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MTV looks to build brand in Canada

MUMBAI: CTV which claims to be Canada’s largest private broadcaster and MTV have announced a new strategic alliance to build and grow the MTV brand in Canada.

The alliance will create an MTV branded analogue channel available to 4.4 million households. A commitment between CTV and MTV will create original Canadian programming, for airplay in Canada across numerous CTV platforms – and on MTV channels around the world.

CTV will have exclusive access to the MTV brand and library of programming for use in Canada across CTV's conventional, and specialty services It will also have access to MTV’s array of digital media assets in Canada, including online, wireless, interactive and Video On Demand, as well as development of new digital media content for Canadians.

The two parties state that the venture means that Canadians can access the true MTV experience in 360 degrees; with customised content not just across digital, specialty and conventional television platforms, but for the first time across a comprehensive assortment of interactive assets as outlined above. The MTV brand is not only back in Canada, but it has returned in a broader, deeper way than ever before they state.

CTV’s talktv, an analogue specialty service currently available in 4.4 million Canadian households, will be re-born as a Canadian programmed and managed MTV channel. It will have interactive, lifestyle, talk and documentary programming. The channel will continue to be fully compliant with its license condition of 68 per cent Canadian programming (71 per cent in prime time), representing one of the highest Canadian-content requirements of any Canadian service.

Additionally, CTV has filed an application with the CRTC for a new Category-2 Digital Television Service – Canada’s next music television station. This new digital television service, along with the new MTV analogue channel, will provide alternate high quality entertainment options to all Canadians, and represent a great boost to local production and culture.

Finally, MTV programming will continue to air across Canada inside a newly created MTV branded block of programming on CTV.

MTV's business in Canada will be overseen by Brad Schwartz who has been named MTV Canada GM, senior VP.

Schwartz said, “Our focus is to build a clearly Canadian interpretation of the MTV brand – one that will engage and excite all Canadians. With the array of resources and expertise available from both the CTV and MTV families, we’re going to rapidly establish our presence in Canada, and become a vital and valued member of Canada’s creative and production communities.”

MTV states that its content has a proven track record with Canadian viewers. The Osbournes became a Top 20 ratings winner for CTV when it launched in 2002. Additional MTV success stories on CTV include Newlyweds, Nick and Jessica, Punk'd, and Pimp My Ride.

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