TORONTO – When life throws curves, there’s Twist TV.
Shaw Media’s newly branded specialty channel Twist TV arrived in over 2 million homes on Monday, though for the month of November, the channel will be offered in an additional 3.6 million homes, bringing Canadian audiences real life with a twist by capturing the experiences of everyday people facing extraordinary situations.
"Through tales of extraordinary life experiences, Twist TV demonstrates that you never know what kinds of curves life will throw your way," said Solange Bernard, director of marketing strategy for Lifestyle Channels at Shaw Media, in the announcement. "Our advertising campaign introduces the channel in a relatable yet fun way, playing on the tagline ‘life throws curves’ and presents the breadth of programming available at launch."
Monday also marked the start of a national consumer advertising campaign, with emphasis in Ontario, to build awareness of the channel formerly known as Discovery Health Channel Canada.
In addition to on-air, radio, on-line and print promotion, Twist TV will be taking over You Tube’s homepage on November 8, along with pre-roll video on a variety of top-rated female skewing sites such as Access Hollywood, Best Celeb Gossip, Entertainment Tonight and ET Online.
