CALGARY – Shaw Communications today launched an unusual new TV channel entitled The Frame, a 24-hour high definition, commercial-free photographic art service showcasing visual imagery from artists and photographers worldwide.
“From exclusive fine art collections to award-winning photographs, The Frame will allow viewers to experience the world of illustrious photography and art in HD from the comfort of their own living rooms,” says the press release.
The premiere of The Frame will offer photography and art lovers images from 16 galleries, including Canada Collects, Animal Kingdom, Water World, Birds of a Feather, The Seven Seas, Canadian Horizons, City Lights, Sands of Time, Gardens of Delight, and many others.
With rhythmic music to set the mood for each magical artistic theme, the galleries rotate every 30 minutes with images changing every 30 seconds.
Shaw is no stranger to such “background” content as it offers its Yule Log, Turkey TV and the Christmas Tree video around the holidays.
"The Frame will turn your TV into a virtual picture frame where photographs and artwork from around the globe will be featured to deliver stunning visuals 24-hours a day. When your neighbours and guests see this, they will be envious," said Peter Bissonnette, president, in the release. "The popularity of our Holiday Fire Log video, the Turkey TV video and the Christmas Tree video inspired this fresh approach."
While The Frame launches today in Calgary, it will move into other major markets in September 2008.
