CTV and MTV will launch a multi-layered, multi-platform MTV media entity as part of the new station debut.
The all-Canadian multi-platform strategy was revealed today by Ivan Fecan, President and Chief Executive Officer, Bell Globemedia and CEO for CTV Inc., together with Susanne Boyce, CTV President of Programming and Chair of the CTV Media Group
and Brad Schwartz, Senior Vice President and General Manager for MTV in Canada.
CTV's MTV launch represents the biggest multi-platform launch among all 49 worldwide MTV services comprising the MTV Networks International family, Bill Roedy, Vice Chairman, MTV Networks and President, MTV Networks International confirmed.
"MTV in Canada is embarking on the biggest multiplatform launch ever," said Roedy. "This is a historic milestone that celebrates Canada's rich diversity and culture while providing breakthrough entertainment to audiences whenever and wherever they want it."
The MTV brand will debut in true 360-degree fashion; across six different platforms. The "Six Arms of MTV" will incorporate numerous distribution strategies including conventional and specialty channel platforms, mobile, Video On Demand (VOD) and in pioneering fashion, across a newly created premium broadband service, MTV Overdrive, the first of its kind in Canada.
1. On MTV, a newly branded Canadian analog specialty service offering a winning schedule, infused with lifestyle, talk and documentary programming and anchored by distinct and interactive Canadian series. The channel is immediately available in 6 million Canadian households via all major cable and DTH services;
2. On MTV Overdrive, a new broadband channel that represents a first-of-its-kind in Canada. The free premium video service harnesses the latest in technology to deliver MTV content to anyone at broadband speeds.
On demand are full-length MTV programs, daily MTV News, custom short-form programming, movie and game reviews and much more. In addition to providing
MTV-branded content, Overdrive is MTV's answer to music authenticity in Canada with exclusive MTV music events, artist interviews, live performances
and thousands of music videos. Overdrive will live at www.mtv.ca and launches March 21 at 6 p.m. ET;
3. On a conventional television platform where newly created "MTVonCTV" branded blocks of programming will be seen six nights a week across Canada
on CTV's conventional stations;
4. On Mobile, with exclusively produced MTV mobisodes and made for mobile programming for individual carriers and also via cross-carrier mobile distribution, MTV Mobile showcases a range of MTV programs that include video, soundtrack ring-tones, wallpapers and more, all available for
download via mobile phones and directly off the mtv.ca website;
5. On Video on Demand with an extensive line-up of MTV hit programs immediately available;
6. Through MTV branded live events across Canada and at its historic Toronto-based Masonic Temple Concert Hall.
In addition, MTV is now underway with plans for an additional distribution strategy to make MTV's hit programs available to portable video devices.
"A new chapter in Canadian media, employing multiple platforms and interactivity, begins. The future is now," said Fecan.
"It's a landmark day for Canada's creative community and viewers from coast-to-coast," said Boyce. "A culturally vibrant country like ours deserves its own MTV. Sharing Canada's creative talent with the world through MTV's worldwide network puts Canada on the world stage. It's where we belong."
"Finally, we can unveil to Canadians this ambitious strategy that combines industry-leading distribution partners and new technology with fresh, relevant and energetic MTV content with a distinctly Canadian flavour," said Schwartz. "We are perfectly positioned to serve Canadian audiences like
never before, ultimately delivering the very definition of 'I Want My MTV' to Canadians anywhere at any time."
The MTV brand creates a boon for production in Canada.
No less than seven new Canadian series are now in production, six of them hitting the MTV Specialty schedule at launch. It's a whole new creative outlet for talent and the production community. In all,
more than 150 jobs have been created so far. And when the MTV brand launches, people will see one of the most distinctively Canadian brands on
the dial, with a comprehensive creative campaign conceived and inspired by various Canadian imagery and artists. Each campaign is infused with tried
and true Canadian imagery, turned on its ear with passion, attitude and irreverence in a way that reveals how there is a little MTV in everyone.
Six Million Households: Following new and expanded carriage deals with distribution partners Rogers Cable and Bell ExpressVu, MTV confirmed today
that its analog specialty service, MTV, will be immediately available in 6 million Canadian households on Day One. In the ensuing months, as MTV works with its other cable and DTH partners, more distribution announcements will be made in an effort to make this valuable television brand available to as many Canadians as possible.
Canadian advertisers want their MTV. MTV revealed an extensive list of 23 advertising partners who have inked multi-platform sponsorship deals to be
on-board for Day One. They include Bell Mobility, Cadbury Adams, Clean & Clear and Neutrogena Deep Clean, Coca Cola, Colgate Palmolive Canada Inc.,
Columbia Brewery, Dairy Farmers of Canada Milk, General Motors of Canada, KFC Canada, Kraft Canada, Labatt Breweries of Canada, McDonalds Restaurants
of Canada Limited, Mission: Impossible III, Molson Canadian, Motorola, Nike, Nokia Products Limited, Pepsico, Sony Entertainment - the Benchwarmers, Taco
Bell, Telus and West 49.
MTV's multiplatform advertising opportunities allow clients' brands to reach millions of consumers via an array of on-air and digital assets, including
the broadband service MTV Overdrive.
"The incredible response from clients and the agency community is confirmation that we are on target with the brand, our content and the distribution strategy," said Schwartz. "We want to acknowledge all 23 partners who have joined the MTV business from Day One. Our goal is to make MTV the preferred destination for advertisers, large and small, and we look forward to growing together with all of our partners."
