Ownership changes and library expansion
In 1989, Gulf+Western was re-incorporated as Paramount Communications, named after the company's prime asset, Paramount Pictures (the name of which was also used for the company as a whole). That firm was sold to Viacom in 1994. In 1990, Paramount had signed Arsenio Hall to a multi-year exclusive production contract for film and television projects, and let his talk show to be renewed through 1994.[17]
In 1992, Paramount had struck a deal with various talent writers and producers. The talent were Don Johnson, Kathy Speer and Terry Grossman, Barry Fanaro and Mort Nathan, Danny Bilson and Paul De Meo, Tim O'Donnell, Janet Leahy, John Mankiewicz, Christopher Crowe and Jacob Epstein and Ken Solarz.[18] Also that year, Donald P. Bellisario had left Universal Television after 12 years to sign with Paramount Television.[19]
The Viacom merger gave Paramount a larger television library as well, since Viacom had television production and distribution units as well prior to the Paramount acquisition. The distribution company, Viacom Enterprises (which syndicated the classic CBS library among other shows), was merged into Paramount Domestic Television while the production company, Viacom Productions (known at the time for its co-productions with Fred Silverman and Dean Hargrove), continued as a division of Paramount Television until 2004.
The first major hit from Viacom Productions to debut after becoming a division of Paramount Television was Sabrina the Teenage Witch, based on the Archie Comics of the same name. Starring Melissa Joan Hart as the title character, the series lasted four seasons on ABC (in contrast to the lack of success from the parent company on the network in this period) and three on The WB between 1996 and 2003.
In 1995, Paramount struck a program deal with Procter & Gamble for a three-year period.[20] It also expanded with a first-look partnership with NBC to obtain their projects created by the partnership that year.[21] Also that year, it entered into a partnership with the Fox Broadcasting Company to launch a joint partnership with Television Production Partners to help them advertise their projects, and also include support from Fox's production partners.[22]
In 1994, the Paramount Television Group and MTV Productions signed a deal to develop projects commissioned by MTV, and gave Paramount the right of first refusal on projects developed by MTV.[23] For the 1997-98 season Paramount Network Television collaborated with Viacom sister MTV Productions, to produce the NBC comedy Jenny, the UPN (then-sister of MTV) comedy Hitz, and the WB drama Three, but none of them got success beyond its first season.[24]
In 1996, producer Barry Kemp had signed a multi-year overall deal with Paramount to produce their projects under the Bungalow 78 Productions banner, and had plans for a series with a 13-episode commitment for CBS.[25] Paramount then turned around, along with Kemp, with part ways, to turn the project over to Warner Bros. Television with new showrunners Ed Decter and John J. Strauss on the board.[26]
Paramount continued to build its television library. In 1999, Viacom acquired full interest in Spelling Entertainment Group (which included Spelling Television, Big Ticket Entertainment, Worldvision Enterprises, and Republic Pictures, among other companies), and the rights to Rysher Entertainment's television holdings. Also in 1999, Steven Bochco, being lured from CBS was recruited by Paramount Television for a production/distribution agreement.[27] In 2003, Big Ticket was absorbed into Paramount, but Big Ticket continued to be used as an in-name only unit.[28] In late 2005, Spelling Television has laid off its employees, transitioning from a separate studio to a pod development deal within the studio.[29]
