Channel Introduction: Slice New Channels / Slice Posted by RAD on Mar 01, 2007 - 05:47 PM | ||||||||||
|
On march 5th, Life Network will go off the air to be replaced with a new channel called Slice. This new channel will target viewers 18-49, with a core demographic of women in their thirties. Alliance Atlantis has announce a nationwide, integrated marketing communications campaign to support the launch of their newly-branded "guilty pleasure” lifestyle TV channel. Included are more details about the channel, its marketing capaign, new programs and pic. Also be suire to check a video preview in Channal Canada's Videos section. A Link is located on our main page. WHAT IS SLICE? SLICE™ will cater to the highly sought-after target of viewers 18 – 49, with a core demographic of women in their thirties. With guilty pleasure viewing, SLICE™ brings an unapologetic attitude to topics that matter to women – family, fashion, relationships, celebrity, finances and gossip – to name just a few. “We asked ourselves where the attitude of fun and energy was on television for women today – the juicy stuff, the stuff that allows them to escape from a day filled with everyone else’s needs,” says Gail Rivett, Senior Vice President, Marketing and Publicity, Alliance Atlantis Communications Inc. “So we spoke to women about what they want from a TV channel and heard loud and clear that they are craving confident, irreverent programming. From train wrecks and catfights to group dynamics spiraling out of control and underdogs coming out on top, SLICE™ will fill a void on the TV dial, satisfying an underserved audience looking for pure entertainment relatable to their lives. All aspects of the network, from programming to marketing and promotions, will be delivered with an attitude that strikes a chord with our target market in surprising ways.” WHAT WILL SLICE AIR? SLICE™ will offer viewers the very best in lifestyle television, with high stakes and larger than life characters sure to keep viewers addicted. Over 15 brand-new series will launch in March, growing to over 20 new shows by fall 2007. The compelling line-up of programming includes a brand-new primetime series hosted by popular television personality Liza Fromer (former Breakfast Television co-host) set to debut in fall 2007. Premiering in March 2007, SLICE™ will air Real Housewives of Orange County, Beauty and the Geek (executive produced by Ashton Kutcher) and Project Catwalk (the U.K. version of the cult hit Project Runway, hosted by Kelly Osbourne). Offering plenty of dramatic moments, 13 of the brand-new shows in March will be original content, created specifically for SLICE™ to perfectly suit the core demographic. Hosted by syndicated advice columnist Ellie Tescher, Outlaw In-Laws tackles extreme cases of nightmare in-laws; UpRooted follows celebrity hairstylist Rykr as he works his way across North America to rediscover his passion for hair styling and The Last 10 Pounds Bootcamp is a tough love approach to losing those last nagging pounds once and for all. “The key to SLICE™shows is this – do they satisfy a guilty pleasure? Will viewers laugh, love the characters, hate the characters, yell at the screen? If yes, they have a spot on SLICE™,” adds Vanessa Case, Vice President, Content, Alliance Atlantis Communications Inc. “With an original blend of the hottest competition formats and docu-soaps, SLICE™ programming will be unapologetically entertaining, generating water cooler conversations week after week and we have no doubt viewers will be completely riveted.” Check out page 2 [1] for a description of each new series with pics. return to page 1 [2] NEW SERIES
Beauty and the Geek, Seasons One and Two (Network Premiere) Tuesdays at 9pm ET/PT Beginning March 6 (16x60min) What do you get when you pair a Marilyn Monroe with an Albert Einstein? A witty reality show that joins the hottie next door with the nerd at the front of the class. Co-executive produced by Ashton Kutcher, Beauty and the Geek is television's newest social experiment. Gorgeous, but academically impaired women and brilliant, but socially challenged men are paired up for a chance at love and money.
