Paramount Network is being positioned as a "premium" basic cable network, similar to competitors such as AMC and FX. Network president Kevin Kay explained that Bakish wanted Viacom to have a "flagship" outlet for scripted programming, as opposed to making inefficient investments into them across individual channels. He added that Paramount Network's offerings would be distinguished from other "premium" basic cable networks by continuing to emphasize Middle America as a key viewer base. Even with its subsequent rebrandings, Paramount Network still had significant carriage strength and viewership in the Midwest and South due to its heritage as TNN. Kay argued that its initial slate of original dramas were not as "dark", citing the setting of "Yellowstone" as making it "brighter and a bit more blue sky than some of the things that are on premium cable TV now".