MuchMusic Tells Canada To FLICK OFF

    New National Campaign to Fight Global Warming Launches Today

    TORONTO, April 25 /CNW/ - CHUM Television, led by MuchMusic, with support
from Citytv stations nationally, today announced it is the exclusive broadcast
media partner of FLICK OFF, a national movement to fight global warming.
    The ground-breaking campaign launches today, and challenges Canadians to
take simple steps to conserve energy and eliminate deadly carbon emissions -
the root cause of global warming.
    "FLICK OFF is a natural fit for MuchMusic - it's a perfect match for our
young and savvy demographic and a great way to encourage youth to reduce
greenhouse gas emissions," said David Kines, VP, Music & Youth Services, CHUM
Television. "MuchMusic has a long history of covering issues that are
important and relevant to youth. Now, we're delivering arguably the most
important message of our time. We're eager to use our multiple platforms to
inspire Canadians to FLICK OFF and get serious about curbing their energy and
natural resource consumption."
    MuchMusic's support kicks off with a 15-second teaser it has produced pro
bono, which debuts today on CHUM Television stations reaching Canadians
nationwide. Shot in a hand-held format, the spot shows three familiar
scenarios where people can reduce their energy consumption - an idling car, an
unattended computer and a burning light bulb. The call to action, "Tell
everyone you know to FLICK OFF," encourages young people to take an active
role and spread the message. Developed to pique interest, the teaser will be
followed by additional promos in the months to come.
    MuchMusic has also developed a microsite at featuring
FLICK OFF custom content. In addition to programming and promotional support
from CHUM stations across the country, 100% of the proceeds of official FLICK
OFF merchandise sold at the MuchStore ( will go to the cause.

    FLICK OFF ( is a movement to fight global warming. It is
a unique partnership among a national environmental group, companies, media
and government: Environmental Defence, Virgin Mobile Canada, Roots Canada,
MuchMusic and the Government of Ontario.

    Recognized by Strategy magazine as the 'Brand of the Year' for 2005,
MuchMusic is an integral part of today's pop culture landscape - delivering
fans an unparalleled music television experience since August 31, 1984. Direct
from our critically acclaimed street-level studios in downtown Toronto, each
and every program day not only hits the best in top music video, but creates a
destination where fans can stay connected to "The Nation's Music Station."

    CHUM Television is a division of CHUM Limited (, one
of Canada's leading media companies and content providers which owns and
operates 34 radio stations, 12 local television stations and 21 specialty
channels. CHUM's original content is seen in over 120 countries worldwide and
is distributed via new media platforms, including interactive television,
wireless services and exclusive CHUM-branded Internet properties.

    ATTN. EDITORS: Watch MuchMusic's specially-produced teaser PSA @ and

For further information:

For further information: GRAHAM MACHACEK, Senior Publicist, Music &
Youth Services, CHUM Television, (416) 591-7400 x2593,

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