Wednesday June 30, 2010
HAPPY BIRTHDAY CANADA! WE GOT YOU A NEW REALITY TV CHANNEL.
Return to Press Releases
Global Reality Channel – Canada’s First and Only 24/7 Reality Channel –
Launches July 1, 2010 with Playful, Multi-Platform Campaign
For photography and additional press materials please visit:
www.canwesttvmedia.com
For Immediate Release
TORONTO, June 23, 2010 – Canwest Broadcasting announced today the details of the launch campaign for its highly-anticipated new Specialty channel: Global Reality Channel, Canada’s first and only destination for hit reality programming 24/7. From attention-grabbing on-air creative and print executions to interactive social media elements, viewers won’t be able to miss the excitement surrounding the launch of Global Reality Channel on Thursday, July 1, 2010.
Launching on July 1 to over one million Rogers Digital VIP customers, Global Reality Channel will also be available as part of a 3-month free preview to all Rogers Digital customers. Viewers can look forward to an entertaining schedule and creative on-air look, unique from any other channel in Canada. The concept for the Global Reality Channel on-air look is a virtual factory where ‘reality’ is manufactured. This virtual factory plays with the notion of familiar archetypal reality characters and each on-air ID showcases the creation of a new reality contestant, from “The Troublemaker” and “The Weasel” to the “The Hunk” and “The Flirt”. As the very first Global-branded Specialty channel, Global Reality Channel is a natural extension of the Global brand and the logo design reflects that. Global Reality Channel’s logo is anchored by the Global logo, bringing instant credibility and increased appeal to this new Specialty channel.
“Canadians have a huge appetite for reality programming and we can’t wait to introduce them to the first and only 24/7 reality service in Canada, Global Reality Channel.” said Muriel Solomon, VP, Marketing Strategy, Specialty, Canwest Broadcasting. “The channel on-air look and launch campaign truly celebrate viewers’ love of the reality genre and we have no doubt that it will strike a chord with our audiences and advertisers alike.”
Targeting Adults 25-54 in Toronto and Ottawa, the 4-week launch campaign capitalizes on the Canada Day launch date and will reach viewers through prominent on-air, print and online/social media advertising that reinforce the channel’s addictive, can’t-miss reality schedule. The print portion kicks off on June 30 with celebratory creative playfully featuring reality TV guru Donald Trump popping out of a gift box with the copy “Happy Birthday Canada! We Got You a New Reality TV Channel.” The Ontario based campaign features large print ads in key publications including full-page ads in Metro Toronto on June 30 and gatefolds in the Toronto Star and Ottawa Citizen on July 1. In addition, an execution of the print campaign will wrap daily Toronto commuter paper, 24 Hours, on June 30 and will be distributed at over 200 TTC and GO Stations throughout the GTA by Global Reality Channel-outfitted hawkers.
To further capitalize on the July 1 launch date, Global Reality Channel will use branded stunt teams to distribute Canada Day-inspired Global Reality Channel temporary tattoos. Customized to engage viewers, the cheeky tattoos will be handed out at Canada Day celebrations in Toronto and Ottawa including: Ashbridges Bay, Mel Lastman Square, ByWard Market and Parliament Hill.
On-air promotion for Global Reality Channel began on Global in May, with spots scheduled throughout many top-rated primetime series, beginning with the massive finale of Survivor: Heroes vs. Villains and continuing throughout The Celebrity Apprentice, Bones, Glee and more. These on-air promo spots will continue to run extensively on Global and across Canwest’s 18 Specialty channels leading up to the launch of Global Reality Channel and beyond.
Complementing the on-air, off-air and consumer elements of the campaign, Global Reality Channel will take over the homepage and video centre of top online destination GlobalTV.com, on June 30. This website takeover includes domination of all of the online ad units, which will link to globalreality.ca, as well as a full Global Reality Channel takeover of static background skins, and more. In addition, Facebook users with reality television-related keywords listed in their profiles (i.e. “Survivor”, “Donald Trump”) will be invited to attend the virtual launch of Global Reality Channel and prompted to take part in ongoing reality-based Facebook polls.
The online accompaniment to the channel, globalreality.ca, provides additional reality content that matches the entertaining and fun tone of the channel. Plans for globalreality.ca include full episode streaming of popular reality series, access to behind-the-scenes reality content and engaging reality tidbits and trivia. Viewers can also receive ongoing updates and interact with the channel via all major social networking sites including Twitter (www.twitter.com/GlobalRealityTV) and Facebook(www.facebook.com/globalrealitychannel).
Global Reality Channel’s creative and media plans were developed in-house by Canwest’s award-winning Creative Agency and Media Strategy teams.
Launching on Thursday, July 1 to over one million Rogers Digital VIP customers, Global Reality Channel will also be available as part of a 3-month free preview to all Rogers Digital customers.
Global Reality Channel is a Canwest Broadcasting channel.
About Global Reality Channel
Global Reality Channel is Canada’s first and only channel dedicated to reality programming 24/7 and features the most popular reality shows on TV.
About Canwest Broadcasting
Canwest Broadcasting operates Global Television and eighteen of the country’s most popular specialty channels, including HGTV, Mystery TV, National Geographic Channel, Showcase, History Television, Food Network and TVtropolis. Canwest Broadcasting is a division of Canwest Media Inc.
About Canwest Media Inc.
Canwest Media Inc. is a subsidiary of Canwest Global Communications Corp. (www.canwest.com), Canada's largest media company. In addition to owning the Global Television Network, operating 18 industry-leading specialty channels and having ownership in 5 specialty channels, Canwest is Canada’s largest publisher of English language paid daily newspapers and owns and operates more than 80 online properties.
