TORONTO – After a very slow start compared to our U.S. broadcast counterparts, Canadian ‘casters are getting into the broadband viewing market in a much bigger way.
After counting 120,000 streams of episodes one and two of The O.C. in just 10 days, CTV announced Wednesday it has acquired the Canadian broadband rights for Warner Bros. International shows Studio 60 on the Sunset Strip, The O.C. and Smith as well. "The agreement represents the first multi-program broadband deal between any Canadian broadcaster and a major U.S studio," says the press release.
As a result, ad-supported full-length episodes of Studio 60 on the Sunset Strip and The O.C. will stream on-demand at The CTV Broadband Network immediately following their broadcast premieres on CTV. Broadband scheduling details for the abbreviated seven-episode season of Smith will be announced soon. These three U.S. Network dramas join more than 100 hours of top Canadian programs also available on demand, including Corner Gas, eTalk, Degrassi, Instant Star, Whistler, W-Five and The CTV National News.
Streaming of these U.S. Network dramas will be geo-gated and available exclusively to Canadians who have broadband access through a Canadian-based ISP. To check out the CTV Broadband network, click here.
CTV also announced today all previously-aired episodes of Studio 60 on the Sunset Strip and The O.C. (season four) are now available on The CTV Broadband Network. "Finally ‘Catch-Up TV’ is here and on-demand," says the release.
"Today’s announcement contributes to CTV’s strategy of delivering hit programming across multiple platforms, energizing existing fan bases and reaching out to new audiences," said Susanne Boyce, CTV president of programming and chair of the CTV Media Group, in the release.
"The pilot run of the first two episodes of The O.C. was a huge success," added Kris Faibish, CTV vice-president of digital media. "The addition of Smith, Studio 60 on the Sunset Strip and The O.C. to our roster of top Canadian shows will go a long way in reaching out to our viewers across the country, allowing them to watch these terrific shows on their own terms," if only on a computer screen, however.
"It is clearly advantageous to explore digital opportunities with our broadcast partners for our series," said Jeffrey R. Schlesinger, president, Warner Bros. International Television, in the release. "Maximizing exposure for our shows brings more consumer awareness, builds audiences and strengthens core fan bases."
Today’s announcement builds on the delivery of the season four premiere of The O.C., followed by episode two, on broadband. In less than 10 days, more than 120,000 streams of the episodes were ordered up by Canadians from coast to coast, says CTV.
The strategy will continue as the premiere episode of season six of Degrassi: The Next Generation began previewing on The CTV Broadband Network Tuesday in advance of its television debut next Tuesday, Nov. 28.