Celebrity RSVP (World Broadcast Premiere) Mondays at 9:30pm ET/PT beginning March 5 (13x30min) Hosted by style guru, David Evangelista and supermodel turned actress, Monika Schnarre, Celebrity RSVP goes down the red carpet and beyond to provide viewers with an all access pass to Hollywood’s hottest social events. With exclusive access to the most talked about parties, glamorous fundraisers, entertainment industry bashes and A-list stars, Celebrity RSVP is there to catch all the juicy details. How do these elaborate evenings come together? Who’s with whom? What’s the latest fashion trend and who’s a fashion don’t? Celebrity RSVP heads behind the scenes with some of Hollywood’s top party planners, publicists, caterers and florists to find out how they pull it off. Every detail is documented and every crisis disclosed, while providing entertaining insight into the talent, creativity and manpower it takes to produce a high profile event.
Outlaw In-Laws (World Broadcast Premiere) Fridays at 8:30pm ET/PT beginning March 9 (13x30min) Sometimes it's impossible to get along with in-laws, no matter how hard we try. We would all like to believe the people who shaped the spouses we love are going to be a wonderful second set of parents however, for the majority, things don't turn out so rosy. Most everyone can relate to in-law troubles, but Outlaw In-Laws, internationally respected advice expert Ellie Tesher, tackles the most difficult cases: in-laws who have become outlaws with behaviour that is rude, abrasive, underhanded - and more than a little shocking. Party Mamas (World Broadcast Premiere) Tuesdays at 8:30pm ET/PT beginning March 6 (13x30min) Party Mamas follows out-of-control Momzillas as they plan over-the-top extravaganza parties for their children. Gone are the days of pin-the-tail-on-the-donkey and pizza parties, now it’s time to super size these events. Party Mamas is a jam-packed, nerve-filled, triple-latte-paced ride through the lives of controlling, exacting, super-demanding mothers who pull out all the stops to throw the best parties ever for their “little darlings”. This is a series where “spoiled” and “excess” are considered a plus. Plastic Makes Perfect (World Broadcast Premiere) Wednesdays at 10:30pm ET/PT Beginning March 7 (13x30min) Our mothers always told us that true beauty comes from the inside... but was she right? Implants, liposuction, Botox®. Now more than ever before, people are going to extreme lengths to remain eternally sexy, glamorous and young. But is perfect beauty even achievable? Each episode of this funny, fast paced pop doc looks at a prevailing belief about beauty and then puts that belief to the test; Are bigger breasts really better breasts? Could a flat stomach mean better sex? Does beauty beat brains in the boardroom? Through hilarious, often shocking, hidden camera tests and the real life experiences of cosmetic surgery patients, Plastic Makes Perfect tackles these burning questions and more. The answers may just help explain our obsession with the pursuit of beauty and the mainstreaming of plastic surgery. Rocker Moms (World Broadcast Premiere) Tuesdays at 10:30pm ET/PT beginning April 24 (13x30min) Whether to sing back-up for Prince or to become the next Madonna, every woman has dreamt of living out their rock and roll fantasy. But real life, in the form of marriage and babies, often pushes the dream aside – until now. Meet HRT (Hormone Replacement Therapy), a group of moms who also happen to be members of a kick-ass rock band. Rocker Moms follows these rising stars as they balance sound checks with soccer practice, and take viewers from backyard barbeques to centre stage. While most moms need a break; HRT is looking for their Big Break. And what do their children think? The Last 10 Pounds Bootcamp (World Broadcast Premiere) Tuesdays at 8pm ET/PT beginning March 6 (13x30min) Women can be driven to try anything to firm up and look hot, but ask any of them and they’ll tell you the last 10 pounds before reaching their target weight are the hardest to shed. Yet - since losing those last nagging pounds can mean fitting in to an old favourite pair of jeans, or the extra confidence boost needed to attend an event with people they haven’t seen in years – the quest continues. Enter The Last 10 Pounds Bootcamp, a tough love approach to flabby arms and expanding thighs. With drill sergeant Tommy Europe in control, participants say goodbye to their ‘problem areas’ and hello to hip hugging perfection. The Last 10 Pounds Bootcamp is an outrageous look at a struggle to which every woman can relate - the next to impossible task of shedding the final 10 pounds of excess baggage once and for all.