For media inquiries, please contact:
Jane Collins
Publicist
Global Reality Channel
(416) 967-2471
jcollins@canwest.com
Launches July 1, 2010 with Playful, Multi-Platform Campaign
For photography and additional press materials please visit:
www.canwesttvmedia.com
For Immediate Release
TORONTO, June 23, 2010 – Canwest Broadcasting announced today the details of the launch campaign for its highly-anticipated new Specialty channel: Global Reality Channel, Canada’s first and only destination for hit reality programming 24/7. From attention-grabbing on-air creative and print executions to interactive social media elements, viewers won’t be able to miss the excitement surrounding the launch of Global Reality Channel on Thursday, July 1, 2010.
Launching on July 1 to over one million Rogers Digital VIP customers, Global Reality Channel will also be available as part of a 3-month free preview to all Rogers Digital customers. Viewers can look forward to an entertaining schedule and creative on-air look, unique from any other channel in Canada. The concept for the Global Reality Channel on-air look is a virtual factory where ‘reality’ is manufactured. This virtual factory plays with the notion of familiar archetypal reality characters and each on-air ID showcases the creation of a new reality contestant, from “The Troublemaker” and “The Weasel” to the “The Hunk” and “The Flirt”. As the very first Global-branded Specialty channel, Global Reality Channel is a natural extension of the Global brand and the logo design reflects that. Global Reality Channel’s logo is anchored by the Global logo, bringing instant credibility and increased appeal to this new Specialty channel.
“Canadians have a huge appetite for reality programming and we can’t wait to introduce them to the first and only 24/7 reality service in Canada, Global Reality Channel.” said Muriel Solomon, VP, Marketing Strategy, Specialty, Canwest Broadcasting. “The channel on-air look and launch campaign truly celebrate viewers’ love of the reality genre and we have no doubt that it will strike a chord with our audiences and advertisers alike.”
Targeting Adults 25-54 in Toronto and Ottawa, the 4-week launch campaign capitalizes on the Canada Day launch date and will reach viewers through prominent on-air, print and online/social media advertising that reinforce the channel’s addictive, can’t-miss reality schedule. The print portion kicks off on June 30 with celebratory creative playfully featuring reality TV guru Donald Trump popping out of a gift box with the copy “Happy Birthday Canada! We Got You a New Reality TV Channel.” The Ontario based campaign features large print ads in key publications including full-page ads in Metro Toronto on June 30 and gatefolds in the Toronto Star and Ottawa Citizen on July 1. In addition, an execution of the print campaign will wrap daily Toronto commuter paper, 24 Hours, on June 30 and will be distributed at over 200 TTC and GO Stations throughout the GTA by Global Reality Channel-outfitted hawkers.
To further capitalize on the July 1 launch date, Global Reality Channel will use branded stunt teams to distribute Canada Day-inspired Global Reality Channel temporary tattoos. Customized to engage viewers, the cheeky tattoos will be handed out at Canada Day celebrations in Toronto and Ottawa including: Ashbridges Bay, Mel Lastman Square, ByWard Market and Parliament Hill.
On-air promotion for Global Reality Channel began on Global in May, with spots scheduled throughout many top-rated primetime series, beginning with the massive finale of Survivor: Heroes vs. Villains and continuing throughout The Celebrity Apprentice, Bones, Glee and more. These on-air promo spots will continue to run extensively on Global and across Canwest’s 18 Specialty channels leading up to the launch of Global Reality Channel and beyond.
Complementing the on-air, off-air and consumer elements of the campaign, Global Reality Channel will take over the homepage and video centre of top online destination GlobalTV.com, on June 30. This website takeover includes domination of all of the online ad units, which will link to globalreality.ca, as well as a full Global Reality Channel takeover of static background skins, and more. In addition, Facebook users with reality television-related keywords listed in their profiles (i.e. “Survivor”, “Donald Trump”) will be invited to attend the virtual launch of Global Reality Channel and prompted to take part in ongoing reality-based Facebook polls.
The online accompaniment to the channel, globalreality.ca, provides additional reality content that matches the entertaining and fun tone of the channel. Plans for globalreality.ca include full episode streaming of popular reality series, access to behind-the-scenes reality content and engaging reality tidbits and trivia. Viewers can also receive ongoing updates and interact with the channel via all major social networking sites including Twitter (www.twitter.com/GlobalRealityTV) and Facebook(www.facebook.com/globalrealitychannel).
Global Reality Channel’s creative and media plans were developed in-house by Canwest’s award-winning Creative Agency and Media Strategy teams.
Launching on Thursday, July 1 to over one million Rogers Digital VIP customers, Global Reality Channel will also be available as part of a 3-month free preview to all Rogers Digital customers.
Global Reality Channel is a Canwest Broadcasting channel.
About Global Reality Channel
Global Reality Channel is Canada’s first and only channel dedicated to reality programming 24/7 and features the most popular reality shows on TV.
About Canwest Broadcasting
Canwest Broadcasting operates Global Television and eighteen of the country’s most popular specialty channels, including HGTV, Mystery TV, National Geographic Channel, Showcase, History Television, Food Network and TVtropolis. Canwest Broadcasting is a division of Canwest Media Inc.
About Canwest Media Inc.
Canwest Media Inc. is a subsidiary of Canwest Global Communications Corp. (www.canwest.com), Canada's largest media company. In addition to owning the Global Television Network, operating 18 industry-leading specialty channels and having ownership in 5 specialty channels, Canwest is Canada’s largest publisher of English language paid daily newspapers and owns and operates more than 80 online properties.
For media inquiries, please contact:
Jane Collins
Publicist
Global Reality Channel
(416) 967-2471
jcollins@canwest.com