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July 2007 - Strategy Magazine
Fall TV preview

A net of one's own
A guide to the specialty nets, demographically speaking

by Samantha Yaffe
page 59

As always, we preview the best of what Canada's niche nets have to offer with an overview of the network, the buzz-worthy new programming, and how marketers can tap into it all. This year's format is even more media user-friendly. We've selected and organized the nets into key demos: men, women, youth, youth/family, French and, yes, boomers.

*Source for average-minute audience (AMA): BBM-NMR Meter Data. Total Canada Aug. 28/06-April 29/07. Individuals 2+. Mon-Sun 6a-6a.

**At press time, the purchase of CHUM's brands was still in flux, so we have listed CHUM as still owning the pertinent channels.

WOMEN

SHOWCASE

(Alliance Atlantis)

AMA: 55,500

Showcase pushes the envelope with innovative, original programming. This fall's new

10 p.m. campaign - the channel's coveted timeslot - offers marketers customized sponsorship and promotional packages involving on-air and online elements. New shows will also be streamed online offering opportunities such as customizing the video player and pre-roll.

Viewer profile: Adults 25-54. With an almost 50/50 male/female split, these viewers are looking for something different than the usual fare. They're educated, creative individuals who like to stand out from

the crowd, love high-tech gadgets and are computer and

Internet savvy.

Programming with buzz: Saving Grace: Academy Award-winning actress Holly Hunter (The Piano) plays a cynical police detective facing a personal crisis of divine proportions in this 13-part,

half-hour drama.

The Life and Times of Vivienne Vyle: In this six-part, one-hour series from the BBC, Jennifer Saunders (Absolutely Fabulous) takes a swipe at the talk-show format in an Ab Fab meets The Larry Sanders Show with a dash of Ricki Lake and The View kind of way.

HGTV

(Alliance Atlantis)

AMA: 51,800

HGTV programming

showcases the tips and tricks to help turn one's home into a haven. Brand integration and sponsorship of entire programming blocks are among the many opportunities for marketers. The channel is currently exploring larger partnerships with

multi-platform brand extensions.

Profile: HGTV attracts two types of viewers - the owners and the dreamers. The "owners" are middle- to upper-class adults 30-54 who enjoy learning about the latest trends and tips for the home. They are well educated and love designing or renovating. The "dreamers" are men and women 30-54 who are single, on a budget or rent their home, but dream big.

Buzz: Colin and Justin's Home Heist: The outrageous design duo from the top-rated U.K. series How Not To Decorate have crossed the Atlantic to spread their wisdom in 26 one-hour, Canadianized episodes. HGTV is developing a show site with full episode encore presentations, a photo gallery of the finished rooms and interviews with the hosts.

Living with Ed: Actor Ed Begley Jr. drives his electric car to the Academy Awards and powers his home with the sun. This unscripted, six-part docu-soap taps into the environmentalist trend by following the "greenest man in Tinsel Town."

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