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Much readies new online content strategy

Specialty television channel Much is preparing to launch a new initiative called Much Digital Studios. The channel will redesign its website at Much.ca to feature content from various Canadian and international YouTube personalities. The site will also carry on-air programming, music videos and interviews. Participating YouTube creators will have access to five studio spaces at the channel's headquarters in Toronto. The content will be divided into categories including music, comedy, style, gaming and travel. Much Digital Studios will also offer branded content integration options for advertisers seeking to reach the channel's audience of 12- to 34-year-olds. Much is a division of Bell Media.

"Much has always been committed to remaining relevant to our audience," said Justin Stockman, vice-president of specialty channels at Bell Media. "Our currency lies in our connection to youth. Much Digital Studios strengthens our connection to our loyal and engaged fans, and at the same time deepens our ability to provide bespoke opportunities for advertisers."

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