WINNIPEG – Prime will cease to exist on June 1st and in its place will be TVtropolis.
Featuring a brand new programming lineup (with most shows from the past 10 to 15 years, so no more I Dream of Jeanie), logo and ad campaign, TVtropolis will debut in 5.6 million homes nationwide that day.
The Prime re-think has been ongoing for months, Tim Kist, director of marketing for CanWest MediaWorks’ Specialty Networks told cartt.ca on Wednesday. Kist joined the company in November of 2005 and the programming overhaul was already under way then.
As for the name, that was Kist’s idea and much of the creative was done in-house. The biggest job those in Kist’s group had was to make sure the channel was clearly different that DejaView, the company’s other old TV show network.
TVtropolis will be "recent iconic hits," says Kist, while DejaView will concentrate on classic TV in the 25-year and older age range.
The former Prime is limited by its license from airing scripted shows any newer than a decade old, but for other genres, new shows are okay. So, TVtropolis will add U.S. cable reality shows not available here like Hogan Knows Best, Celebrity Fit Club, My Fair Brady and Breaking Bonaduce.
Original content is also in the works, such as a history of television commercials, said Kist.
"TVtropolis is the evolution of Prime," which launched in 1997, said Kist. "We’re building off of what Prime has built so far.
"Our exciting new brand and visual identity are at the core of our overall strategy, and poised to further refine a distinct niche for audiences and advertisers."
The new visual identity begins its rollout by introducing a logo that is modeled on an array of television colour bars – "signifying a bustling metropolitan skyline, and thriving centre for TV culture," says the press release. Supported by the tag line, "Hit TV lives here", these elements will be woven through all components of the network’s advertising campaign and on-air presentation.
Commencing June 1, TVtropolis will be introduced to the public in a national multiplatform media campaign.
Hits like Seinfeld, Ellen, Married… With Children, Frasier and Grace Under Fire, Newsradio, Due South, The Nanny and Beverly Hills 90210, are some of the titles that will dot the TVtropolis lineup. Canadian shows (other than Due South), where pickings are a little slim, given the presence of DejaView and TV Land Canada, will include titles like Neon Rider and Counter Strike.
www.globaltvmedia.com
www.tvtropolis.com
