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Paul Burns Shaw Media.pdf


									INSIDE VIEW
                  Fall 2011

         Paul Burns
            Gets to the point Page 8

        Shaw Media
         Brand Partnerships Page 35
  INSIDE VIEW                                                           Contents
               Published by Shaw Media Inc.
                                                                         Global . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
                Errol Da-Ré         SVP Sales
                Lori Legault        VP National Sales                   Paul Burns Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
            Greg McLelland          VP National Sales
                Doug Davis          VP Revenue Management
             Kathy Gardner          VP Strategic Insight & Research     Lifestyle
           Tim Schellenberg         VP Local & Regional Sales
           Graeme Mackrell          Director Digital Sales               HGTV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
            Ann-Marie Spurr         Director Marketing Ventures
                                                                         Food Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
                       Toronto      416-967-1174
                      Montréal      514-525-1133                         Twist TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
                     Vancouver      604-420-2288
                                                                         Slice . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
                     Edmonton       780-989-4725
                       Calgary      403-235-7716                         DIY Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
            Anne Denommé            Executive Editor
            Samantha Lamb           Creative Director                   Factual
           Max Gabriel Izod         Design and Layout
           Carolyne McLean          Production                           History Television . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Contributors:                                                            National Geographic Channel . . . . . . . . . . . . . . . . . . 30
   Genie Albrecht          Ana Amaya                  Solange Bernard
   Stephanie Blondal       Lisa Blue                  Catie Bower
   Paul Burns              Kate Condon                Alison Cosgrove   Dramatic
   Munro Cullen            Natalie Cunningham         Lisa Djakalovic
                                                                         Showcase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
   Debbie Hill             Chris Hopkins              Joel Lee
   Michelle Lemmon         Luisa Meogrossi            Adam Miller       Shaw Media: Brand Partnership . . . . . . . . . . . . . . . . 35
   Sarah Mitchell          Danielle Montgomery        Nadia Niccoli
   Julie Ngo               Gary Sappleton             Andrea Thompson    Action . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
   Florencia Wells         Kimberly Williams
       Special thanks to the Content and Acquisitions Teams              Showcase Diva . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
                for great Shaw Media programming
                                                                         MovieTime . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40
Interior pages printed on 60lb Enviro 100 text recycle stock.            TVtropolis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
                                                                         Mystery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
                                                                         Deja View . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48
                                                                                        Global Television is home to the nation’s award winning
                                                                                        national newscast Global National with Dawna Friesen, local
                                                                                        Global News Hour and the biggest primetime television hits
                                                                                        including; House, Glee, Survivor, Hawaii Five-0, and Rookie
                                                                                        Blue plus the most watched entertainment news hour with
                                                                                        Entertainment Tonight and ET Canada.

                       Prime Suspect
                                          new dramas
                                          Prime Suspect Thursdays – 10PM et/pt
                                          Maria Bello stars as Jane, the tough-as-nails detective who doesn’t know when to
                                          quit. While she’s rude, reckless and aggressive in her job, she’s also a brilliant cop.
                                          Ultimately Jane remains focused, keeping her eye on one thing: the prime suspect.

                                          A Gifted Man Fridays – 8PM et/pt
                                          A successful surgeon’s (Patrick Wilson) life changes forever when his deceased ex-
                                                                                                                                    A Gifted Man
                                          wife (Jennifer Ehle) begins teaching him the meaning of life from the “hereafter.”

                                          Ringer Fridays – 10PM et/pt
                                          Bridget (Sarah Michelle Gellar) is six months sober and starting to turn her life
                                          around when she is the sole witness to a professional hit. Despite the assurances of
                                          her FBI protector (Nestor Carbonell), Bridget knows her life is on the line. She flees
                                          to New York and reunites with her estranged twin, Siobhan (also Gellar).

4 - For more, please visit
new comedies                                                                                                                                                 DIGITAL INITIATIVES, STATISTICS
                                                                                                                                                                   AND INNoVATIoNS
                                How To Be a Gentleman                         Happily Divorced                                                               • 1.5 million Unique Visitors/
                                Thursdays – 8:30PM et/pt                      Fridays – 9:30PM et/pt                                                           month - up 44% YoY
                                David Hornsby writes, executive-              This comedy centres
                                produces and stars as Andrew, an              around a Los Angeles                                                           • 29.3 minutes average time
                                   uptight guy who is learning to live        florist (Fran Drescher)                                                          spent
                                      his life with the help of an old        as she deals with dating
                                                                                                                                                             • 18.3 million Page Views - up
                                          high school classmate. Bert         after finding out her
                                             (Kevin Dillon) is a genial guy   realtor husband of 18                                                            55% YoY
                                             who retains the optimism         years (John Michael                                                            • 34.5 million Video Views;
                                             of a teenager, but doesn’t       Higgins) is gay. Fran                                                            more than double versus
                                          quite understand the concept        juggles her new                                                                  last year!
                                       of boundaries.                         relationships while still
                                                                              living under the same                                                          • 58% of the audience is A18-49
                                                                              roof with her ex-husband.
                                                                                                                                                             • Global Universal Video App
                                                                                                                                                               has over 475 Thousand
                                                                                                                                                               downloads. It is the highest
                                                                                                                                                               ranked and rated Free
                                                                                                                                                               Entertainment App among
                                                                                                                                        Happily Divorced
                                                                                                                                                               Canadian broadcast Apps for
                                                                                                                                                               both iPhone and iPad
                                                                                                                                                             • Global News is the fastest
                                                                                Allen Gregory Sundays – 8:30PM et/pt                                           growing Canadian broadcast
                                                                               Allen Gregory De Longpre (Jonah Hill) is one of the most pretentious            news site with 82% YoY
                                                                              seven-year-olds of our time. And although Allen Gregory has                      visitor traffic increase
                                                                              allegedly composed operas and written novels he’s about to embark
                                                                              on his greatest challenge yet: leaving the safety of his father’s (French
                                                                               Stewart) homeschooling and attending elementary school with
                                                                                 children his own age.
How To Be a Gentleman

I Hate My Teenage Daughter                                                                                                                Allen Gregory
Fridays – 9PM et/pt
Two single moms have given their daughters
everything they asked for and everything they                                                                                                                         Global TV iPad and iPhone app
never had. The unintended consequence: they
have created two mean girls just like the ones who                                                                                                           Source: Unique Visitors, Video and
tortured them years ago. Starring Jaime Pressly                                                                                                              Profile Data comScore Inc. Media Metrix.
and Katie Finneran.                                                                                                                                          Page Views Omniture SiteCatalyst. All
                                                                                                                                                             data March-May 2011 average.
                                                                                                                                                             Global Universal Video App stats from
                                                                                                                                                             iTunesConnect for downloads and
                                                                                                                                                             Google Analytics for all other metrics.
                                 I Hate My Teenage Daughter                                                                                                  Mobile data as of June 2011

                                                                                                                                                   For more, please visit - 5
    key returning programs
     • NCIS MoNDAyS AT 8PM et/pt                                                       • 16:9 The Bigger Picture  
                                                                                        (GLoBAL NEWS) SATuRDAyS AT 7PM et/pt
     • House MoNDAyS AT 9PM et/pt
                                                                                       • The Cleveland Show
     • Hawaii Five-0 MoNDAyS AT 10PM et/pt                                              SuNDAyS AT 7:30PM et/pt

     • Glee TuESDAyS AT 8PM et/pt                                                      • The Simpsons
                                                                                        SuNDAyS AT 8PM et/pt
     • NCIS: Los Angeles TuESDAyS AT 9PM et/pt
                                                                                       • Family Guy
     • Parenthood NEW To GLoBAL TuESDAyS AT 10PM et/pt                                  SuNDAyS AT 9PM et/pt
        Follow the trials and tribulations of the very large, very colourful and
        imperfect Braverman family: financially strapped single mother Sarah (Lauren
                                                                                       • American Dad
                                                                                        SuNDAyS AT 9:30PM et/pt
        Graham); successful corporate lawyer Julia (Erika Christensen); commitment-
        phobe Crosby (Dax Shepard); and the oldest sibling, Adam (Peter Krause).
                                                                                       • The Good Wife
                                                                                        SuNDAyS AT 10PM et/pt
     • Survivor: South Pacific WEDNESDAyS AT 8PM et/pt
                                                                                       • Entertainment Tonight
                            • Harry’s Law NEW To GLoBAL                                 WEEKNIGHTS AT 7PM et/pt
                               WEDNESDAyS AT 9PM et/pt                                                                         Parenthood
                                   This acclaimed legal dramedy – starring Academy     • ET Canada
                                     Award® winner Kathy Bates – is about embracing     WEEKNIGHTS AT 7:30PM et/pt
                                      the unexpected and everything life throws
                                      at you. From Emmy® Award-winning writer/         • Bob’s Burgers
                                      producer David E. Kelley.

