Fresh New Look for 'A' Unveiled Today

    'A' New Beginning: Fresh New Look for 'A' Unveiled Today

    -- New name, logo and on-air look paves way for much-anticipated 'A'
    fall schedule --

    -- New fall series Fringe, The Mentalist and Eleventh Hour focus of
    all-new promo packages --

    -- 'A' News launches with new look and commitment to local communities --

    TORONTO, Aug. 11 /CNW/ - Parent company CTV unveiled today a fresh new
look for its group of channels formerly known as A-Channel. Beginning today,
A-Channel will be known simply as 'A'. The name change is reflected in a
sleek, new single-letter logo and a new on-air presence that premieres tonight
at 6 p.m. The updated re-branding initiative reflects the network's bold new
direction and attitude, and is designed to complement a fall primetime
schedule designed to compete as one of the best conventional grids out there.
Promos reflecting the new look will begin airing today on 'A' in support of
the premiere of the most-anticipated new television programs of the fall,
including Fringe, The Mentalist and Eleventh Hour.

    (*)(*)MEDIA NOTE(*)(*) Download photography from 'A' series at

    Today's move is the first step in a move that will see a unified 'A'
schedule delivered to viewers in British Columbia, Alberta, Ontario and
Atlantic Canada and across Canada on digital cable and satellite beginning in
September. Effective today, CTV's former Atlantic Satellite Network (ASN) has
been rebranded as 'A' and folded into the 'A' group of channels. Also this
fall, the 'A' line-up will be featured on Alberta's ACCESS channel in certain
primetime hours.
    "The new look and feel is a direct reflection of the fresh new attitude
of the network," said Rick Lewchuk, Senior Vice-President, CTV Creative Agency
and Brand Strategy. "It's a look that complements the strength of the
primetime schedule and injects new energy into the 'A' brand."
    The new 'A' look has a strong, clear identity, bolstered by a sleek black
and white scheme that more directly represents the network's attitude. The
logo, a black and white single letter name, accented by angled shards, injects
new energy into the 'A' brand. The new on-air look will be manifested through
new station identification elements and promo packages.
    Also launching today is 'A' News. All of the former A-Channel newsrooms
across the country have been rebranded as 'A' News and now feature a dynamic
new on-air look. 'A' News graphics will incorporate the stylized 'A' black and
white logo on a red and blue backdrop. 'A' News coverage will continue to
deliver the major news, weather and sports stories impacting their local
communities every day. 'A' News stations are located in Victoria/Vancouver,
Barrie/Toronto, London, Windsor, Wingham and Ottawa.
    "This is an exciting new era for our local news teams," said Richard
Gray, Head of 'A' News. "Our newscasts have gone through many evolutions over
the years, but with the new direction the network is now taking, this is the
perfect time to launch a contemporary look that better reflects our daily
approach to local news."
    Outdoor and print advertising as well as the new 'A' Website -
- will soon reflect the new look as the rebranding campaign continues to
evolve and develop.
    As previously announced during CTV's Fall Upfront presentation in June,
'A' will deliver this fall's most-talked about series to Canadian viewers. New
programs Fringe, The Mentalist and Eleventh Hour will anchor returning fan
favourites such as Gossip Girl, Mad Men, Terminator: The Sarah Connor
Chronicles, Pushing Daisies, Eli Stone, Moment of Truth, Private Practice,
Samantha Who? and Dirty Sexy Money.
    The rebrand was designed and created in-house by The CTV Creative Agency.
Jon Arklay is Vice-President, Creative Services and Brand; Alanna Barkley is
Director of Promotions, Conventional Television. Rick Lewchuk is Senior
Vice-President, CTV Creative Agency and Brand Strategy. Susanne Boyce is
President, Creative, Content and Channels, CTV Inc.
    Fresh and dynamic, 'A' is the new home of established primetime hits,
critical favourites and big-buzz new series. 'A' delivers Canadian
television's most exciting new schedule in Atlantic Canada, Ontario and
British Columbia as well as in Alberta on ACCESS in certain primetime hours.
'A' spotlights day-to-day life in local communities in Victoria/Vancouver,
Barrie/Toronto, Ottawa, London, Windsor and Wingham through its award-winning
'A' News programming. 'A' is owned by CTV Limited, a division of
CTVglobemedia, Canada's premier multi-media company. More information about
'A' may be found at

For further information:

For further information: Jim Quan, CTV and 'A', (416) 332-5311 or

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