Pluto TV is launching a new Programmed By Humans brand campaign and, at the same time, embarking on a channel and category recategorization to make navigation easier.
At a time when so many companies and brands are pushing the use of artificial intelligence (AI), Pluto’s Programmed By Humans campaign is designed to highlight the service’s programming and the humans that actually curate the channels.
According to Pluto, consumers will see this brand campaign take effect through three unique commercial spots shown across various platforms, including the company’s linear, streaming and digital properties.
“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,” states Val Kaplan, Global SVP, Head of Consumer Marketing, Pluto TV. “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.”
Here’s one of the commercial spots Pluto TV will be using to highlight its human curation of True Crime content.
Speaking of true crime, and in addition to the increased branding efforts, Pluto TV is also making some changes to the way its channels and categories are organized. This change begins with the introduction of three new categories – Drama, Sci-fi, and True Crime.
With these three new categories, which are all also curated by Pluto TV programmers, Pluto hopes to make it easier for users to navigate the service and discover new content to watch.
As Pluto TV users will already be aware, the free streaming service offers access to a large number of channels, and the three new categories are just the beginning of the recategorization. Pluto plans to make more changes and will continue to roll them out in installments between now and early 2024.
“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,” states Scott Reich, SVP Programming, Pluto TV. “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.”
While different in their approach, both the new Programmed By Humans brand campaign and the recategorization of channels and categories are both designed to highlight how Pluto is making content discovery easier for its millions of users.