                                     • Kitchen Nightmares
                                         WEDNESDAyS AT 10PM et/pt
                                                                                       key returning specials
                                   • The Office THuRSDAyS AT 8PM et/pt
                                  • Bones THuRSDAyS AT 9PM et/pt                       • Canada’s Walk Of Fame 
                                  • Saturday Night Live                                • The Victoria’s Secret Fashion Show
                                      SATuRDAyS AT 11:30PM et/pt
                                                                                       • PGA Tour
                                                                                       • Teen Choice Awards
                                                                                       • GRAMMY Awards
                                                                                       • SAG Awards
                                                    Harry’s Law                        • People’s Choice Awards
6 - For more, please visit
Audience Profile
                 Demographic Profile
       % of A18+ AMA, English Canada
    BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   43        53 57            23       19   47 40          47   43         44     49     75   78







                                                                                                                                                Home is
                                   Total TV

Global viewers are trend setters who are concerned about health and nutrition.
They are more likely than the average TV viewer to:
  • Spend $500+ on clothing/shoes in the past year (107)                       • Take vitamin/mineral supplements (108)
  • Spend $100+ on cosmetics in the past 6 months (117)                        • Enjoy gardening (111)
  • Own a department store credit card (115)                                   • Use exercise videos at home (113)
  • Read fashion/lifestyle (116) and food sections of the newspaper (120)

They also enjoy travelling and they invest in household products.
Global viewers are more likely to:
  • Have vacationed in the US (106) or Carribean/Mexico/                       • Own motor home/camping trailer (122)
    Central-South America (119) in the past year                               • Have 3+ vehicles in household (107)
  • Spend $150+ on groceries in the past 7 days (106)                          • Spend $50+ on lottery tickets for charity
  • Spend $1500+ on appliances in the past year (107)                            in the past year (130)

Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a
                                                                                                                            Hawaii Five-0

Key Research Findings
• Season after season, Survivor is a constant Top 10 performer nationally as                       • Glee ranked as the only sophomore show in the Top 10 (A18-49)
  well as in all three key markets (A18-49)                                                        • The Entertainment Tonight and Entertainment Tonight Canada combination
• Over the past seven years, House consistently ranks as one of television’s biggest                 was the country’s #1 entertainment news hour (Ind. 2+) for the year
  dramas                                                                                           • Global National reached an average of 4.4 million* viewers (Ind. 2+. M-F) every week.
 • Hawaii Five-0 was the #1 new drama last Fall (A18-49)                                           • Every week, 4.6 million* Canadians tune into Global News Hour (Ind 2+)
• After 22 seasons The Simpsons delivered Top 20 audiences last Fall (A18-49)                      • Young and the Restless continues to be the #1 daytime soap against W25-54
Source: BBM Canada PPM Data, Total Canada (unless otherwise stated), 2009/2010 excluding Olympic dates (Sept 14/2009 – Feb 11/2010, Mar 1 – May 30/2010), 2010/2011 (Sept.13/2010 – May 25/2011).
FL10 (Sept 13 – Dec 19/2010), SP11 std (Jan 3- May 25/2011) AMA (000), Ind 2+ (unless otherwise stated), 3+ airings, *AvgWklyRch (000)

                                                                                                                                                      For more, please visit - 7
       An Interview with Paul Burns                                  Shaw Media VP, Digital Media

       After months of working to build a dynamic team Paul Burns believes Shaw Media’s Digital team is
       well positioned to give its rivals some stiff competition.
          Since joining the company Paul and his team have launched the wildly successful Food Network
       Canada and Global Television mobile applications, re-energized the online experience of both
       those networks and HGTV and built some key strategic partnerships with AETN, NBC and others
       to create the Shaw Premium Audience Network. Those are just a few highlights.
          Let’s hear what Paul thinks about key questions advertisers want answered:

       Q: What digital/technological       about our programming.             TV Everywhere – Depending         consuming content on an
       advances are you watching           Social technology really allows    on who you talk to, the term      iPhone is remarkably different
       closely?                            you to harness this and tap        ‘TV Everywhere’ can mean          from when they are consuming
       Paul: Obviously there’s lots        into that conversation in a        a whole bunch of different        content in front of a 42” LCD.
       of activity happening in this       meaningful way. For decades,       things. We define it as being     Research has shown that
       space, but definitely a few         conversations about TV always      able to give our audiences        different parts of the brain are
       areas that we’re keeping a          happened the next day around       access to the programming         engaged on different screens
       really close eye on.                the water cooler, and were         that they love on every           – perhaps saying that they are
                                           regulated to a close knit group    possible platform. What           more active or more relaxed
       Social – Really, the social layer   of colleagues or friends or        we’ve found though, is that       depending on the mediums,
       is weaving its way into every       family. Social allows us to have   audiences behave differently      or that being on the go or
       form of media that exists right     these conversations in real        on different platforms –          being in the home means
       now. It’s impossible not to take    time, with anyone who’s a fan      meaning their consumption         they interpret the messaging
       a serious look at the impacts       of the show and aggregate          patterns aren’t absolute – they   differently. So what does this
       and the opportunities here.         that across the entire world.      change (along with their state    mean? It really means we
       We have the luxury of brands/       For us, it’s an amazing tool to    of mind) depending on what        have the opportunity to be
       content that lend themselves        drive audience engagement          device they are consuming         way more scientific about how
       very easily and naturally to        and create an addictive            content on. For example,          we engage audiences – way
       a social context – meaning,         following.                         a users state of mind while       more aware that, although the
       people really love talking

8 - For more, please visit
audiences may be the same          the tip of the iceberg. We’ve
on all devices, the mind state     recently launched products like
that they are in is changing –     the video ad selector (where
so that would suggest that our     viewers actually get to choose
marketing messages should          the ads they want before they
likely be altered to fit with      view them). Put simply – user
the device experience (i.e.        initiated = higher unaided
Audiences might be more            brand recall post campaign.
receptive to shorter, more ‘call   Audience Aggregation –
to action’ driven advertising      The ability to target your         on low impact sites with           would find out of bounds.
while on the go)                   audience, regardless of where      really questionable content        With that premise in mind, we
Video Advertising Innovation       they are browsing on the web,      offerings (so really ad networks   recently announced the Shaw
– for a while now, video           by aggregating a number of         have been the ‘gutter ball’ of     Premium Audience Network
advertising could be summed        online sites into one campaign.    advertising opportunities). We     to solve this problem – deliver
up by taking your TV creative      For the most part, this is being   think this model can actually      an aggregate audience with
and putting it on the web.         done already on the web today      work quite well – but you need     meaningful reach across a
I think we’re looking at a         by ad networks – the problem       a premium asset mix to do this     network of premium online
whole new era of advertising       with most ad networks today        effectively – no one wants their   assets. Advertisers love this
innovation and video is just       is that they deliver low value     brand in places that someone       because it delivers the reach
                                                                                                                             Continued on Page 23

                                                                                                              For more, please visit - 9
                                                                                          From décor to real-estate to renovations, HGTV is the number
                                                                                          one destination for entertaining home-related content. With
                                                                                          popular hosts that are the leading experts in their fields, HGTV
                                                                                          offers clever solutions and a multitude of ideas for remarkable
                                                                                          transformations, dramatic makeovers and breathtaking reveals.

