Once viewed as a Toronto-centric broadcaster, Citytv is attempting to give its brand a strong national boost with last night’s debut of the competition-based reality series Canada’s Got Talent.
Citytv has worked hard over the last few years to carve a place for itself among the big three broadcasters by offering audiences a healthy mix of popular American comedies and drama. Now the Rogers’ owned broadcaster has its sights set on Canadian produced content with Canada’s Got Talent and The Bachelor Canada, which is slated for the fall.
Last September Citytv announced that Tim Hortons was the first advertising partner to sign on for Canada’s Got Talent. The media activation program includes giveaways, commercial activity, promotion and product placement. (Watch for the bright red “Roll Up The Rim” cups perfectly placed on the judges’ table).
Nissan and BlackBerry have also aligned themselves with the show.
According to Malcolm Dunlop, executive vice-president of programming and operations for Rogers Media, the pre-built international audience for these properties make them “shows that advertisers want to get involved with, so it really is taking the shows we have U.S. rights for and making them signature Canadian programming.”
Scott Moore, president, broadcast at Rogers Media met with Marketing ahead of the show’s debut to discuss multiplatform advertising opportunities and why it’s important for Citytv to have Canadian produced content in its lineup.
Check out the “Mid-Season TV Report” in the March 12 issue of Marketing to find out what shows Citytv, CTV and Global are launching in the coming months.
