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July 2008 - Strategy Magazine
Fall TV preview

Cross-country checkup

by Etan Vlessing
page 40

Montreal

What's changed?

As Radio-Canada and TVA continue to duke it out for market dominance, rival TQS took refuge from its creditors and was eventually sold to Remstar, which proposes to axe the network's news division to trim costs and restore competitiveness.

Media convergence also took its toll at Quebecor tabloid Le Journal de Québec, where journalists have been locked out for more than a year. Newspaper management wants reporters to also produce content for Quebecor's Canoe website and the TVA network. Quebecor's Canoe.tv is set to stream 400 series by the end of 2008, many destined for mobile platforms with product placement opportunities.

TVA launched new advertising formats in 2007-2008, with "qualified" 30-second commercials to complement isolated spots by being related to a series' content. The network also introduced 60- to 75-second programs related to a sponsors' product, for example with SAQ, REMAX and Jean-Coutu.

What's next?

Florence Ng, VP of broadcast investments at Toronto-based ZenithOptimedia, says uncertainty around TQS - namely, whether the CRTC will allow the network to get away from local news - could have an impact on acquisition budgets. "At the end of the day, advertisers care about programming that delivers ratings," she cautions. Ng forecasts a possible shift in ad dollars away from TQS to Radio-Canada, TVA or even specialty channels.

Best bets?

All eyes are on Sunday nights, when the Radio Canada talkfest Tout le monde en parle will continue in a neck-and-neck race with returning TVA improv show Dieu, merci!, an adaptation of an Aussie show.

On Thursdays, TVA's Le Banquier, Quebec's Deal or No Deal, and Les Soeurs Elliot, a drama about three sisters whose father reappears after 30 years, will likely go head-to-head with Radio-Canada's Les Boys, a TV adaptation of the popular Quebec movie franchise.

Other perennial TVA favorites include Star Academie Auditions and La classe de 5ième, the Are You Smarter...? Quebec version. Both are back next spring.

Toronto

What's changed?

Canada's biggest TV market remains a shootout between CTV and Global Television, with the local A-Channel and E! stations providing backup platforms for the private national networks.

The recent Hollywood writers' strike helped CTV dramatically increase its lead over local competitors on the strength of hits like American Idol, while the CBC surpassed Global Television by unveiling its most aggressive winter schedule in decades.

For fall 2008, CTV has fewer programming slots to fill, with more returning hits. Rival Canwest did more volume buying at the recent Los Angeles screenings, as it programs Global Television and E! and considers shows for recently acquired Alliance Atlantis specialty channels.

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