                                                                                                                                                             HGTV is a trademark of Scripps Networks, LLC; used with permission.
                                                                                          Whether you are picking the perfect paint colour and stylish
                                                                                          accessories, or considering a large-scale reno, HGTV is Canada’s
                                                                                          most inspiring source for home ideas.

     HGTV heads into Fall with an all new primetime line-up of                                                                              Consumed
     returning favourites and new series including:

     new series
     Consumed Jill Pollack                                                   urban Suburban Phil DuMoulin, Sarah Daniels
     In this extreme home experiment, overwhelmed families drowning          Brother and sister realtors Phil DuMoulin and Sarah Daniels
     in their excessive amount of stuff are challenged by de-cluttering      compete each week to find one family their dream home.
     expert Jill Pollack to survive for 30 days with only the bare           Featuring a different Canadian city in each episode,
     essentials. With their worldly possessions temporarily gone, Jill       Sarah will prove that the suburbs aren’t all cookie cutter
     helps them confront their relationships with each other and the         houses and soccer moms, while Phil will prove that buying
     effect of clutter on their lives. At the end of it all, they will see   downtown doesn’t mean a huge mortgage and little living
     their material possessions, homes, and each other in a completely       space. Tune in to find out if each family’s dream home is in
     different way. But can families who have been consumed by our           the city or the suburbs!
     consumer society actually change?

10 - For more, please visit
new series CoNTINuED
                                                                                                                                                              DIGITAL INITIATIVES, STATISTICS
                                                                                                                                                                   AND INNoVATIoNS
                                                                                   House Hunters on Vacation Taniya Nayak                                      • 201,000 Unique Visitors/
HGTV’d                                                                             In this House Hunters spinoff series, HGTV will whisk away one
                                                                                                                                                                 month – up 22% YoY
                                                                                   lucky family each week to a beautiful vacation destination. The
                                                                                   family only has to answer one question: which home they would               • 2.4 million Page Views/
                                                                                   like to stay in for a week! Host Taniya Nayak will take each family           month
                                                                                   to tour spectacular homes chosen just for them – will they fall for
                                                                                   the beachside villa, a cottage nestled on the hills, or the high-rise       • 12.4 minutes per visitor/
                                                                                   condo with incredible city views?                                             month – up 86% YoY
                                                                                                                                                               • More than two-thirds
                                                                                   Room Crashers                                                                 of visitors are A18-49
                                                                                   Designer, contractor, and former Design Star finalist Todd Davis is in        indexing 129 vs. the online
                                                                                   stores across America looking for unsuspecting homeowners who                 population
                                                                                   need some serious help with their home improvement projects. If
                                                                                   the homeowners are willing, Todd and his Room Crashers team will            • Almost half of the audience
                                                                                   follow the surprised shoppers home and completely transform their             is F18-49 indexing 170 vs.
                                                                                   dull and outdated rooms into stunning showpieces!                             the online population
                                                                                                                                                               • Video Views have reached
HGTV’d Tanika Ray                                                                                                                                                an all-time high of 665,000
For anyone who has ever wished that HGTV would show up on their doorstep                                                                                         - 38% YoY increase
and makeover their home, that dream is about to come true with the new
show HGTV’d. In each episode, an HGTV star will arrive at the home of a lucky                                                                                  • Full episode streaming of
viewer and surprise them with a jaw-dropping transformation in their own                                                                                         Flipping Out and season 4
home. This show will turn outdated family rooms, dull basements and boring                                                                                       of the ever popular Sarah’s
backyards into astonishing, one-of-a-kind spaces that feature high-impact,                                                                                       House coming to the site
ingenious, and visually stunning room designs.                                                                                                                   this Fall

Dina’s Party Dina Manzo
Dina Manzo, the interior designer                                   Dina’s Party
and special events planner who first
captured America’s imagination in Real
Housewives of New Jersey, will bring
her lavish and sumptuous events to
HGTV in a new weekly party-planning
series. During each episode, Dina and
the staff of her event company Design
Affairs will create magnificent events
in their clients’ homes. Whether it’s
a posh baby shower, an over-the-top
fantasy wedding or a grand graduation
party, Dina will transform any space into
something breathtakingly beautiful and                                                                                                                        Source: Unique Visitors and Profile data
unique. With her extraordinary talents,                                                                                                                       comScore Inc. Media Metrix
Dina will make every occasion a perfect                                                                                                                       Page Views Omniture Site Catalyst. All
celebration for the important moments                                                                                                                         data March to May 2011 average
in a family’s life.                                                                     Room Crashers

                                                                                                                                                    For more, please visit - 11
    returning series
                                             Holmes Inspection                         Property Virgins Sandra Rinomato
                                             Mike Holmes                               Hosted by Real Estate Guru Sandra Rinomato, series VII focuses
                                             Mike Holmes investigates the              on the intense, roller-coaster journey of property virgins’ first foray
                                             shortcomings of shoddy, substandard       into the real estate market. We take a look at property virgins from
                                             home inspections. Not only does he        a variety of backgrounds, all with unique stories. We meet young
                                             uncover what was overlooked by the        couples searching for their first home together, single parent
                                             original inspection, once exposed, he     families, adult children buying homes with their parents, and
       Holmes Inspection                     can’t leave as is – he arranges for his   singles that want to invest in real estate.
                                             team to set it right.
                                                                                       Flipping out Jeff Lewis
     Sarah’s House Sarah Richardson                                                    It takes a special kind of personality to handle flipping six
     Sarah Richardson buys a home from plans                                           multimillion-dollar houses at one time but Jeff Lewis, an
     in a new subdivision, and shows you how                                           obsessive-compulsive successful businessman, pulls it off and
     to transform a builder’s beige box into the                                       turns a six-figure profit on every property. Lewis may blow up
     home of your dreams. Over the course                                              every now and then and perhaps fire an employee or two, but he’s
     of 13 half-hours, cameras track Sarah                                             aware of his “flipping out” tendencies and attempts to counteract
     and design sidekick Tommy Smythe as                                               them with therapy, spiritual healers, psychics and the like.
     they tackle the home’s configuration and                                          There’s never a dull moment for Lewis and his intriguing cast of
     design, giving this brand new place style                                         characters--a diverse and often disgruntled group of employees
     and livability right out of the box. Sarah’s                                      he counts as friends.
     House demystifies the entire process of                                                                                                                     Property Virgins
     dealing with your builder, balancing wants
     and needs, headaches and sweat equity to
     create the home you really want!                 Sarah’s House

               Income Property Scott McGillivray
               Scott McGillivray rescues first time homeowners from the brutal
               real-estate market by building income suites to help offset
               their big mortgages. Scott plans and executes renovations that
                 provide long-term solutions for Generation House Poor.
                                                                                       coming in winter
                                                                                       Canada’s Handyman Challenge
                            Professional Grade Sean Smith                              Mike Holmes, Scott McGillivray, Bryan Baeumler, Jillian Harris
                            Savvy and resourceful homeowners tackle a room             Canada’s Handyman Challenge is HGTV’s first series to hold a nationwide
                             renovation trying to achieve professional quality         search for the best everyday handyman. Teaming up for the first time are
                              results on a limited budget. If they can fool a team     HGTV celebrities Mike Holmes (Holmes on Homes, Holmes Inspection),
                               of master contractors into thinking they spent          Scott McGillivray (Income Property), and Bryan Baeumler (House of Bryan,
                               more money than their actual out-of-pocket costs        Disaster DIY). The esteemed judges will travel to Vancouver, Halifax and
                               — the homeowners will win the difference.               Toronto to hold LIVE auditions and recruit talented hopefuls. In each major
                                                                                       city a top four will be selected to represent their regions (West, East and
                                                                                       Central) forming our top twelve. These twelve will progress to Hamilton
                                                                                       to compete and strut their stuff, but in the end, only one person will be
                                                                                       crowned the winner of Canada’s Handyman Challenge.
                           Income Property

12 - For more, please visit
Audience Profile

                  Demographic Profile
        % of A18+ AMA, English Canada                                                                                                                     11 13
     BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   37        53 63          47        46     47 55        44    39       75   79   42    47                   48          51






