Channel Zero Inc. is taking a page from its more than 50-year history with all-new branding and fall programming for its CHCH television station in Hamilton, Ont.
The new tag line is “Your Superstation,” and it comes with a logo that harks back to the station’s identity of decades past.
For the rebrand, RFPs were sent to agencies in the U.K., U.S. and Canada, resulting in nine submissions. Ultimately, the project was awarded to Channel Zero’s in-house creative department.
“Our in-house creative services team had been saying for months that when the time came they wanted to put their hat in the ring,” said Channel Zero vice-president of sales and marketing Chris Fuoco. “The review was blind, and our internal and external research validated that theirs was world-class work and that’s ultimately what we’re rolling out. It’s very exciting and has been a real rallying point for the staff to know just how talented our people are.”
The new logo will start appearing on-air today, though it emerged online late last week.
“The station went on the air in 1954 and has an incredible history,” said Fuoco. “The new look just taps into our brand equity. And the music that will accompany it is reminiscent of the jingle from the 1970s as well.”
The station has also added late night shows Jimmy Kimmel Live and Nightline to its line-up. Fuoco said that response from advertisers to the new look and new shows has been positive.
CHCH is also dipping into its history by bringing back its once-popular Sportsline show.
The addition of Sportsline is sure to raise some eyebrows among Ontario sports fans. Originally hosted by Mark Hebscher and Jim Tatti, it was a popular staple of local sports news, but disappeared with the rise of multiple 24-hour sports channels.
In its newest incarnation, Hebscher returns, this time with co-anchor Clint ‘Bubba’ O’Neil.
“The sports fan is really well-served in Canada and we recognize that,” said Fuoco. “We know for Sportsline to be a success it needs to be distinct and have a different perspective. The show concept is that is won’t be a highlight package show but a topical discussion show around opinions on the stories of the day.”
