Showcase Diva and Action Also Freshen Up For Fall
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TORONTO, June 3 /CNW/ - This Fall, Showcase is going big and bold. As
Canada's prime Specialty television destination for dramatic entertainment,
Showcase will introduce new branding to coincide with a schedule fuelled by an
unprecedented number of off-pay movie premieres, the best collection of
popular network series and breakout cable dramas. Showcase's refreshed look,
including a new logo and all-new on-air elements, will hit the airwaves on
An analog Specialty service available in over seven million homes,
Showcase has a long-standing reputation as the destination for the best in
uncompromising drama. The channel was first to bring hard-hitting,
critically-acclaimed cable series to Canadian audiences and the recent
addition of popular network series and movies to the schedule has resulted in
Now, Showcase is continuing to evolve with a focus on bold hits, airing
popular series and movies all with powerful storylines and unconventional
characters. From the off-centre humour in House and Bones, the endearingly
dysfunctional hit Weeds and outrageous original series like the new Crash &
Burn, to Superbad, Spiderman 3 and I Am Legend - Showcase is bursting with
endlessly cool, entertaining content.
"Showcase is home to the country's most colourful collection of
television. Unlike any other Specialty channel in Canada, we combine
big-ticket movies and the most buzz-worthy series," said Daniel Eves, Vice
President, Strategic Programming, Specialty, Canwest Broadcasting. "Since we
began introducing this mix of content in Fall 2008, Showcase has enjoyed
significant growth with increases of over 30 per cent for both Adults 25-54
and Women 25-54(*). With our Fall schedule we fully expect this growth to
"For years, Showcase has been a viewer favourite as the home of
boundary-pushing television. As part of the revamp, we wanted to broaden the
brand's appeal while retaining Showcase's trademark sense of humour and bold,
clever approach," added Muriel Solomon, Vice President, Marketing Strategy,
Specialty, Canwest Broadcasting. "We feel confident that viewers and
advertisers are going to love our striking new look."
To introduce the refreshed brand and Fall schedule to consumers, Showcase
will launch one of the largest promotional campaigns ever executed for the
channel. An extensive, multi-media consumer marketing campaign will hit major
markets across Canada in mid-August. The exposure for the channel will be
significant, reaching existing and new viewers through Canwest assets, on-air,
out-of-home, radio, print, online and guerrilla publicity activities.
www.showcase.ca will receive the same treatment and launch a fresh look
on August 31. Fall plans for the site include streaming video of popular
dramas, a collection of engaging original video content, show-specific sites
and the Sideshow blog - a creative daily take on the worlds of TV, film,
gaming and all things pop culture.
Canwest is also refreshing the wildly successful digital Specialty
channels Showcase Diva and Showcase Action. Again coinciding with the launch
of the Fall 2009 schedules, the new on-air looks for both channels will launch
on August 31 and include new logos and new on-air design elements. In the case
of Showcase Action, the channel is being rebranded as simply Action this fall.
With viewers flocking to the channel for non-stop access to hot,
female-skewing movies and series, Showcase Diva has seen unparalleled growth
over the past year. Broadcast year-to-date, the channel's Adult 25-54 AMA has
spiked 113 per cent(*), making it the second highest ranked digital Specialty
service among Adults 25-54 and Women 25-54 and the top rated for Women
18-49(xx). With a Fall schedule brimming with new movies that strike a chord
with female viewers, Showcase Diva's refreshed on-air look and feel will
reinforce the channel's position as women's favourite destination for hit
movies and series in a light-hearted female-friendly environment.
The number one digital Specialty station for Adults 25-54(xx), Action has
also met with explosive growth recently. Broadcast year-to-date, the channel
has seen Adult 25-54 audiences grow 56 per cent(*). Also notable is that with a
solid 10,100 AMA broadcast year-to-date, Action's audience rivals several
long-established analog Specialty channels including MuchMusic, OLN and MTV
Canada(*). Action's formula for success will continue into Fall 2009 with a new
on-air look and a schedule boasting high-octane action movies and high-energy
(*) Source: BBM-NMR meter data, M-Su 6a-6a, 9/03/08-05/18/08 vs.
9/1/08 - 05/17/09
(xx) Source: BBM-NMR meter data
About Canwest Broadcasting:
Canwest Broadcasting operates two conventional television networks,
Global Television and E!, and eighteen of the country's most popular specialty
channels, including HGTV, Mystery TV, National Geographic Channel, Showcase,
History Television, Food Network and TVtropolis. Canwest Broadcasting is a
division of Canwest Media Inc.
About Canwest Media Inc.
Canwest Media Inc is a subsidiary of Canwest Global Communications Corp.
(www.canwest.com; TSX: CGS and CGS.A). An international media company, Canwest
is Canada's largest publisher of paid English language daily newspapers and
owns, operates and/or holds substantial interests in conventional television,
out-of-home advertising, specialty cable channels, web sites and radio
stations in Canada, New Zealand, Australia, Indonesia, Singapore, the United
Kingdom and the United States.
For further information:
For further information: Jessica Gold, Publicist, Dramatic Channels,
(416) 967-3110, email@example.com; Amy Waters, Marketing Strategy Manager,
Dramatic Channels, (416) 934-7079, firstname.lastname@example.org