Paramount Global[1] (formerly Viacom and ViacomCBS) is an American media company that co-owned Rainbow SpA (the studio that produces Winx Club) from 2011 until 2023. Paramount also owns Nickelodeon, the co-producer of the show from Season 5 through Season 7.
Paramount Global financed many events for the show. In 2010 alone, the company provided the funds for the third and fourth seasons' international relaunches, the production of brand-new seasons, and a new CGI film.[2]
In February 2011, it was announced that Paramount Global (named Viacom at the time) had bought out 30% of Rainbow. According to VideoAge, the purchase was valued at 62 million euros (US$83 million).[3] The rest (70%) was left to Iginio Straffi. It was called "the most significant transaction [in Italian entertainment]" of the year by Cineconomy, and "Straffi's most important agreement" by L'espresso.[4] As a result, Paramount Global's Nickelodeon networks broadcast Rainbow's shows worldwide. Nickelodeon's American studios have also collaborated with Rainbow on multiple shows, including Winx Club since 2010 and Club 57 in 2019.
In January 2023, Paramount's ownership stake was sold back to Iginio Straffi. While Nickelodeon will continue to be a broadcast partner for the studio, the purchase allows Straffi full control of Rainbow's new projects. Straffi said, "We will continue to collaborate, but I see this as a new opportunity...I have always been very proud that Viacom chose us as their partner over ten years ago."
Overview
Paramount Global became involved in financing and producing the Winx Club franchise upon its purchase of 30% of the Rainbow S.p.A. studio.
Pierluigi Gazzolo, the Italian-born president of both Viacom Studios and Nickelodeon International, was a member of Rainbow's board of directors[5] from 2011 until he left Viacom in 2020. He was responsible for arranging the co-production partnerships between Rainbow and Nickelodeon. Explaining his decision to produce the show, Gazzolo said "we really believe in the Winx."[6] During one of his chats with Iginio Straffi, Gazzolo and Straffi had the idea to produce a follow-up show together, which eventually became Club 57.[7]
In a December 2020 interview, Iginio Straffi talked about how proud he was to continue working with Viacom: "Viacom was excited about Rainbow’s creative capacity and was interested in producing brands for the licensing world. Ours was a fortunate encounter, and their choice to partner with us was an incredible confirmation of our worth in the industry. Collaborating with them, we have had the opportunity to grow further and reach even more audiences worldwide."[8]
In 2022, Viacom was renamed Paramount Global. In June 2022, Paramount launched a 24-hour Winx Club channel on their Pluto TV on-demand service.[9] As of 2023, the channel is currently only available in the Spanish and French feeds.
After almost 12 years of co-ownership, Iginio Straffi bought out Paramount's stake in Rainbow in January 2023. While Nickelodeon will continue to be a broadcast partner for the studio, the purchase allows Straffi full control of Rainbow's new projects. He said, "We will continue to collaborate, but I see this as a new opportunity. Rainbow can now work closer with other companies while still being a content provider for Viacom. I have always been very proud that Viacom chose us as their partner over ten years ago."
Fan Response
Starting with the fifth season, Iginio Straffi changed the show's target demographic to a younger audience. Some fans have incorrectly blamed Paramount Global (co-owner of Rainbow since 2011) for this decision, when it was actually Straffi who chose to aim the show at younger children. Reflecting on this, Straffi said in 2019: "Nowadays, it's very difficult to get a 10-year-old to watch cartoons. They all go for the live-action... When your [new] target is 4-to-8, your story cannot have the same level of complexity as the beginning seasons of Winx... The fans of the previous Winx Club say on social media that the new seasons are childish, but they don't know that we had to do that."[10]
Trivia
Viacom on the copyright engraving for a Musa Sirenix doll (click to zoom in).
- According to VideoAge, Paramount Global's Italian subsidiary was created in 2011, specifically to purchase its division of Rainbow.[3]
- Viacom's name can be seen printed on many Winx Club toys.
Gallery
References
- ↑ https://www.paramount.com/press/viacomcbs-unveils-new-company-name-global-content-slate-and-international-expansion-plans-for-paramount-at-investor-event
- ↑ Cineconomy 2010
- ↑ 3.0 3.1 VideoAge Daily
- ↑ L'espresso
- ↑ Business Wire
- ↑ Winx, fatine italiane coprodotte negli USA
- ↑ Iginio Straffi and Pierluigi Gazzolo interview clip
- ↑ Rainbow celebrates 25 colorful years
- ↑ Pluto TV to Launch Winx Club Channel
- ↑ TV Kids Interview with Iginio Straffi
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