Paramount offers content to ZillionTV

Studio also is taking equity stake in VOD company

Like several of its competitors, Paramount is buying into the idea of ZillionTV, offering up content and taking an equity stake in the young VOD company.

ZillionTV allows users to purchase or rent movies and TV shows for viewing on their TV screens. Its more unique offering, though, is allowing consumers to watch such content free if they agree to watch commercials for products in categories that viewers choose for themselves.

Zillion also has developed a frequent-watchers program, rewarding viewers in the same way that airlines reward frequent flyers.

Paramount joins Warner Bros., Sony, NBC Universal, Fox, Disney and Lionsgate, which own a stake in Zillion and supply it with content.

Paramount is set to announce Monday that it intends on making "In & Out," "Ordinary People" and other library titles free with commercials, while newer releases such as "Iron Man," "Revolutionary Road" and "The Curious Case of Benjamin Button" can be rented or purchased.