In its continued quest to become a more expansive national brand, Toronto’s Citytv quietly announced Thursday that it will now be known as City. According to a statement, the network “has come to represent much more than just television,” and the new name, as well as a shortened logo, will reflect that.
Dale Hooper, senior vice-president of marketing and consumer insights at Rogers Media Inc., said the shift in title is emblematic of a bigger brand evolution, one that reiterates City’s “progressive, witty, approachable” nature and growing media presence. The network boasted rapid growth thanks to three deals that took the brand almost coast to coast.
In January, a deal with SCN took the brand into Saskatchewan, followed by a deal with Jim Pattison Broadcast Group to enter Kamloops, and Prince George in B.C. and Medicine Hat, in Alberta. Finally, and most significantly, City arrived in Montreal following a deal with Channel Zero.
“Quite simply we are now a national brand playing on a national stage,” said Hooper.
“Consumers now consume content whenever and wherever they want.” he added. Hooper noted that City’s audience is young, urban and educated, which puts the network in a healthy spot when it comes to digital innovation.
City has started debuting primetime shows online prior to their television debuts, for example, and ran a series of successful online engagement campaigns during The Bachelor. Hooper said the network will “continue to push social media connectivity” using co-viewing apps.
“We’re just reframing what we already are,” he added. “A brand that engages with people across multiple platforms.”