MTV in Canada is a Canadian programmed and managed business wholly owned by CTV Inc., a division of Bell Globemedia Inc.
http://www.cablecastermagazine.com/issues/ISArticle.asp?id=53869&issue=03202006
The all-Canadian multi-platform strategy was revealed today by Ivan Fecan, President and Chief Executive Officer, Bell Globemedia and CEO for CTV Inc., together with Susanne Boyce, CTV President of Programming and Chair of the CTV Media Group
and Brad Schwartz, Senior Vice President and General Manager for MTV in Canada.
CTV's MTV launch represents the biggest multi-platform launch among all 49 worldwide MTV services comprising the MTV Networks International family, Bill Roedy, Vice Chairman, MTV Networks and President, MTV Networks International confirmed.
"MTV in Canada is embarking on the biggest multiplatform launch ever," said Roedy. "This is a historic milestone that celebrates Canada's rich diversity and culture while providing breakthrough entertainment to audiences whenever and wherever they want it."
The MTV brand will debut in true 360-degree fashion; across six different platforms. The "Six Arms of MTV" will incorporate numerous distribution strategies including conventional and specialty channel platforms, mobile, Video On Demand (VOD) and in pioneering fashion, across a newly created premium broadband service, MTV Overdrive, the first of its kind in Canada.
1. On MTV, a newly branded Canadian analog specialty service offering a winning schedule, infused with lifestyle, talk and documentary programming and anchored by distinct and interactive Canadian series. The channel is immediately available in 6 million Canadian households via all major cable and DTH services;
2. On MTV Overdrive, a new broadband channel that represents a first-of-its-kind in Canada. The free premium video service harnesses the latest in technology to deliver MTV content to anyone at broadband speeds.
On demand are full-length MTV programs, daily MTV News, custom short-form programming, movie and game reviews and much more. In addition to providing
MTV-branded content, Overdrive is MTV's answer to music authenticity in Canada with exclusive MTV music events, artist interviews, live performances
and thousands of music videos. Overdrive will live at www.mtv.ca and launches March 21 at 6 p.m. ET;
3. On a conventional television platform where newly created "MTVonCTV" branded blocks of programming will be seen six nights a week across Canada
on CTV's conventional stations;
4. On Mobile, with exclusively produced MTV mobisodes and made for mobile programming for individual carriers and also via cross-carrier mobile distribution, MTV Mobile showcases a range of MTV programs that include video, soundtrack ring-tones, wallpapers and more, all available for
download via mobile phones and directly off the mtv.ca website;
5. On Video on Demand with an extensive line-up of MTV hit programs immediately available;
6. Through MTV branded live events across Canada and at its historic Toronto-based Masonic Temple Concert Hall.
In addition, MTV is now underway with plans for an additional distribution strategy to make MTV's hit programs available to portable video devices.
"A new chapter in Canadian media, employing multiple platforms and interactivity, begins. The future is now," said Fecan.
"It's a landmark day for Canada's creative community and viewers from coast-to-coast," said Boyce. "A culturally vibrant country like ours deserves its own MTV. Sharing Canada's creative talent with the world through MTV's worldwide network puts Canada on the world stage. It's where we belong."
"Finally, we can unveil to Canadians this ambitious strategy that combines industry-leading distribution partners and new technology with fresh, relevant and energetic MTV content with a distinctly Canadian flavour," said Schwartz. "We are perfectly positioned to serve Canadian audiences like
never before, ultimately delivering the very definition of 'I Want My MTV' to Canadians anywhere at any time."
The MTV brand creates a boon for production in Canada.
No less than seven new Canadian series are now in production, six of them hitting the MTV Specialty schedule at launch. It's a whole new creative outlet for talent and the production community. In all,
more than 150 jobs have been created so far. And when the MTV brand launches, people will see one of the most distinctively Canadian brands on
the dial, with a comprehensive creative campaign conceived and inspired by various Canadian imagery and artists. Each campaign is infused with tried
and true Canadian imagery, turned on its ear with passion, attitude and irreverence in a way that reveals how there is a little MTV in everyone.
Six Million Households: Following new and expanded carriage deals with distribution partners Rogers Cable and Bell ExpressVu, MTV confirmed today
that its analog specialty service, MTV, will be immediately available in 6 million Canadian households on Day One. In the ensuing months, as MTV works with its other cable and DTH partners, more distribution announcements will be made in an effort to make this valuable television brand available to as many Canadians as possible.
Canadian advertisers want their MTV. MTV revealed an extensive list of 23 advertising partners who have inked multi-platform sponsorship deals to be
on-board for Day One. They include Bell Mobility, Cadbury Adams, Clean & Clear and Neutrogena Deep Clean, Coca Cola, Colgate Palmolive Canada Inc.,
Columbia Brewery, Dairy Farmers of Canada Milk, General Motors of Canada, KFC Canada, Kraft Canada, Labatt Breweries of Canada, McDonalds Restaurants
of Canada Limited, Mission: Impossible III, Molson Canadian, Motorola, Nike, Nokia Products Limited, Pepsico, Sony Entertainment - the Benchwarmers, Taco
Bell, Telus and West 49.
MTV's multiplatform advertising opportunities allow clients' brands to reach millions of consumers via an array of on-air and digital assets, including
the broadband service MTV Overdrive.
"The incredible response from clients and the agency community is confirmation that we are on target with the brand, our content and the distribution strategy," said Schwartz. "We want to acknowledge all 23 partners who have joined the MTV business from Day One. Our goal is to make MTV the preferred destination for advertisers, large and small, and we look forward to growing together with all of our partners."
MTV in Canada is a Canadian programmed and managed business wholly owned by CTV Inc., a division of Bell Globemedia Inc.
http://www.cablecastermagazine.com/issues/ISArticle.asp?id=53869&issue=03202006