                                                                                                                                 Home is

                                                                                                                                           Work 30+


                                                                                                                                                                           HH Size 3+
                                    Total TV

More likely to:
• Plan to buy a house or condo (148), spend $1500+ on appliances                     • Be considered leaders in style and fashion (113) , spend $500+
  (123) and $2000+ on furniture (115)                                                  on clothing and shoes (114), $100+ on cosmetics (122), and buy
• Spend $7500+ on home repair/renovations (124) such as carpets/                       brand name when others are on sale (114)
  flooring (118), windows/doors (110), painting/wallpaper (110),                     • Spend $2000+ on a vacation (111), visit the spa (131), and enjoy
  lighting (111), kitchen (122) and bath (119) renovations                             gardening (129)
• Purchase or lease a $25-$40k vehicle (139), have an automobile                     • Visit the health/fitness club (123), prefer low-cal food/drink (116),
  loan (123) and own a mid/full size SUV (126) or compact pick-up                      and consume 6+ diet soft drinks (121) and 6+ real fruit juices
  (130), and would definitely consider a hybrid vehicle (117)                          (116) in the past week
                                                                                     • Enjoy 4+ spirits (112) or 3+ coolers (118) in the past week
Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

Key Research Findings                                                                                                        Decked Out

• Top 10 specialty network against key 18-49/25-54 target groups, ranking #2 against F25-54
• Experienced audience growth over Fall’10 (+8% for A25-54, +7% for A18-49)
• A new Canadian original series, Decked Out, was HGTV’s #1 program of the Spring
• Holmes Inspection, House Hunters International and Property Virgins continue to be HGTV’s
  most popular programs

Source: BBM Canada PPM Data, Total Canada, Spr’11 STD (Jan3-May29/11), Fall’10 (Aug 30 – Jan 2/11)

                                                                                                                                                  For more, please visit - 13
                                                                           Food Network is Canada’s favourite destination for entertaining and
                                                                           inspiring food-related experiences. From engaging, passionate chefs to
                                                                           dramatic culinary competitions and behind-the-scenes access to the food

                                                                                                                                                              FOOD NETWORK is a trademark of Television Food Network G.P.; used with permission.
                                                                           industry, Food Network serves up an appetizing schedule showcasing
                                                                           popular programs from Canada and around the world.

    new series
    Sugar High Duff Goldman                                                      Crave Troy Johnson
    In this brand new series, famed cake ‘Ace’ Duff Goldman leaves his           There’s no doubt about it, Crave host Troy Johnson is obsessed with
    bakery behind and takes a sweet road trip on a mission to find the best      food. As a food critic and journalist in San Diego, he is constantly
    desserts in America, from baked Alaska to Boston cream pie. Duff goes        surrounded by culinary wonders. He’ll travel anywhere and try anything
    to the locals of each city to find out where they eat when they’ve got       in pursuit of a new gastronomic passion. Troy’s expeditions shed light on
    a sugar craving and then meets the people behind the nation’s best           how a particular dish or trend started, how it’s made, the science behind
    desserts, getting the scoop on the history of the recipe and the behind-     it, and even the loyal people who are nuts about the flavour – just like
    the-scenes magic of how it is made.                                          him. Troy doesn’t stop until he fully uncovers every one of his newest
                                                                                 food obsessions.
    Tough Cookies
    The only thing more popular than the Jersey Shore beach in New               Heat Seekers Roger Mooking
    Jersey are the cookies at Crazy Susan’s Cookie Company. There’s never        For chefs Aarón Sanchez (Chefs vs. City) and Roger Mooking (Everyday
    a dull moment at the cookie jar with this loving, squabbling, multi-         Exotic), Heat Seekers is a tongue-testing odyssey to discover the most
    generational family. Sisters Susan and Linda try to keep everything          deliciously spicy food across the country – and to figure out why these
    running smoothly – but with lines out the door, phones ringing off the       dishes are so fun to eat. They discover the secrets of spicy dishes of all
    hook, and family members who create more problems than solutions,            kinds – from Mexican to Korean to Indian cuisine – and then subject
    they’ll need to work their tails off to keep these cookies from crumbling.   themselves to a test of who can handle the heat. The results are either
                                                                                 tears of laughter or tears of pain – usually both.

14 - For more, please visit
 Recipe to Riches
                                                  Recipe to Riches Jesse Palmer, Laura Calder                   Jamie’s Meals in Minutes                
                                                  In this new competitive reality series, everyday              Jamie oliver
                                                  Canadians with extraordinary recipes battle for the once-     If you love food and have hungry mouths          DIGITAL INITIATIVES, STATISTICS
                                                  in-a-lifetime opportunity to have their recipe chosen         to feed when you get home after a long                AND INNoVATIoNS
                                                  as the next President’s Choice® sensation. Hosted by          day, then allow Jamie to introduce you to
                                                  former The Bachelor star Jesse Palmer, the competition        a revolutionary way of cooking. In Jamie’s       • 484,000 Unique Visitors/
                                                  is judged by a panel of experts including Laura               Meals in Minutes, he’ll show you how to            month - up 36% YoY
                                                  Calder (French Food at Home). Each week, a series of          make a complete meal in the time you’d
                                                                                                                                                                 • 5.6 million Page Views
                                                  challenges determines the winner in one of seven food         normally spend on one dish. Jamie’s style
                                                  categories and that recipe will be featured on store          of cooking is all about using every minute       • 7.9 average minutes per
                                                  shelves. On the season finale, Canadian viewers vote          wisely, having fun and reclaiming your             visitor
                                                  for the best of the best and the grand prize of $250,000      kitchen for the job it was meant for. Once
                                                  is awarded to one Canadian home cook who will go              you start cooking this way, you’ll never         • 780,000 Video Views;
                                                  from… Recipe to Riches!                                       look back.                                         up 55% YoY
                                                                                                                                                                 • Over 40% of the audience
                                                                                                                                                                   is F25-54, indexing 155 vs.
                                                                                                                                                                   the online population
                                                                                                                                                                 • Over 750,000 downloads
                                                                                                                                                                   mobile apps for iPhone,
                                                                                                                                                                   Blackberry and Nokia
new seasons                                                                                                                                                      • With more than 1.4
                                                                                                                                                                   million Page Views since
                    Restaurant: Impossible                 Robert Irvine            The Next Iron Chef Alton Brown                                                 April,
                    After combating countless “impossible dinners,”                 Ten of the best chefs test their speed, artistry and creativity as they        is a smashing success –
                     Chef Robert Irvine faces a daunting new challenge:             compete to join the most elite culinary society: the Iron Chefs. This          exceeding traffic and video
                      Save America’s most desperate restaurants from                season’s competitors include Canada’s own Chuck Hughes and other               targets!
                      impending failure in just two days with only                  Food Network favourites – Robert Irvine, Anne Burrell and Marcus
                      $10,000. In this series, Robert uses creativity and           Samuelsson.
                        resourcefulness along with a lot of muscle in his
                              fight to rescue these restaurants and                 The Great Food Truck Race Tyler Florence
                                    give hope to the owners and their               This series pits eight teams – representing the country’s best food
                                        employees. To ensure a packed               trucks – against each other to hit the road and cook their way across
                                           house for the grand re-opening           America. Each week, the teams that sell the most food race on to the
                                            at the end of day two, Robert           next episode. The losing team drives home. In the end, one food truck
                                              hits the streets to tell the          remains, and the team behind the wheel and the grill wins the $50,000
                                               community about the                  grand prize.
                                                improved restaurant. Will
                                                 the ruthless schedule, tight
                                                  budget and ambitious              Eat St.                                                                               Food Network iPhone app
                                                  task overcome Robert’s            Eat St. is a lip-smacking celebration of North America’s tastiest,
                                                   lofty goals, or will this tall   messiest, and most irresistible street food. From Tijuana-style tacos        Source: Unique Visitors, Video and Profile
                                                   order result in restaurant       served out of an Airstream trailer to pizzas baked in a brick oven on        data comScore Inc. Media Metrix. Page Views
                                                   triumph?                         wheels, classic dogs with all the fixin’s and sirloin burgers slathered in   Omniture SiteCatalyst. All data March-May
                                                                                                                                                                 2011 average.
                                                                                    bacon jam (yes, bacon jam!), food cart fare is the hottest trend going.
                                                                                                                                                                 Mobile data Google Analytics,
                                                                                    The stars of the show are the vendors – mavericks with creative takes        iTunesConnect for iPhone, Polar Mobile for
                                                                                    on mobile meals and inspiring stories to tell. Seeking out the very best     Blackberry and Wigifacts for Nokia.. Mobile
                                                                                    curbside eats, Eat St. is your grease-stained roadmap to the ultimate        data as of June 2011.
                                               Restaurant: Impossible               street food experience.
                                                                                                                                                     For more, please visit - 15
     new seasons CoNTINuED

