Showcase Diva updates on-air look
By Adnews Staff
Specialty channel Showcase Diva has introduced a new on-air appearance intended to appeal to a "trendy female audience." The materials use imagery of mannequins in store windows to represent to types of programming carried by the channel. These materials include bumpers, station IDs, backplates, menuframes and promos. The work was done in-house by the creative services staff of Alliance Atlantis, the Toronto-based owner of the station. The promos take the form of vignettes in which television sets play Showcase Diva programming for mannequins in relevant positions. The "Diva Sutra" promo shows a male and female mannequin cuddling on a sofa. In "Scene Stealer," the mannequins portray a police officer and a criminal. The promo for "Closet" includes a clothesline holding shoes, handbags and other items. "This look was inspired by the chic and avant-garde window dressing of stylish upscale retailers," said Sandra Enns Arnell, creative director for dramatic networks at Alliance Atlantis. "Store windows have become very reflective of current pop cultural trends and themes, and are a canvas for artistic expression."