Buyers Series 2023

Azar Marashian

Head of Content Acquisitions

Network Ten

It was a treat for iNSiGHTS magazine to chat with Azar Marashian, who has been with Paramount Australia and New Zealand (ANZ) for more than 20 years and is responsible for acquiring all domestic and international content across Paramount ANZ’s suite of channels and platforms, including Network 10’s linear free-to-air channels (10, 10 Bold, 10 Peach and Nickelodeon), SVOD (Paramount+) and AVOD platforms (10 Play and FAST channels). 

Azar’s acquisition successes have given her the kind of knowledge unrivalled, as she manoeuvres the region and beyond. In Azar’s POV, the genres that work best for the territories she covers—both in scripted and non-scripted—should fit within the Paramount brand, while each platform maintaining its own unique personality and requirements.

“For the most part we’re focussed on broad drama series, entertainment, and reality,” Azar noted. “We’re also interested in content that has utility to move through our content ecosystem that spans linear free-to-air, BVOD, FAST and SVOD that will connect with different audiences in each platform.”

Looking at the current focus of Paramount ANZ, Azar elaborated that the good thing about Paramount ANZ, is that they tend to look at content holistically. “We acquire with a certain platform in mind but in Australia, we also window with our other platforms across our content ecosystem. The current focus is to expand our FAST channel offerings, but we’re equally looking for premium drama and entertainment programs to drive growth across all our channels and platforms,” Azar offered.

Addressing the expansion of acquiring content for the substantial Asian Diaspora globally, Azar commented that they are mindful of the diverse audiences they have coming to each of their platforms, but also know that great content will hold universal appeal to a myriad of audiences. 

“We have Korean commissions on Paramount+ via Catherine Park and her team in Korea. Bargain, which has won several international awards is launching soon. We already have Yonder on the platform, as well as acquired Korean content. We also have foreign language content from our other markets, and we certainly continue to investigate opportunities for more Asian content that will attract diverse audiences, including Asian viewers,” said Azar.

For her, the biggest change in the industry that she has experienced personally is the speed at which both content and technology has grown and changed.  And continues to change.

“We have to constantly adapt and that’s both challenging and very rewarding.”