Three Takes (World Broadcast Premiere) Weekdays at 12pm and 6pm ET / 9pm and 3pm PT beginning March 5 (65x60min) Three Takes is a brand-new, studio based daily talk show that goes behind the scenes to reveal what being single, married and divorced is really all about. Hosted by popular television personalities Andrea Bain (single), Christine Diakos (married) and Jack Hourigan (divorced), Three Takes brings three perspectives to three very different life stages – and shows how in the end it all comes down to the same s*&t! Single and hear your clock ticking? Married and time crunched? Divorced and wondering about a new direction? Three Takes unveils what women really think from three very different perspectives. Discussing everything form the latest in beauty and fashion tips to what’s really going on between the sheets with a tone that is self-deprecating, funny, and fearless, Jack, Christine and Andrea are always surprising as they as they unmask the truth of being a girl. UpRooted (World Broadcast Premiere) Tuesdays at 10pm ET/PT beginning March 6 (13x30min) UpRooted follows a charming hairstylist who gives up the highlife for the adventure of a lifetime. Canadian-born Rykr is a hairstylist to the stars. Hilary Swank, Lionel Ritchie, Daryl Hannah, LL Cool J, Molly Sims –- they’ve all put their heads in his hands; and, while this 30-year-old ex-collegiate football star wouldn’t trade his job for any other, he insists that the top dollar his cuts pull in is not the reason he loves his work. Now this star stylist is ready to trade in his celebrity clientele – and the $300 a pop he charges them – in search of some fresh inspiration. Rykr plans to charm his way across North America, with a goal to end up in Los Angeles in time for the prestigious ISSE Hair Show. In his journey to get there, he’s hoping to both inspire and be inspired by the real people he meets – using hairdressing as the ultimate icebreaker and bond-maker. Wedding SOS (World Broadcast Premiere) Mondays at 8pm ET/PT beginning March 5 (10x30min) Emotionally charged, dramatic and entertaining, Wedding SOS is a brand-new series that follows wedding expert Jane Dayus Hinch as she answers a cry for help from couples whose wedding plans have gone off the rails. Whether it’s reducing the budget, cutting the guest list, finding a new venue or standing up to a bullying mother in-law, time and money are always tight and stress and tension are high. But some expert advice can go a long way, as Jane tries to put the pieces back together by granting each couple three wishes. With Jane’s help they can have the wedding of their dreams, but love’s path is never a smooth one and the lead up to the wedding will be an emotional rollercoaster as they overcome obstacles, confront disappointment and try to remember why they’re getting married. NEW HOST
NEW FORMAT Rich Bride / Poor Bride, Season Two (World Broadcast Premiere) Wednesdays at 8pm ET/PT beginning March 7 (13x60min) When it comes to weddings, everybody wants the perfect day, but unless you have access to unlimited funds, it’s “I do” but at what cost? In a brand-new hour-long format, Rich Bride / Poor Bride is a cheeky series that explores the human drama of what it takes to pull off the perfect wedding. Each episode begins with a meeting between one of Canada’s top wedding planners and a bride and groom-to-be. From flowers and décor to bridal gowns and food, the couple reveals their list of expectations, which doesn’t always match their budget. In this series – where no budget is ever big enough – we see the highs and lows of what happens when costs collide with expectations and how every decision has an impact on the couple both emotionally and financially. So Chic Couples (World Broadcast Premiere) Mondays at 9pm ET/PT beginning March 5 (13x30min) In this entertaining spin-off of viewer-favourite So Chic with Steven & Chris, hosts Steven Sabados and Chris Hyndman are focusing their expert style on couples. In each episode Steven and Chris help a couple prepare for a splashy event. The Twist? One of them gets a high budget of $2,000 and the other a low-end budget of $500. With the higher budget it’s all about the fantasy of indulging fashion dreams and finding the perfect outfit. On the lower budget – it’s all about knowing how to dress for your best assets and how super smart shopping