September 6, 2011 5 years 5 months ago

High Fidelity rebrands Treasure HD to HIFI

TORONTO - High Fidelity HDTV has rebranded its music and art channel Treasure HD to HIFI.

Effective immediately, HIFI will air documentaries, classic rock, jazz, and classical concerts, plus iconic feature films, all commercial-free and in high definition. New this fall is an exclusive Jazz concert strand which will include performances from legends such as Chick Corea, Charles Mingus, Pat Metheny and Miles Davis.

“The HIFI brand resonates well with the core demographic for this channel - Baby Boomers”, said president Ken Murphy, in Tuesday’s announcement. “We serve a smart, older audience who crave thoughtful, intelligent programming. HIFI will continue to serve this audience with our diverse lineup of premium music and art programming.”