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August 25, 2003 - Strategy Media Archive
Special Report: Information Programming

Three, two, one... (TORONTO 1, that is)

by Astrid Van Den Broek
page M 14

Big personalities. Super-sexy production values. And dynamic, people-magnet hosts. These were the criteria for TORONTO 1's informational programming lineup, debuting as Toronto's newest channel launches Sept. 19 on channel 15.

With a schedule packed full of syndicated shows such as Monday Night Football and The Sharon Osbourne Show, one of the unique things that will mark Calgary-based Craig Media's entry into the Toronto broadcasting market is its local programming. Consequently, a lot rides on the ability of these shows to deliver a compelling personality for the channel.

So, as much as TORONTO 1's new morning, evening and late-night daily shows are focused towards capturing a demographic - pegged tightly at 18-to-34 years but with a spill to 18-to-49 - it's also about psychographics, in this case connecting with Torontonians who work and play hard, and read magazines such as The New Yorker as often as they leaf through People.

The station is targeting smart people, it says, who are aware of all parts of the intellectual dial and can speak about the mayoral elections as eloquently as they can about Jen and Ben's box-office bombs.

"While most local television is known for its news programming, that's not what we're all about," says Barbara Williams, VP/GM of TORONTO 1. "We're not a news channel. We're a current affairs, information lifestyle channel that's reflecting Torontonians."

As TORONTO 1 is hurtling towards its launch date in a flurry of activity, Williams insists it's controlled chaos. While the To Do list still includes hiring talent for its night-time show, the station brought its sales team together over two months ago, culled from such rivals as Global Television and CTV, as well as print and radio to repatriate dollars from those media. "I don't think we are naive about the challenge of doing this," she says. "But I think we have a brilliant concept and can redefine what local broadcasting can be."

What exactly is TORONTO 1 offering up to these metropolitan viewers? Here's a look at the shows which debut Sept. 19.

Toronto Today

5:30 a.m.-9 a.m.

Zev Shalev, executive producer of current affairs for TORONTO 1, promises the morning show is going to be user-friendly local information with entertainment and headlines, "but with a ton of personality thrown in. We think that's one lacking component of the other stations."

The breakfast gang includes host Wei Chen, former senior correspondent with CTV's W-Five; sports correspondent Rob Malcolm, a former Hamilton Tiger Cat most recently with Local 4 in Detroit; Natasha Ramsahai, a meteorologist from CBC's Metro Morning; and entertainment correspondent Dina Pugliese, a former entertainment and health producer with Global Toronto.

The mix is described as personality-driven information flow, and features the Accu-Weather System, a new traffic system, and a heavy dose of entertainment gossip, from the international to the local. "We understand people are busy in the morning, so there will be no guests or dancing bears - just important information and fun personalities," says Shalev.

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