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| Over 9.6 Million Canadians Sample Digital Specialty Channels During 31 Days of Great TV |
| Posted
on Friday, February 11, 2005 - 07:13 AM |
In an industry-wide programming, distribution and marketing initiative, Canada’s Digital Specialty Channels joined forces with the country’s television service providers for a month-long programming bonanza for Canadians. Dubbed 31 Days of Great TV, the month-long event ran January 1 through to January 31, 2005.
Recently released data for Digital Specialty Channels show that a total of 9,663,100 viewers (aged 2+) tuned into an English Language New Specialty Network between January 3 and January 30, 2005.* The cumulative average minute audience of Adults aged 25-54 was up an incredible 130% for January 3 through 30 (+130% w/o Jan. 3, +134% w/o Jan. 10, +132% w/o Jan. 17th, +124% w/o Jan. 24), compared to Fall 2004.**
During the promotion, Canada’s four million “Digital Homes” had access to more than 40 Digital Specialty Channels. To complement the event, each channel also scheduled programming that represents the very best of their brand. Special themed weekends included: Exclusive (Jan. 1-2), Family Time (Jan. 7-9), Adrenaline (Jan. 14-16), and I.Q. (Jan. 21-23).
The industry-wide initiative was designed to shine a spotlight on the Digital Specialty Channels. 31 Days of Great TV has been an extraordinary opportunity to sample the targeted, original and exclusive program offerings across the channels. Whether viewers are crazy about animals, mad for Britcoms or have a hankering for an old fashioned Western, Canadian viewers have clearly found that the Digital Specialty Channels have something unique and appealing to offer. Canadians are being encouraged to contact their television service provider and subscribe to the channels that they’ve been able to sample during the month of January.
The collaboration between broadcasters and distributors represents the television industry’s largest joint initiative since the September 2001 launch of Canada’s Digital Specialty Channels. Behind the initiative are Canada’s foremost media companies, including Alliance Atlantis Communications, CanWest MediaWorks, CBC, CHUM Television, Corus Entertainment and CTV Inc. Just some of the participating carriers include DTH distributors Bell ExpressVu and Star Choice, along with cable companies Cogeco, Rogers, Shaw, Videotron and many other television service providers.
About 31 Days of Great TV
Running from January 1 to January 31, 2005, 31 Days of Great TV was an innovative, cooperative programming, distribution and marketing initiative designed to highlight the best programming on the digital dial. Featuring more than 40 participating Digital Specialty Channels 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, viewers subscribing to digital services had access to all Digital Specialty Channels throughout the month. Special themed weekends included: Exclusive (Jan. 1-Jan. 2), Family Time (Jan. 7-9), Adrenaline (Jan. 14-16), and I.Q. (Jan. 21-23). More information can be found at www.greattv.ca.
*Source: Nielsen Media Research, 49 English Language Canadian New Specialty Networks, Total Reach, one-minute qualifier, viewers 2+, M-Su 6a-6a, January 3 - 30/05
**Source: Nielsen Media Research, cumulative average minute audience (AMA), Adults 25-54, M-Su 6a-6a., January 3-30/05 versus August 30/04-January 2/05.
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