tips can show you how to get great style at any cost. The challenge for Sabados and Hyndman is to make them both look equally fabulous, whatever the cost. For couples who have grown a bit too comfortable in their low-maintenance looks, makeovers with Steven and Chris might be just the spark their relationship needs! Now, check out page three [3] for more! return to page 2 [4] My Vice is Slice “To introduce Slice™ to consumers, we have developed an extensive campaign designed to hit women in original and unexpected ways.” says Gail Rivett, Senior Vice President, Marketing and Publicity, Alliance Atlantis Communications Inc. “While the exposure for Slice™ will be significant, what’s equally important is that we’ve created a unified campaign that speaks to women and embodies the irreverent Slice™ attitude.” Launching on March 5th, Slice™, which replaces Life Network, will fill a void on the TV dial, offering deliciously juicy, fabulously classy, original and marquee programming that will have women shedding tears of laughter, frustration and outright disbelief. The nature of Slice’s™ highly-addictive programming is the foundation of the dynamic and innovative My Vice is Slice™ advertising campaign that is delivered with a humourous and unapologetic attitude. The extensive and innovative campaign rolls out this week in Vancouver, Calgary, Edmonton, Winnipeg, Hamilton, London, Kitchener, Toronto, Ottawa and Halifax. Media buying was handled by Alliance Atlantis' internal media team. The campaign, designed to speak to women aged 18-49, utilizes every tool in a marketer’s arsenal including: radio, television and print ads; movie trailers; bus, streetcar and skytrain wraps; transit advertising; fitness and women’s washrooms advertising; grocery store ad bars; billboards; interactive online components; and heavy use of public relations - leveraging celebrity program hosts such as Kelly Osbourne and Canadian talents such as Ellie Tesher and Rykr. Pushing the marketing envelope, Alliance Atlantis worked with Pattison Outdoor to become the first Canadian advertiser to use lenticular technology. This innovative execution will lure women with its motion-changing creative in high-traffic shopping malls across the country. “This campaign is all about bringing the confident, edgy, and unapologetic attitude of Slice™ to life,” says Rivett. “We want to make women laugh and let them know they aren’t alone in their daily tribulations.” The Coalition of Neglected Vices Fights Back! Conceived and created by Rethink Communications, an award-winning advertising agency known for creative, untraditional approaches, the advertising campaign plays off Slice’s™ addictive nature. It suggests that the second the channel launches, women will abandon their current vices in favour of Slice™. The ad campaign, “paid for” by the Coalition of Neglected Vices, lobbies women to come back to their old vices. The sassy and irreverent television spots include messages from Canadian women’s favourite vices – “Hard Sell Lovin” to woo women back to one night stands, “Chocolaty Badness,” “Coffee Talk,” “Bubble Bath Attack,” “Malls,” “Girly Drinks,” and “Shoes.” Radio spots include pleas to “Come back to gossip,” “Come back to trashy novels,” “Come back to the internet,” and one from a neglected shower massager, “Feeling Dirty.” In addition to the consumer launch campaign, Alliance Atlantis worked with Rethink to develop all components of the Slice™ brand as well as the trade launch last fall. Slice’s™ playful style is reflected in its promos, IDs, bugs and billboards that will be shamelessly bright with an undercurrent of attitude. Even the viewer advisories are opinionated. With an unapologetic twist on viewer advisories, Slice™ shakes up the format by adding cheeky voiceovers to the standard advisory such as, “This program has some coarse language. You know how kids are these days. Viewer discretion is advised;” and “This program has mature subject matter and coarse language. Two out of three ain’t bad. Viewer discretion is advised.” Alliance Atlantis’ in-house creative services team developed and designed all elements of the on-air look. As additional on-air elements, Slice™ is making heavy use of US ad avails, nestings on 10 additional Alliance Atlantis networks, and a Bell Expressvu free preview. Canadian Women Confess The “Confessions