CTV, MTV form broadcast alliance
By Adnews Staff
Toronto-based CTV and MTV Networks of New York have formed an alliance to return the MTV brand to Canadian television. The partnership will include an MTV-branded analog channel, exclusive use by CTV of the MTV brand and its programming on other CTV channels, plus exclusive use by CTV of MTV's digital media assets such as online, wireless and video on demand services. In addition, the deal includes a commitment between the two companies to create original Canadian programming for use by CTV's various channels and by MTV's international channels. CTV's TalkTV specialty channel will be converted into the new analogue service. According to CTV, the channel will reach 4.4 million households and will carry 68% to 71% Canadian programming. CTV has also filed an application with the CRTC to launch a new Category-2 digital television service, which would also be a music television station. MTV programming will also air nationally in a newly-created MTV-branded block of programming on CTV. Brad Schwartz has been appointed senior vice-president and general manager of MTV's Canadian operations. Schwartz was previously director of international marketing partnerships at MTV in New York. "Our focus is to build a clearly Canadian interpretation of the MTV brand that will engage and excite all Canadians," said Schwartz. "With the array of resources and expertise available from both the CTV and MTV families, we're going to rapidly establish our presence in Canada and become a vital and valued member of Canada's creative and production communities." The details of the channel's launch dates, content and branding will not be available for several weeks, according to the companies. In June, MTV terminated the licensing agreement with Craig Media by which its previous channels MTV Canada and MTV2 had been operating. MTV took this step when CHUM Limited purchased Craig Media.