ASTRAL RE-BRANDS M5 AS MFEST
By Adnews Staff
Astral Television Networks' The Movie Network will launch a channel called MFEST on September 1. Formerly designated M5, MFEST is the first of the five channels in The Movie Network to be re-branded as what Astral calls a "lifestyle programmed environment." MFEST will target film festival goers with independent films, short films, documentaries and feature films. Astral is segmenting The Movie Network channels by lifestyle rather than genre, according to Domenic Vivolo, executive vice-president of programming, marketing and sales for Astral Television's English networks. When M4 is re-branded, possibly next spring, it may target teens, said Vivolo. MFEST will get a new logo and on-air look. A 60-second channel identification has also been created which features two stop-motion animated characters called "Cammie" and "PJ". MFEST, which is a sponsor of the upcoming Toronto International Film Festival, has also wrapped two double decker buses that will shuttle festival goers to theatres. Specially created festival planners will also be distributed to attendees. Astral went to Head Gear Animation for the on-air look for MFEST and Glavin & Associates for the bus wraps. Both of these companies are based in Toronto.