of a Slice™ Watcher” print campaign brings to life the inner guilty thoughts of its viewers. Used in print publications and on billboards, the ads reflect the sassy Slice™ attitude through “viewer” quotes such as, “I watch Slice™ because my real-life friends are so boring. And, I hope, illiterate,” and “I watch Slice, but don’t tell anyone. This isn’t going in an ad is it?” On launch day, the Slice™ campaign includes can’t-miss domination of commuter and urban dailies with wraps that play up the fun and irreverence of the network in the Toronto Star, 24 Hours Edmonton and Calgary, and Metro Toronto and Calgary. In Toronto, the campaign includes a Glama Wrap of Metro that follows the confessional theme with quotes such as, “After reading this, I need an antidote to all the quality and substance,” “This paper would be better if it was a TV show,” “I only pick this up for the TV listings,” and “Hey, look everybody, I’m reading a newspaper.” The Calgary edition of Metro shares the same launch date as Slice™ adding an extra synergy to the campaign. Women Sneak a Peek Targeting female-skewing sites, Slice’s™ online advertising campaign developed by digital agency Proximity, enables Canadian women to sneak a peek at the secret vices of other women. The interactive, luxury online loft lets web browsers click on various windows and view snippets of Slice’s™ juicy shows and exposes women’s guilty secrets. Vice Central On March 5th, Alliance Atlantis’ digital media team will extend the guilty pleasures online by launching a new website at www.slice.ca, providing Canadian women with 24/7 access to the gossipy, water-cooler, humourous, “of-the-moment” content. Users will be able to submit comments on articles throughout the site, as well as use tags to search for related topics. As an additional social media feature, users will also be encouraged to submit their own stories to the “Confessionals” section, give advice on how they would handle various situations in the “Your Call” column, and submit questions in the “Ask a Guy” feature. The website will be divided into four main sections: - Dish: including a “Rants & Raves” blog as well as up-to-date dish on the latest gossip - Strut Your Stuff: featuring juicy viewer confessionals and must-have sexy play lists - Advice: contains “How To” and “Party Planning” guides - Play with Slice: the perfect collection of work distractions with games, quizzes, horoscopes and contests to help get you through the day The Vice Squad To develop the marketing communications program, Alliance Atlantis’ award-winning creative services, marketing, media buying, interactive, affiliate and communications teams worked with: Rethink Communications, an award-winning advertising agency known for creative, untraditional approaches, worked with Alliance Atlantis to develop all components of the Slice™ brand, including naming and logo development, as well as the trade and consumer advertising campaigns The Strategic Counsel, a leading research firm in Canada, conducted a valuable research program and provided insights and consumer feedback on all aspects of the brand and channel development NATIONAL Public Relations, Canada’s largest public relations firm, has worked closely with Alliance Atlantis to develop the consumer-launch public relations program Pattison Outdoor, Pattison Outdoor, the largest Canadian-owned Out-of-Home advertising company, helps Alliance Atlantis influence womens' viewing decisions through its unparalleled network of 160 top shopping destinations. Proximity Interactive, an award-winning digital agency, has developed Slice’s™ unique online consumer campaign Here a pics of the prind ads:    Tune in march 5th for the new Slice. www.slice.ca [5] | ||||||||||
|
This article is from CHANNEL CANADA http://www.channelcanada.com/ The URL for this story is: http://www.channelcanada.com/modules.php?op=modload&name=News&file=article&sid=1779 Links in this article [1] http://www.channelcanada.com/modules.php?op=modload&name=News&sid=1779&file=article&pageid=2 [2] http://www.channelcanada.com/modules.php?op=modload&name=News&sid=1779&file=article&pageid=1 [3] http://www.channelcanada.com/modules.php?op=modload&name=News&sid=1779&file=article&pageid=3 [4] http://www.channelcanada.com/modules.php?op=modload&name=News&sid=1779&file=article&pageid=2 [5] http://www.slice.ca/ |
