MONTREAL — Today, Quebecor’s TVA unveiled its revamped brand along with a new brand strategy and the launch of its new TVA+ digital platform.
With the new TVA+ website and app, being launched this afternoon, viewers have free access to live and on-demand TVA content, including several shows and complete series, as well as a selection of content from several specialty channels, says the press release announcing TVA’s refreshed branding. The company says the new website and app are just the first step towards what the full TVA+ digital platform will become, adding that the offering will be enhanced in the coming months.
As for TVA’s new branding, the company says its new vision builds on TVA’s nearly 60-year history while marking a starting point for the future.
“TVA holds a special place in viewers’ hearts, and we are extremely grateful for that. We’re also very proud of our commitment to our local communities and culture, the close connection we’ve developed with our audiences, and our unique ability to keep them informed and create major entertainment events. We feel privileged to be in this position, and we can never afford to take it for granted. That’s why over a year and a half ago, I challenged my team to think of ways to modernize every facet of the TVA brand, without compromising its DNA. The idea was to look to the future while still celebrating our heritage,” explained France Lauzière, president and CEO of TVA Group, and chief content officer of Quebecor Content, in the press release.
TVA Group’s vice-president of marketing, Claude Foisy, added: “What we’re unveiling today is not an esthetic change, but rather a vision for every sphere of activity that TVA is involved in, both as an employer brand and as a provider of on-air content and digital platforms. As expectations evolve,
we have to stay relevant.”
As part of the rebranding process, a consumer study was conducted in cooperation with Léger, and input was garnered from employees, producers, personalities, creative and media communication agencies, and clients. TVA then put together a multidisciplinary team which drew inspiration from the world’s leading media brands, says the press release.
“To take the creative product one step further, we assembled a team of internal talents, as well as experts from different fields. It was obvious to us that revamping a unifying brand like TVA required a wide array of major talents, and the result speaks for itself: we succeeded in developing a high-calibre international brand that remains firmly rooted in Quebec,” said Hugues Choquette, the recently appointed senior director of branding strategy and head of creative at Colab Studio.
Starting this afternoon, the revamped brand will be introduced on TVA and TVA Nouvelles, while the TVA Sports brand will be updated in early 2021, says the press release.
TVA released several videos today to showcase its new brand strategy, including this one.
