CORUS WATCHES MOVIE CENTRAL
By Adnews Staff
Toronto-based Corus Entertainment is re-launching its Western Canada Pay-TV service April 1, 2001 under the Movie Central banner. The re-launch will see the service's two existing channels, Superchannel and MovieMax, replaced with six new genre-based channels: Movie Central (new releases, blockbusters), Adrenaline Drive (action and adventure), Shadow Lane (mystery and suspense), Heartland Road (romance/drama), Encore Avenue (new and old classics) and Comic Strip (comedies). The re-launch includes a new on-air look for each channel including logos, station identifications and promotional spots. The re-branding of the service was done by an in-house team at YTV, also owned by Corus. Also making its debut is a new Moviecentral.ca Web site and a re-designed Prime Time magazine, the service's monthly guide. The re-launch is being supported with an advertising campaign from Vancouver's Bryant, Fulton & Shee. Beginning March 19, radio spots and print ads in newspapers and television books will appear throughout Vancouver, Calgary, Edmonton, Regina and Winnipeg. A full-colour free-standing newspaper insert will be distributed April 1. Advertising runs until mid-May.