• by David Goetzl  @dgoetzl, March 3, 2008

The Paramount movie studio has begun venturing into TV production with an emphasis on developing content for cable networks, Viacom's top executive said last week. A principal goal: feeding programming to corporate cousin MTV Networks' fleet of channels.

CEO Philippe Dauman has signaled for some time that Paramount--which was active in TV production for years, but became a movie studio after Viacom's split with CBS--would look to expand into small-screen production. One reason, he said, was to take advantage of the experience its top two executives, Brad Grey and Gail Berman, had in the field.

However, Berman--who developed such hits as "24" and "House" on Fox, and made the net No. 1 among the 18-to-49 demo for the first time--has since left Paramount and become a partner in an independent production house. Grey was an executive producer of HBO's "The Sopranos."

Dauman provided no details about whether Paramount would look to use its existing brands to build TV properties, or focus on originals in speaking to investors last week about recent company results.

The executive also confirmed that a BET line of films is being formed at Paramount--similar to other company brands, such as MTV and Nickelodeon. A Comedy Central line is also in the works. From the outset of his tenure, Dauman has expressed an eagerness to exploit multiple expansion opportunities for the BET brand, including a film line and internationally (it recently launched a network in the UK).

Dauman's confirmation that the Paramount studio is "beginning our efforts" in TV came on the subject of how the film unit--which posted strong results in 2007 ($5.5 billion in revenue, up 28%)--can maintain that pace. In addition to TV, he cited digital expansion, "theme park development" and consumer products.

"As we move forward with that, we believe we have room to grow," Dauman said.

He also offered no details on theme-park opportunities, although moves there will likely include licensing Paramount brands for rides and other in-park attractions, rather than a return to operating parks themselves. After the split, CBS sold Paramount Parks.

Other opportunities to boost revenues at Paramount that Dauman cited include a greater emphasis on franchise pictures and using the studio's scale to exercise more "marketing muscle."