CanWest MediaWorks today unveiled its new vision for the Global brand during a meeting with employees from across the country. The changes are part of Global’s strategy to position the network as the television brand that Canadians turn to first for news and entertainment. Also, Global National with Kevin Newman is securing its position as the only suppertime national newscast in Canada by moving to a consistent time slot across the country. Beginning February 6, 2006, Global National will be seen in every market except the Maritimes, at 5:30 p.m. followed by Global’s local newscasts at 6:00 p.m. In the Maritimes, Global National will air at 6:30 p.m., following the local newscast.
The new brand positioning includes a redesigned logo which will replace the crescent icon that Global has used since 1997, plus a refreshed visual identity that will be woven through the network’s newscasts, advertising and on-air presentation. The new branding will be unveiled on February 5th, 2006 during the Super Bowl.
“We are introducing much more than just a new Global logo on February 5th,” said Walter Levitt, Senior Vice President, Marketing for Television and Radio at CanWest MediaWorks. “We’re launching a completely reinvigorated brand with a fresh visual identity that’s representative of a new attitude and a new promise to viewers. In an increasingly fragmented media landscape, network television continues to have the unique ability to shape everyday conversations around the country. The creative inspiration for the new logo and visual identity came from the “greater than” sign, and represents our goal to provide viewers with greater insight, greater perspective and greater understanding to help stimulate those conversations.”
Today’s announcement is a further example of the positive changes that Kathleen Dore, President of Television and Radio for CanWest MediaWorks, has made since she joined the organization last fall to help propel the network’s return to prominence.
In addition to strengthening the management team, Dore has been responsible for a host of recent successes, including the successful launch of Entertainment Tonight Canada, the acquisition of the year’s top-rated new drama Prison Break, the top-rated new comedy The War at Home, and the breakout hit My Name is Earl. These exciting developments have resulted in strong momentum for the network, which this fall has succeeded in placing nine of its programs among the top twenty most-watched shows in the major Canadian markets. The network has also seen tremendous growth of their newscasts over the past year, with Global National now the second most-watched national newscast in the country.
“I’m really pleased with the momentum we are building at Global,” said Ms. Dore. “We’ve added high impact program acquisitions this year and successfully launched ET Canada. The growth in our local and national newscasts reflects a great viewer response to our ongoing commitment to news and information programming. The new branding unveiled today is the next stage in our journey to rebuild Global and both viewers and advertisers can anticipate a fresh, new attitude to accompany these changes as the new year unfolds.”
Here’s a few screenshot:
National news moves to 5:30pm across the country
The move is part of a new Global brand strategy that will position the network as THE Canadian source for news and entertainment programming. The new brand positioning will include a refreshed visual identity for the entire network – including Global National and Global’s local newscasts – and a redesigned logo that reflects the network’s new attitude and promise to viewers.
“This shift allows us to be in a consistent time slot across the country as we continue to grow and move forward to become the leading news source for all Canadians,” said Steve Wyatt, senior vice president of news and information. “The ability to offer viewers back-to-back national and local news programming is a one-two combination that will be difficult to beat.”
Since its launch in 2001, Global National has grown steadily in ratings and profile and is now Canada’s second most watched national newscast. Most recently, the newscast won big at the 2005 Gemini Awards with its anchor and executive producer Kevin Newman winning the Best News Anchor award.
Global National has always been on the cutting edge of news with its group of outstanding reporters and editors who are constantly in the frontlines of breaking news. The newscast recently brought in a host of fresh, new and interactive features designed to provide Canadians with unique perspectives on the federal election campaign. These features include a dedicated Web site with blogs from political columnists, Global National podcasts, news and video disseminated to mobile phones and the ability to have viewers submit photos and video for inclusion in the newscast.
With news bureaus in every major Canadian city as well as Washington, D.C., Global National’s momentum continues to grow and is on the offence in the race to become Canada’s leading national newscast.