TORONTO – CTV has rebranded its group of channels formerly known as A-Channel. Beginning today, A-Channel will be known simply as ‘A’. The name change is reflected in a new single-letter logo and a new on-air presence that premieres tonight at 6 p.m. CTV says the updated re-branding initiative is designed to complement its new fall primetime schedule.
The broadcaster says the name change is the first step in a move that will see a unified ‘A’ schedule delivered to viewers in British Columbia, Alberta, Ontario and Atlantic Canada and across Canada on digital cable and satellite beginning in September. Effective today, CTV’s former Atlantic Satellite Network (ASN) has been rebranded as ‘A’ and folded into the ‘A’ group of channels. Also this fall, the ‘A’ line-up will be featured on Alberta’s ACCESS channel in certain primetime hours.
"The new look and feel is a direct reflection of the fresh new attitude of the network," said Rick Lewchuk, senior vice-president, CTV creative agency and brand strategy. "It’s a look that complements the strength of the primetime schedule and injects new energy into the ‘A’ brand."
The logo, a black and white single letter name, accented by angled shards, injects new energy into the ‘A’ brand says CTV. The new on-air look will be manifested through new station identification elements and promo packages.
Also launching today is ‘A’ News. All of the former A-Channel newsrooms across the country have been rebranded as ‘A’ News and now feature a dynamic new on-air look. ‘A’ News graphics will incorporate the stylized ‘A’ black and white logo on a red and blue backdrop. ‘A’ News coverage will continue to deliver the major news, weather and sports stories impacting their local communities every day. ‘A’ News stations are located in Victoria/Vancouver, Barrie/Toronto, London, Windsor, Wingham and Ottawa.
"This is an exciting new era for our local news teams," said Richard Gray, head of ‘A’ News. "Our newscasts have gone through many evolutions over the years, but with the new direction the network is now taking, this is the perfect time to launch a contemporary look that better reflects our daily approach to local news."
Outdoor and print advertising as well as the new ‘A’ Website – www.Atv.ca – will soon reflect the new look as the rebranding campaign continues to evolve and develop.
