Dec. 23, 1948
Foster Advertising and Player’s Cigarettes present the first Canadian-produced TV show. Royal Winter Fair-broadcast by WBEN-TV in Buffalo-is shown to an audience on a nine-inch monitor set up at the King Edward Hotel in Toronto
Sept. 6, 1952
TV debuts in Canada. Among the first wave of advertisers: Ford, Campbell’s Soup, Westinghouse, Imperial Tobacco and Salada Tea
Oct. 11, 1952
A radio staple since 1931, Hockey Night in Canada debuts on TV. Imperial Oil sponsors the show, and its “Happy Motoring” song opens the telecast until 1968, when it’s replaced by the iconic HNIC theme song
February 1957
International Surveys reports Canadians watch an average of 4.3 hours of television a day
1959
The Ford Motor Company of Canada signs a $2.5-million deal with the CBC to sponsor what would become the drama and variety series Startime, along with two French-language shows, local news, a Hollywood western and the Tennessee Ernie Ford Show
1961
The census reveals that more Canadian households-82.5% or 3.75 million-have TVs than flush toilets
Feb. 19, 1961
Montreal’s Télé-Métropole (which would become the flagship station in the TVA Network) begins operation as the first private station in Montreal
Oct. 1, 1961
The Canadian Television Network (CTN) debuts as a second national network. It’s name would change to CTV in 1962. Among the programs on its 1961-62 schedule: The Andy Griffith Show and The Rifleman
1965
Gallup finds that two-thirds of Canadians believe there is “too much advertising” in broadcasting
1966
Colour TV officially arrives in Canada, although colour broadcasts from the U.S. have been available since 1953
Dec. 31, 1971
The last-ever cigarette commercial in Canada, for Benson and Hedges’ Mark Ten cigarettes, airs on CTV
1972
Citytv debuts as Canada’s first urban TV station. It would introduce several shows that became TV landmarks, including Baby Blue Movies and Fashion Television
1973
“The Swede vs. the Canadian” a 15-second public service ad for ParticipACTION, informs viewers that the average 60-year-old Swede is as fit as the average 30-year-old Canadian. The ad has a marked effect on the Canadian psyche
Jan. 6, 1974
The Global Television Network signs on the air with six transmitters across southern Ontario. By mid-spring, it’s losing roughly $1 million a month.
Jan. 17, 1977
The “first full female nude” appears in an ad, although strategic camera placement means parts of the woman’s anatomy are concealed. The ad for Vic Tanny’s health club is created by D. Dick and Associates, Toronto. The CRTC orders the ad off the air in March, saying it runs afoul of its “good taste policy”
1979
The CRTC’s newly created task force on sex stereotyping in broadcast media deems 32 of 35 commercials it screens-among them ads for Oil of Olay, V8 and Scott Paper-as “objectionable.” The Association of Canadian Advertisers (ACA) vows to fight back against the group, which it says is dominated by “militant feminists”
1980
“Two minutes for lookin’ so good” becomes part of the Canadian lexicon, courtesy of an ad for Grecian Formula starring Maurice “The Rocket” Richard
Aug. 15, 1983
The ACA stresses the need for more non-white actors in TV commercials
Oct. 10, 1983
ACA chair Michael Kennerley predicts “tough going” for specialty services in their battle with conventional TV
1984
The CRTC licenses the first group of Canadian specialty channels: MuchMusic, TSN, Telelatino and Chinavision
Sept. 7, 1986
Télévision Quatre-Saisons (TQS) debuts in Quebec. It goes on to position itself as the “black sheep” of television
1987
The second wave of specialty channels debuts. Among the nine new stations: VisionTV, YTV, TV5, MusiquePlus and RDS. CBC Newsworld is also licensed, but doesn’t air until 1989
1989
Norwich Union debuts the “It’s Patrick Calling” spot, by Ogilvy & Mather. Along with the Canadian Tire guy, Patrick’s doltish father is arguably the most scorned personality in Canadian TV advertising
1994
Another 50 specialty channels are approved by the CRTC, including Bravo, Showcase, Discovery, Life Network and WTN (now the W Network)
April 2000
Molson debuts “I Am Canadian,” the landmark ad from Bensimon Byrne D’arcy, which sees “Joe Canadian” loudly underscoring the differences between Canada and the U.S. It quickly becomes a cultural touchstone
Sept. 7, 2001
Nearly 50 new specialty channels debut on the digital tier. They are largely overlooked in the wake of the Sept. 11 terrorist attacks
Feb. 24, 2002
A record 10.6 million Canadians tune into CBC to watch the gold medal game between Canada and the U.S. at the Salt Lake City Olympics
