CTV SPORTSNET BRANDS REGIONAL CHANNELS
By Adnews Staff
Toronto-based CTV Sportsnet began branding its four sports channels on Monday as Sportsnet Pacific, Sportsnet West, Sportsnet Ontario and Sportsnet East. One thing that makes CTV unique is the regional program schedules each channel provides, said David Ballingall, Sportsnet's vice president of marketing. The strategy behind the regional branding was managed in-house. The effort will be extended to all areas of Sportsnet including channel ID's and on-air promotions. An advertising campaign featuring local creative for each region is supporting the branding effort. Television, print and radio advertising will be accompanied with mini boards in sports bars. Television advertising is also running on U.S. specialty stations. The campaign is scheduled to run on an ongoing basis for the next year. Previously, the four channels were identified under the umbrella brand CTV Sportsnet.