                                                                         Dinner Party Wars

     Dinner Party Wars Corbin Tomaszeski, Anthea Turner
     Dinner Party Wars invites you to enjoy an hour of wining, dining and undermining
     as three couples go head-to-head in a ruthless, no-holds-barred dinner party
     competition. Hidden cameras capture every detail as testy guests come to blows
     and taste buds are either tickled or tortured. As the battle rages on in the dining
     room, expert hosts Corbin and Anthea rate each dinner party, share a wealth of
     culinary and etiquette tips, and determine the winners.                                    Chuck’s Day Off

     Chopped Ted Allen
     Chopped is all about skill, speed and ingenuity where four up-and-coming chefs
     compete before a panel of three expert judges, taking everyday items and                Chuck’s Day off Chuck Hughes
     turning them into an extraordinary three-course meal. Course by course, the             Chuck’s back in his best season yet, featuring sizzling recipes, colourful
     chefs will be “chopped” from the competition until only one winner remains. The         characters and a rockin’ soundtrack. Join Chuck as he cooks his way
     challenge? They have seconds to plan and 30 minutes to cook an amazing course           through his day off, whether it’s catering the artists’ area at the Osheaga
     with the basket of mystery ingredients given to them moments before the clock           Music Festival or an amazing “thank you” meal for the hospital staff that
     starts. Who will make the cut? Who will be Chopped?                                     helped him through a broken ankle!

16 - For more, please visit
Audience Profile

                  Demographic Profile
        % of A18+ AMA, English Canada
     BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   42        53 58          23       31    47 60          47      59     42   46           17      19      48 58






                                                                                                                                 Work 30+

                                                                                                                                                    HH Income

                                                                                                                                                                     HH Size 3+
                                    Total TV
                             Food Network

More likely to:
• Spend their time online downloading music (123), playing online                   • Spend $7500+ on home repairs/renovations (115) and $1000+ on
  games (121), social networking (123) and making purchases (121)                     furniture (111)
• Invest in RRIF’s (133), Canada Savings Bonds (136), term deposits/                • Own a cottage or recreation property (136) and luxury vehicles
  GIC’s (119) and have personal loans (120)                                           (car 144, SUV 171)
• Enjoy fine dining (123), wine (145) 4+ in the past week and use                   • Go to the movies 1+ times (127), visit art galleries (123), historical
  food as a personal reward (123)                                                     sites (125), national/provincial parks (117) and play golf (113)
• Visit a spa (day 126, overnight 140), use massage therapy (129)
  and use herbal or homeopathic remedies (125)

Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

Key Research Findings
• Top 10 specialty network against core female target groups
• Experienced an 8-9% audience growth over Spr’10 against F18-49/F25-54 demos
• Top Chef Canada (series premiere: April 11, 2011) premiered with 381,700 total viewers
  making it the highest-rated Canadian original premiere in the channel’s history
• Top Chef Canada was the network’s #1 program, followed by fan favourites, Diners,
  Drive-ins & Dives and Chopped

Source: BBM Canada PPM Data, Total Canada, Spr’11 STD (Jan3-May29/11)                                                          The Great Food Truck Race

                                                                                                                                                           For more, please visit - 17
   Twist TV is all about real life with a twist; capturing
   the experiences of everyday people facing
   extraordinary situations. The channel’s diverse cast
   of characters and their colourful stories – from
   unique personal challenges, to difficult family issues,
   to unusual medical circumstances – are always
   relatable and often outrageous. With a lineup of
   programming that includes tales of out of control
   kids, pageant moms and life changing health
   situations, audiences are guaranteed to be hooked.
                                                                                                                                                                                   The Talk

     new series
     The Talk                                                                        Four of a Kind
     Inspired by a mothers’ group Sara Gilbert went to after                         This family reality series follows a set of identical quadruplet sisters – one of only 63
     she had her baby, The Talk is a group of moms who get                           sets of identical quads in the world – as they juggle their senior year of high school. The
     together to talk family issues, current events, celebrity                       vivacious 18-year-old sisters Calli, Kendra, Megan and Sarah Durst tackle the everyday trials,
     gossip, and personal stories. Starring Leah Remini, Sara                        tribulations and emotions of being middle-American teenagers during one of the most
     Gilbert, Sharon Osbourne, Holly Robinson Peete, and                             pivotal times in their lives.
     Julie Chen.
                                                                                     Too Fat for 15: Fighting Back
     Pregnant in Heels                                                               This reality series follows a group of extremely overweight teens at a progressive weight-loss
     Rosie Pope has managed to create a thriving business                            school in North Carolina as they battle to lose weight. It’s a total lifestyle change as the students
     as the owner/designer of Rosie Pope Maternity, an ultra                         reside on campus at Wellspring Academy and follow a grueling plan while maintaining their
     high-end maternity brand for the most sophisticated                             academics. For some, it’s a last resort and failure is not an option. Watch the tears, struggles and
     and urban mothers-to-be. Rosie is a tough talking,                              triumphs as they fight to shed the excess pounds and take back their lives.
     straight shooting coach for the most privileged
     expecting mothers of Manhattan. Rosie advises her
     clients on everything from planning baby showers and
                                                                                     Pretty Hurts
                                                                 Pregnant in Heels   The most important man in Hollywood is not in the movies but you’ve definitely seen his
     hiring staff to decorating nurseries in this outrageous
                                                                                     work! Meet Rand Rusher, the surprisingly relatable injectionist to the starlets, Hollywood
                                                                                     wives and wannabes of Beverly Hills. With his handsome “tell me anything” charm he is part
                                                                                     therapist, part gay best friend and part miracle-worker. Pretty Hurts is an insider view into the
18 - For more, please visit                                             ridiculous, painful and ugly truth behind maintaining beauty in Hollywood.
Baby Borrowers                                                              Nanny 911
An intriguing social experiment based on the hit British program            Nanny 911 follows a team of expert nannies            Four of a Kind
that asks five diverse teenage couples – ages 18-20 – to fast-track         as they come to the rescue of desperate
to adulthood by setting up a home, getting a job and becoming               parents to tackle the issues that are causing
caring parents first to babies, toddlers, pre-teens and their pets,         chaos in their homes. Armed with expert
teenagers and senior citizens – all over the course of three weeks.         child-rearing checklists, the English ‘über-
                                                                            nannies’ take on all types of misbehaving,
                                                                            from appalling table manners to raging
one Born Every Minute                                                       temper tantrums.
An in-depth look at life inside the maternity ward at Riverside
Methodist Hospital in Columbus, Ohio, as expectant mothers enter
their final stage of pregnancy. From the delivery room to the nurses’
station, 40 cameras roll 24 hours a day, 7 days a week to capture the
high drama, humour and overwhelming emotion of childbirth as
new lives begin and others change forever.

