broadband and the Netflix-led streaming boom have pulled audiences online. Advertising economics have followed. By 2034, the number of homes using Freeview as their main TV set is forecast to fall from a peak of almost 12m in 2012 to fewer than 2m, making digital terrestrial television, or DTT, increasingly costly to sustain.
But critics say the rush to switch off risks abandoning those least able, or least willing, to move online.
“I don’t want to be choosing apps and making new accounts,” says Lynette, 80, from Kent. “It is time-consuming and irritating trying to work out where I want to be, to remember the sequence of clicks, with hieroglyphics instead of words. If I make a mistake I have to start again.”
Lynette is among nearly 100,000 people who have signed a “save Freeview” petition launched by campaign group Silver Voices. She fears the government is about to “take [Freeview] away from me and others who either don’t like, can’t afford, or can’t use online versions”.
Official figures underline the fault lines. A report commissioned by the Department for Culture, Media and Sport estimates that by 2035, 1.8m homes will still depend on Freeview. Ofcom’s analysis shows those households are more likely to be disabled, older, living alone, female, and based in the north of England, Wales, Scotland and Northern Ireland.
Freeview is owned by the public service broadcasters through Everyone TV, which also operates Freesat and the newer streaming platform Freely. After two years of review, DCMS is expected to set out its position soon, drawing on three options proposed by Ofcom: a costly upgrade of Freeview’s ageing technology; maintaining a bare-bones service with only core PSB channels; or a full switch-off during the 2030s.
The broadcasters have rallied behind the third option. They argue that 2034 is the logical cut-off, when transmission contracts with network operator Arqiva expire. By then, they say, the cost of broadcasting to a dwindling audience will far outweigh the returns from TV advertising.
Ofcom agrees a crunch point is approaching. In July, the regulator warned of a “tipping point” within the next few years, after which it will no longer be commercially viable for broadcasters to carry the costs of DTT.
Others see risks beyond economics. Questions remain over whether internet TV can reliably deliver emergency broadcasts, such as the daily Covid updates, in the way that universally available DTT can. The UK radio industry has also warned that an internet-only future for TV could push up distribution costs and force some radio stations off air if PSBs no longer share Arqiva’s mast network.
“It is a political hot potato,” says Dennis Reed, founder of Silver Voices, who says he has “dissociated” his organisation from the government’s stakeholder forum, which he believes is “heavily biased” towards streaming.
The Future TV Taskforce, representing the PSBs, counters that moving online could “close the digital divide once and for all”. “We want to be able to plan to ensure that no one is left behind,” a spokesperson says, adding that rising DTT costs could otherwise mean cuts to programme budgets.
The numbers show the scale of the challenge. Of the 1.8m Freeview-dependent homes projected for 2035, around 1.1m are expected to have broadband but not use it for TV. The remaining 700,000 are forecast to lack a broadband connection altogether.
Veterans of the analogue switch-off, completed in 2012 after 76 years, recall similar fears of “TV blackout chaos”. Around 6 per cent of households were labelled “digital refuseniks”, yet a targeted help scheme and a national campaign, fronted by a robot called Digit Al voiced by Matt Lucas, delivered a largely smooth transition.
This time, the BBC is less keen to foot the bill. Tim Davie, the outgoing director general, has said the corporation should not fund a comparable support programme for a Freeview switch-off.
Research for Sky by Oliver & Ohlbaum suggests that with early awareness campaigns and digital inclusion measures, only about 330,000 households would ultimately need hands-on help ahead of a 2034 shutdown.
Meanwhile, viewing habits continue to fragment. Audience body Barb says 7 per cent of UK households no longer own a TV set, choosing to watch on other devices. In December, YouTube overtook the BBC’s combined channels in total UK viewing across TVs, smartphones and tablets, albeit measured at a minimum of three minutes.
That shift may accelerate. YouTube has recently blocked Barb and its partner Kantar from accessing viewing session data, limiting transparency just as online platforms consolidate power.
“When the government chose British Satellite Broadcasting as the ‘winner’ in satellite TV it was Rupert Murdoch’s Sky instead that came out on top,” says a senior TV executive quoted by The Guardian. “There already is such an outsider ready to be the winner in the transition to internet TV; it is YouTube.”
Freeview’s future now hangs on a familiar British dilemma: modernise fast and risk exclusion, or protect universality and pay the price. Either way, the aerial’s days as king of the living room look numbered.
