In an effort to encourage viewers to sample and subscribe to Canada's various digital channels, practically all of Canada's carriers - both DTH and cable - and a dozen providers of 40-plus digital channels will offer a full month of free programming to the country's more than 4 million households that subscribe to digital services.
The initiative, the largest joint effort since 2001, will also be supported by a marketing program to make current digital subscribers and potential subscribers aware of the wide selection open to them. In addition to on-air promotion on the specialty and conventional networks owned by the participating broadcasters, plus print support, a companion consumer Web site,
www.greattv.ca will feature scheduling details and information on how to subscribe to the new specialty channels.
During what has been dubbed '31 Days of Great TV', viewers will be able to sample programs as they choose. The four weekends will see all participating channels programmed according to themes: Exclusive (marquee programming); Family Time; Adrenalin (action) and I.Q. (thought-provoking). Viewers must have a digital set top box to enjoy the programming event.
Digital channels participating are from: Alliance Atlantis Communications, Astral Media, CanWest MediaWorks, CBC, CHUM Television, Corus Entertainment, Craig Media, CTV Inc., Maple Leaf Sports & Entertainment, Rogers Media, Stornoway Communications and Channel Zero.
Participating carriers include DTH distributors Bell ExpressVu and Star Choice along with cable companies Cogeco, Rogers, Shaw, Videotron and many other television service providers.
Canada's digital channels' average audience had a 14% increase in the 2003-04 season over the previous year.
07-12-2004
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