Audience Profile
                   Demographic Profile
          % of A18+ AMA, English Canada
      BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   27          53 73          23        39       47 67        47   64       42    47      20     32      15 26





                                                                                                                                     Work 30+

                                                                                                                                                   Household w/
                                                                                                                                                       Kids <12

                                                                                                                                                                  Ind w/ Kids
                                     Total TV
                                     Twist TV

More likely to:
• Own a home theatre (117), rent 6+ movies (198) in the past month,                              • Feel that premium brands are worth the extra money (111), use food as a
  have a gaming system (131), and spend $100+ on video games/                                      personal reward (158), and drink 12+ fruit juices in an average week (140)
  accessories (143) in the past year                                                             • Spend up to $2,499 on home repairs/renovations (145) and made
• Spend 15+ hours on the internet excluding email (134) where they spend                           improvements to their homes including paint/wallpaper (118) as well
  time playing online games (160) and on social networking sites (121)                             as windows/doors (117)
• Have spent up to $25,000 on a new vehicle in the past two years, and                           • Own a motor home/camping trailer (164), visit national/provincial
  own a full size SUV (123) or full size minivan (129)                                             parks (145), and historical sites (122)
• Plan to have a baby (143) this year, have personal loans (248)

Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a
                                                                                                                                                    For more, please visit - 19
                                                                                         With highly addictive, hit programming, Slice™ is a juicy channel
                                                                                         women crave and love. With the hottest reality, drama and movie
                                                                                         titles, Slice™ has something for everyone, bringing an unapologetic
                                                                                         approach to topics that matter to women.

     new series
     Mob Wives                                                                                              Cake Walk: Wedding Cake Edition Caroline Rhea
     Mob Wives follows the lives of four women at a crossroads, having to pick up the pieces and            Cake Walk: Wedding Cake Edition is a cake competition series hosted by actress and
     carry on while their husbands or fathers do time for Mob-related activities. From The Godfather        comedian Caroline Rhea. Each episode features three cake designers as they compete
     to The Sopranos, these women are sick and tired of the lies and stereotypes that exist about their     for the chance to have their work showcased on the most important day in a couple’s life.
     lives. They’re determined to set the record straight and show the world that while their lives may     The stakes are high as they race against the clock to design and complete a masterpiece.
     seem crazy at first glance, they’re just like everyone else.                                           In the end, it’s up to the couple and three judges to decide who will take home the prize.

     Dance Moms                                                                                             ‘Til Debt Do us Part: Baby Edition Gail Vaz-oxlade
     Dance Moms reveals the world of competitive dance where overbearing mothers push their                 Gail Vaz-Oxlade saves families from the financial challenges of parenthood in a special
     daughters to the brink while vicariously living out their own dreams through their young performers.   baby-related spin-off of ‘Til Debt Do Us Part. From preparing for a new addition to the
                                                                                                            family, to learning how to budget on a maternity leave income, to curbing the irresistible
                                                                                                            purchases of adorable clothing and toys. Gail’s no nonsense approach to debt is exactly
     Risky Business W. Brett Wilson                                                                         what these parents need to go from red to black.
     Couples embark on a financial and emotional rollercoaster as they choose between two
     unconventional ways to invest their life savings. Host W. Brett Wilson (Dragons’ Den) guides
     investors as they choose between two different, unusual investment opportunities, each looking         Shotgun Reno
     for capital and offering a big return. The duo will stake their life savings on one investment, and    Shotgun Reno tracks what happens when you take one of life’s most stressful moments -
     Brett will invest in the other. Will the risk-taking couple win big or lose it all?                    the renovation of a home – and add in a life-altering event like a wedding or the birth of a
                                                                                                            child. The results are bursting budgets, mountains of drywall dust and very real deadlines.
                                                                                                            It’s enough to stir anxiety in even the calmest of couples as they struggle to complete their
20 - For more, please visit                                                                    renovation on budget and in time for the big event.
 new seasons
                                                                                                                                                                    DIGITAL INITIATIVES, STATISTICS
                                                                                                                                                                         AND INNoVATIoNS
                                        Princess Gail Vaz-oxlade                  Drop Dead Diva                                                                    • 129,000 Unique Visitors/
                                        Gail Vaz-Oxlade is back, focusing         The highly anticipated new season of the Lifetime
                                        on young women who are living             hit series makes its debut on Slice! Praised by critics                             month - up 44% YoY
                                        way beyond their means. Princesses        and loved by fans, the comedic drama tells the story                              • 1 million Page Views/month
                                        rack up big credit card bills while       of a shallow wannabe model who dies in a sudden                                     - up 126% YoY
                                        counting on their parents, spouses        accident only to find her soul resurfacing in the
                                        or whoever else they can get to           body of a brilliant, plus-size and recently deceased                              • 13.8 minutes per visitor/
                                        indulge their whims and pay their         attorney, Jane.                                                                     month - up 22% YoY
                                                                                                                                              Drop Dead Diva
                                        tabs. Enter Gail. Using her no-
                                                                                                                                                                    • 1 million Video Views/
                                        nonsense tough love approach, Gail
 challenges, cajoles and guides these participants to begin the process of        The Real Housewives of New york                                                     month - up 134% YoY
 transforming their lives so they can grow from spoiled Princesses into self-     The Real Housewives of New York return with a bang in this jam-packed             • 71% of visitors fall within the
 sufficient young women.                                                          season! These driven and ambitious Manhattan women juggle their                     highly desirable demo target
                                                                                  demanding careers and motherhood and navigate the wonderful
                                                                                                                                                                      of A18-49 (Index 133 vs. the
                                                                                  world of jam-packed social calendars, children and city life. Between
 The Real Housewives of New Jersey                                                marching for marriage equality, parties and a trip to Morocco there’s
                                                                                                                                                                      online population) and 44%
                                         This fiery new season is all about                                                                                           of visitors are F18-49 (Index
                                                                                  bound to be some drama.
                                         family as Teresa Giudice, Caroline                                                                                           166 vs. the online population)
                                         Manzo, and her sister-in-law,
                                         Jacqueline Laurita, ‘welcome’ new        Project Runway                                                                    • Full episode streaming of
                                         housewives Melissa Gorga, Teresa’s       The Emmy-nominated series returns for its                                           returning favourites such
                                         other sister-in-law, and Kathy Wakile,   ninth season. Hosted by Heidi Klum, Project                                         as Project Runway and The
                                         Teresa’s first cousin. The drama picks   Runway provides budding designers with an                                           Real Housewives series
                                         up where last season left off when       opportunity to launch their careers in fashion                                      as well as the new series
                                         holidays are celebrated, children        under the watchful eyes of mentor Tim Gunn
                                                                                                                                                                      Cake Walk: Wedding Cake
                                         leave the nest and tensions run high     and judges Michael Kors and Nina Garcia.
     The Real Housewives of New Jersey   between housewives.

  movies                                                                                                                                Project Runway

 On Sundays this fall, Slice brings viewers some of the
 hottest cable movie premieres of the year featuring:

The Blind Side
                                                                  • The Blind Side Sandra Bullock
                                                                                                                                                                    Source: Unique Visitors and Profile data
                                                                  • Valentine’s Day Jennifer Garner                                                                 comScore Inc. Media Metrix

                                                                  • The Ugly Truth Katherine Heigl                                                                  Page Views and Video Omniture Site
                                                                  • Duplicity Julia Roberts                                                                         All data March to May 2011 average

                                                                                                          Valentine’s Day
                                                                                                                                                         For more, please visit - 21
  Audience Profile
                Demographic Profile
       % of A18+ AMA, English Canada
   BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   30        53 70           23       35    47 62         47      62   42   49     17    20      48 52






                                                                                                                             Work 30+

                                                                                                                                          HH Income

                                                                                                                                                        HH Size 3+
                                  Total TV

  Slice viewers are concerned about health/nutrition and are considered to be
  leaders in fashion and style. They are more likely to:
     • Own a sports car (144)                                                           • Use acne medications (141) or consider/have cosmetic
     • Have spent $500+ on clothing/shoes in past year (132) and                          dentistry (147)
       $100 on cosmetics in past 6 months (155)                                         • Use a meal replacement product (156) or visit a health/fitness
     • Have visited a day spa (170) or have a massage (138) in past year                  club in past year (148)

  Slice fans are on-the-go consumers who are more likely to:
     • Have attended movie theatre in past month (116)                                  • Be planning a wedding (159) or planning on having a baby
     • Have visited a social networking site (129) or contributed/                        (122) in the next year
       uploaded content to a site (120) in past 7 days                                  • Always buy breakfast outside the home (127)
     • Have used a smartphone (118) , camera phone (120) or text
       via cell phone (119) in past month

  Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

  Key Research Findings
   • Ranks amongst Top 20 specialty networks against key target                         • The Real Housewives series continues to be popular with the
     groups, landing just outside of Top 10 for female demos                              Atlanta, OC and Beverly Hills editions all ranking in Slice’s Top
   • Has a younger audience with the average age of viewer at                             10 programs of the Spring
     39 years                                                                           • Also top ranked are fan favourites, ‘Til Debt Do Us Part, Project
   • Experienced overall audience gains of 9-16% against key Adult                        Runway, Millionaire Matchmaker and Slice’s Sunday movies
     and Female demos over Spr’10

  Source: BBM Canada PPM Data, Total Canada, Spr’11 STD (Jan3-May29/11)

22 - For more, please visit
Continued from Page 9

quite effectively and they also   visceral in every aspect of what   some of the industries best         an unbelievably powerful
love it because their brands      we do. In almost every meeting     and brightest engineers,            audience story. We’ve grown
are sitting alongside the         I’ve been in, there’s always a     IT & product people and             from 2M UV’s/month to well
world’s best content creation.    healthy amount of talk time        there’s a real mash-up of tech      north of 5 in only a few months.
Coupled with a custom content     allocated to ‘how will this help   innovation happening between        We’re on track to really cultivate
integration on our owned and      our customers’. Name tags          the groups. From ad delivery        and grow this network and
operated sites – well, It’s the   make a regular appearance on       and targeting systems to            deliver our advertisers the most
best of both worlds.              the lapels and jackets of Shaw     deploying VOD advertising to        desired audiences across the
                                  Communications employees in        working collaboratively on ‘TV      most premium sites. Period.
                                  our Calgary head office. I think   Everywhere’ initiatives – This          If it were just about the UV’s
                                  at first, there was a feeling of   is game changing activity and       we’d be building relationships
                                  ‘hmm…well that’s different’,       it’s all starting to really come    with anyone – but the partner
                                  but when you dive a few layers     together in a material way – it’s   selection process is almost
                                  deeper, the act of wearing         quite exciting.                     surgical – we’re being very
Q: How has association            a name tag is really about         Q: What is on the horizon           specific and very targeted
with Shaw Communications          embodying a deep seeded            for Shaw Media’s Digital            with what type of audience
helped Shaw Media?                culture of servitude towards       Products? Where do you see          we want to represent in the
                                  the customer. I think that’s       the growth potential? Is it         territory. The good news is,
Paul: In a very basic way, it’s   admirable.                                                             we have likeminded partners
given us an even deeper                                              really all just about uV’s?
                                     On the digital side, we have                                        in A+E, NBC etc. so it makes
appreciation for the customer.    the fortunate opportunity to       Paul: Lots of exciting digital      the building of this network
We’ve always been focused         work on both the media and         products in store for us in the     a long term proposition.
on delighting and amazing         the communications sides of        next year. The most notable         So, UV’s is really just a part
the customer with passionate      the business, and another area     product development is the          of the equation, quality of
ideas, great campaign             that you really see as a perfect   growth and development of           audience, powerful creative
execution and great results       compliment is the technology.      the Shaw Premium Audience           and the ability to integrate into
that move the brand needle,       Most people don’t know             Network. We’ve built exclusive      meaningful content – all of that
and so has Shaw. Customer         this, but we are an absolute       partnerships with some of           together is what will move the
service is so incredibly core     technology powerhouse in           the most premium digital            brand needle. Reach is only a
to Shaw’s DNA & culture it’s      Western Canada. We’ve hired        properties in the US to deliver     component.
                                                                                                                              Continued on Page 29

                                                                                                             For more, please visit - 23
                                                                           DIY Network Canada is the go-to destination for rip-up,
                                                                           knock-out home improvement television. DIY’s programs and
                                                                           experts answer the most sought-after questions and offer creative
                                                                           projects for do-it-yourself enthusiasts. With a schedule packed

                                                                                                                                                                DIY Network is a trademark of Scripps Networks, LLC; used with permission.
                                                                           with entertaining shows, stunts and specials, DIY Network is set
                                                                           to assist Canadian viewers with all their basic home improvement
                                                                           needs from small-scale fix-it jobs to major home renovations.

                       Mega Dens
                                    new series
                                    Mega Dens Anitra Mecadon                       Renovation Rookies
                                    Host and interior designer Anitra Mecadon      A major home renovation can be a dream. But as these beginners soon
                                    creates over-the-top rec-room sanctuaries      discover, finishing it can often be a nightmare. Renovation Rookies
                                    while giving you the skills to renovate your   follows a family as they crack through rocky terrain, battle the elements,
                                    own family space. These unbelievable           argue with opinionated contractors, build on extreme angles and watch
                                    room renovations feature incredible home       as their money is stretched to the max – all to complete the ultimate
                                    theaters, innovative gaming areas, clever      renovation.
                                    storage solutions and more. Anitra’s rock
                                    ‘n’ roll approach to design transforms these
                                    rooms beyond the homeowners’ wildest
                                                                                   Money Hunters Matt Blashaw, Deanne Bell
                                                                                   There’s money in your next home renovation – and Money Hunters,
                                                                                   Matt Blashaw and Deanne Bell, help you find it. They work alongside
                                                                                   real-life homeowners to deliver the best damn renovation their budget
                                                                                   can buy, using innovative solutions, smart shopping options and tricks
                                                                                   of the trade. Those who stick to the Money Hunters plan get a killer
                                                                                   makeover they never thought possible.

24 - For more, please visit
Audience Profile
                      Demographic Profile
            % of A18+ AMA, English Canada
         BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   48        53 52          23       24    47 57          47   61          42   53    17    19     75 84      48            55






                                                                                                                                       Work 30+

                                                                                                                                                   HH Income

                                                                                                                                                               Home is

                                                                                                                                                                           HH Size 3+
                                        Total TV
                                   DIy Network

More likely to:
• Spend $7500+ on home repairs/renovations (125) such as carpets/flooring                                                  Money Hunters
  (138), and bathroom renos (150), spend $1500+ on appliance (145), and
  $2000+ on furniture
• Enjoy performing major (110) and basic (140) car maintenance themselves, and
  plan to spend $25,000+ on a new vehicle this year
• Invest in RESPs (165), stocks (135), use credit unions (139), insurance
  companies (136) and have a personal line of credit (132)
• Own a cottage or recreation property (127) or motor home/camping trailer (125)
• Enjoy fine dining (117), use food as a personal reward (127), and always make
  breakfast at home (114)
• Visit the theatre/ballet/opera/symphony (132), national/provincial park (127)
  and exhibitions/carnivals/fairs/markets (121)
• Attend a professional sporting event (126), and visit a bar/pub (123) or casino (113)

Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

                                                                                                                                                  For more, please visit - 25
                                                                                                       History Television is the #1 source for entertaining
                                                                                                       programs that bring to life authentic people, events
                                                                                                       and stories from yesterday, today and tomorrow;
                                                                                                       it is living history in the making.

                                                                                                                                                                 Pawn Stars

     new seasons
     Ancient Aliens                                                                American Pickers
     75 million years of the most credible alien evidence here on Earth is          ‘Pickers’ Mike Wolfe and Frank Fritz are back and
     debunked, from the age of the dinosaurs, to ancient Egypt, to the skies       restoring more forgotten relics to their former glory,
     over the western desert to the present day US.                                transforming one person’s trash into another’s treasure.

                  William Shatner’s Weird or What?                                 Ice Pilots NWT
                   Join screen legend William Shatner as he explains the           Viewers’ favourite faces and some new rookies show up
                   unexplainable and strives to find logical, scientific answers   for another season of thrills, tension, laughter and the
                    to mystifying, real-life events.                               most personal stories yet as they fly vintage warplanes
                                                                                                 across the last frontier on Earth.
                    Pawn Stars
                        The original Kings of Pawn use their sharp eyes and
                                                                                                                                              American Pickers
                             skills to assess the value of items from the
                                 commonplace to the truly historic.

                                                                                                                           Ice Pilots NWT
                                      William Shatner’s
                                      Weird or What?

