TORONTO – Watch for the arrival of CTV Two coming soon to a channel near you. The struggling CTV-owned /A\ network will be reborn as CTV Two starting this Fall, Bell Media announced Monday.
The new network will offer eight new programs, (which it will reveal at the CTV Upfront presentation Thursday), seven in simulcast and one “monster acquisition” designed to anchor the schedule. The news outlets at the Vancouver, Toronto, Southwestern Ontario, Ottawa and Atlantic Canada channels will also be rebranded to CTV News, though will remain independent from the main network’s news operations.
“As we stated to the CRTC, we are committed to the viability of the /A\ stations,” said Bell Media president Kevin Crull, in the announcement. “We are extending CTV, Canada’s strongest television brand, to our second network, so that these channels can resonate deeper with audiences, advertisers, and the communities they serve. Along with our investment in HD and our commitment to local programming, today’s announcement signifies a new beginning for this network.”
The debut of the new identity will coincide with the launch of the network in high definition, also planned for this Fall. Subject to CRTC approval, CTV also confirmed plans to add a re-broadcast transmitter in southern Ontario in 2012, which will extend the station’s reach in the province and create a larger simulcast opportunity for advertisers in the Toronto/Hamilton extended market.
The CTV Two schedule will be heavily promoted across CTV’s main schedule, and an external promotional campaign to support the launch is also in the works.
“Leveraging the strength of the CTV brand on both networks is a strategic move to more effectively market, program and sell CTV Two,” added Rick Lewchuk, SVP of CTV’s creative agency and brand strategy. “Additionally, CTV Two works as a navigational tool, directing viewers to one of two networks where they can find CTV programming.”
