MTV invented the reality genre back in 1992 with the premiere of The Real World. Since then, the MTV Entertainment Group has been churning out hits-turned franchises like the Shores, The Challenge and RuPaul’s Drag Race.
Now, in the age of streaming, the reality series are filling the unscripted library on Paramount+. Nina L. Diaz, chief creative officer for unscripted entertainment and adult animation at Paramount+ and CCO and president of content for MTV Entertainment Group, leads the teams behind that unscripted pipeline. She also heads up the adult animation group, which is behind the expansion of the South Park universe on Paramount+ and the return of Beavis and Butt-head.
“Within the last year, we've delivered more hits than ever—and we’ve been able to take that from linear to streaming, and now global,” says Diaz.
In an interview from the Paramount video series “Streaming On,” Diaz discusses how unscripted and animated content differentiates the Paramount+ content library, and builds upon Paramount’s years of success in those genres. Below is a condensed version of her chat with “Streaming On” host Dometi Pongo.
Dometi Pongo: How does your work in streaming mirror what Paramount is doing on linear in terms of creating compelling content?
Nina L. Diaz: We’re fortunate enough at Paramount to have a treasure trove of unscripted hits which gives us a leg up to fuel Paramount+. We’re giving reality superfans even more of what they love.
DP: Why is reality TV such an important genre for Paramount+?
ND: Reality TV is one of the most consumed genres in the world and we’re all seeing the rise of it on streaming. Paramount continues to be in the top 10 of most-consumed reality TV on cable and some of the top mentioned series on social media. So, that gives us a huge advantage to supercharge those franchises and bring fans into those plots and series they already know and love like The Real World, The Challenge, RuPaul’s Drag Race, the Shores, and so much more. The stories on reality TV are some of the most authentic that you’re going to get. They give you a glimpse into other people’s lives and cultures and can transport you to places you haven’t been.
DP: How does MTV help Paramount when it comes to churning out reality content for Paramount+?
ND: I don’t think there’s a brand better poised to lead unscripted content in the streaming space than MTV. We’re home to The Real World all the way to the Jersey Shore. It essentially birthed the reality genre with The Real World and still finds success with shows like The Challenge: All Stars and new franchises like Queens of the Universe, which dovetails off the phenomenal success and popularity of RuPaul’s Drag Race. It all puts MTV Entertainment and Paramount+ in a great position in the streaming space because it’s all about hits.
DP: How are you using your background in unscripted to help shape how you're thinking about the content you create for Paramount+?
ND: I actually started my career in news—pre-reality TV bubble—and I was lucky enough to come to MTV and be a part of creating and launching reality hits like Cribs and My Super Sweet 16 and then Bravo’s The Real Housewives of New Jersey. This is what I love to do and I actually consume unscripted. It’s about amplifying what’s happening in culture and telling stories that haven’t been told before. On the Paramount+ platform, we can be first in breaking new unscripted ground, which is part of our legacy with The Real World.
DP: What’s the key to creating streaming success from IP that fans know and love from linear in the adult animation space?
ND: It’s about giving them more of what they want. With South Park’s pandemic specials, which have been huge subscription drivers on Paramount+, it’s finding what is exclusive that you can’t get on cable. You can be a little more edgy or provocative on Paramount+, so that offers a huge opportunity to take well-known IP like South Park and transform it in a way that surprises and delights the same fanbase.
“Being able to bring a special version of [Teen Wolf] to streaming is a priceless opportunity.”
DP: What have you learned about what content succeeds, and how does that inform the franchises you create?
ND: The Challenge is a great example. It’s a huge hit on MTV linear and we thought about how we could give those fans more of what they love. That’s how we came up with The Challenge: All Stars. On Paramount+, we were able to bring back all of the former favorite players on the show. We strategically listened to the audience and monitored what gets traction on social. We’re engaging with them and creating content with the viewer in mind as we develop shows that can translate to Paramount+. And, Queen of the Universe, was inspired by the success of RuPaul’s Drag Race, which was about bringing a subculture to the mainstream. We thought about how we could create that on a global scale, but also do something that hasn’t been done before. It’s totally original and unique in that space as it not only tests if contestants have the singing chops but also amplifies stories about drag and gay culture all over the world.
DP: What Paramount+ content are you excited about?
ND: We’re really focusing on global and going to do a version of the Shore franchise that features a global cast to mix cultures together. Teen Wolf coming to the service will be huge as it has a very passionate fandom. Being able to bring a special version of it to streaming is a priceless opportunity.
