The E! Entertainment Television brand is headed back to Canada, this time with CTV. When Canadian TV viewers last saw the E! logo on the primetime dial, it was with then-Canwest Global Communications (now Shaw Media) rebranding its secondary CH network as E! Canada. Canwest Global started to sell or shutter its E! Canada channels in early 2009, before the secondary network faded to black on September 1, 2009.
Now, CTV has struck a new multi-platform deal with Comcast International Media Group that will see CTV rebrand its former Star! specialty channel as a new Canadian E! channel, a move that gets the new specialty into 6.2 million homes from November 29. The arrangement will also produce an eonline.ca website to feature blended Canadian and international content as a reflection of the U.S. E! website.
‘The time is right to refresh our own entertainment channel so it can achieve its potential for viewers and advertisers,’ Susanne Boyce, president, creative, content and channels, at CTV, said in a statement. The channel will present 50% Canadian programming throughout the broadcast year, including 40% in primetime, with a commitment towards creating new, original Canadian programming. Mirroring a separate output deal with MTV Networks, CTV’s pact with Comcast International Media Group will give it exclusive access to current programming on the U.S.-based E! service and varied digital media assets in Canada, including mobile and VOD content.
From Playback Daily, with files from realscreen.
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