26 - For more, please visit
Ice Road Truckers
Find out what’s in store for your favourite truckers in the highly-anticipated
fifth season following these fearless few on the heart-stopping, nightmare-                                                             DIGITAL INITIATIVES, STATISTICS
inducing Alaskan roads.                                                                                                                      AND INNoVATIoNS
                                                                                                                                         • 84,000 Unique Visitors/
Swamp People                                                                                                                               month - up more than
Follows swampers through a time of year that is crucial to their survival: the
                                                                                                                                           double versus last year!
30-day alligator hunting season.
                                                                                                                                         • Highly engaged audience
                                                                                                                                           spending an average of 16.3
                                                                                                                                           minutes - up 131% YoY
                                                                                                                   Ice Road Truckers
                                                                                                                                         • 906,000 Page Views
                                                                                                                                           - up 308% YoY
                                                                                             Ax Men                                      • 53% of the audience is
                                                                                             The remarkable history of the
                                                                                             logging industry and how
                                                                                             technology has transformed                  • Highest composition
                                                                                             life for today’s logger as they               and index of M35-64
                                                                                             struggle in the ultimate battle of            with $100K+ HHI in the
                                                                                             man vs. nature.                               Entertainment TV category
                                                                                                                                         • The Kennedys was the
                                                                                             Trashopolis                                   most watched special on
                                                                                             The untold stories of the most
                                                                                             enchanting and iconic cities        , garnering over
                                                                                             in the world are unlocked and                 280,000 Video Views
                                                                                             their dark, dirty little secrets are        • is the home of
                                                                                             divulged– through their trash.
                                                                                                                                  - the
   Swamp People                                                                     Ax Men                                                 online picking, antiques
                                                                                                                                           and collectibles portal
                                                                                                                                           where visitors can shop the
                                                                                                                                           storefronts of the hosts
new series                                                                                        Brad Meltzer’s Decoded                   and interact with the picker

What’s In A Name?
Join celebrity guests and witness the naming of new Canadian products
including a restaurant, a car, a baby, a beer, a chocolate bar, a hockey team and

Brad Meltzer’s Decoded
Best-selling author Brad Meltzer cracks the codes and symbols that surround us
every day and uncovers the truth behind history’s most provocative secrets.
                                                                                                                                        Source: Unique Visitors and Profile data
                                                                                                                                        comScore Inc. Media Metrix. Page and
The Pacific                                                                                                                             Video data Omniture SiteCatalyst. All
From executive producer Tom Hanks and the creators of Band of Brothers                                                                  data March-May 2011 average. Ranker
comes a 10-part mini-series telling the intertwined stories of three Marines                                                            based on ad-focus sites only.
during America’s battle with the Japanese in the Pacific during World War II.
                                                                                                                             For more, please visit - 27
  Audience Profile
                     Demographic Profile
            % of A18+ AMA, English Canada
        BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   60        53 41          47        47   47 51          44    40                 42   50    48            50






                                                                                                                                              Work 30+

                                                                                                                                                          HH Size 3+
                                       Total TV
                            History Television

  History viewers are automotive enthusiasts who are more likely to:
      • Have 3 or more vehicles in the household (107)                                 • Do their own basic auto maintenance (144)
      • Own a used automotive purchased in past 2 years (122)                          • Read the automotive section of the newspaper (132)
      • Have acquired a new vehicle ($25k-$40k) in past 2 years (115)

  Fans of History Television are active consumers who enjoy life and are more likely to :
      • Be decision makers on office equipment/services (120)                          • Own a snowmobile/ATV (126)
      • Have taken 3+ business trips in the past year (120)                            • Order take out 4+ times per month (129)
      • Have golfed in the past year (114) or visited a historical site (113)          • Consumed 1+ beer (133) or spirits (117) in the past week
  Source: Fall’ 10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

  Key Research Findings                                                                                                         The Pacific

  • #1 entertainment specialty network in Canada (A25-54)
  • Average age of viewer is 45 years, 5 years younger than 05/06
  • IRT: Deadliest Roads (season premiere: Jan 12/11) achieved the highest audiences of any
    program on History Television to date with 1.1 million viewers
  • On April10, 2011, the mini- series, The Kennedys, premiered to 1.0 million viewers making it
    History Television’s 2nd highest rated series premiere (April 2011)
  • History Television’s most popular content includes American Pickers, Pawn Stars, Ice Road
    Truckers, Swamp People and Canadian Pickers
  Source: BBM Canada PPM Data, Total Canada, Spr’11 STD (Jan3-May29/11)

28 - For more, please visit
Continued from Page 23

Q: Is there a competitive           on the clients goals is the first   Paul: There’s really a lot of        and transition from traditional
advantage Shaw Media can            step. Digital media represents      business model exploration/          media outlets to OTT services.
offer advertisers?                  an area where we are seeing         innovation happening right           We talk about this and the
Paul: Flawless execution. I         unprecedented ability to track      now – and it’s really interesting    strategic underpinnings
think the silver lining in all of   and measure. Be it as simple        to see. Subscription vs ad           almost everyday – I’m not
this is delivering true multi-      as a click through rate (CTR)       supported models are starting        sure there’s a clear cut right
platform campaigns that             on a campaign OR social             to get trialed and tested            or wrong way to approach
actually work. Campaigns that       media sentiment – there are         – some are experiencing              the subject, but really it’s
have broadcast, online, and         increasingly more tools to          success, while others are            about experimentation, trial,
mobile extensions are nothing       help monitor and manage             struggling to get traction. The      learning and then doing
new, but a good idea needs to       a campaigns effectiveness.          industry as a whole needs to         it all over again – it’s an
be executed really well for it to   For some it’s data collection,      determine how to manage              iterative approach to product
have impact – that’s what we        others it’s brand lift, and for     the proverbial ‘throwing the         development that really is
think our strength is – offering    others it’s actually buying a       baby out with the bathwater’.        fueled by trial and error mixed
multi-platform audiences with       product on a companies web          For all the hype that Over           in with some raw gut instinct.
really great delivery.              site. Almost all of these we        The Top (OTT) services bring,        I think you’ll continue to see
                                    can help build an approach /        TV still works incredibly well       a lot of hype around the topic
Q: How are client’s                 campaign that’s measurable          as a meaningful vehicle to           for the next few years and
measuring return-on-                – first we need to know what        drive a brand message. OTT           then the lens will become a
investment?                         we’re trying to achieve – the       services, for the most part          little clearer as to the business
Paul: It largely depends on the     rest is straight forward.           are still in their infancy – but I   models, the viability of the
objectives of the campaign.         Q: What does the industry           think it’s fair to say that these    services and the demand from
Everything is measurable            need to do to further               services will continue to gain       the user.
to a certain degree, but            explore and exploit the oTT         popularity over time. Key for
fundamentally getting a handle                                          us will be to manage that shift      Exciting times huh?!

                                                                                                                 For more, please visit - 29
                                                                                                                                                                                        NATIONAL GEOGRAPHIC CHANNEL and the Yellow Border Design are trademarks of National
                                                                                                                                                                                        Geographic Society; used with permission. CW Media Inc. has a controlling interest in National
                                                                                                                                                                                        Geographic Channel Canada in collaboration with NGC Network International LLC.
                                                                                         National Geographic Channel’s compelling
                                                                                         investigative specials and breathtaking visuals satiate
                                                                                         curiosity about the exciting world in which we live.

                                                                                                                                                                The Known Universe

                                 new seasons
                                  Dog Whisperer New Episodes                                         Locked up Abroad
                                   Cesar rehabilitates new aggressive, scared, lazy, compulsive      Witness the true stories of unsuspecting travelers embarked on what they thought
                                   and jealous dogs – and the families who are in the dark           would be fun-filled vacations, only to barely make it home.
                                   about how their own behaviour contributes to the dogs’
                                   quirky traits.
                                                                                                     Hard Time
                                                                                                     A yearlong journey
                                            The Known universe                                       behind bars, following
                                             Explore the fascinating mysteries of our universe;      the lives of those who
                                              from killer asteroids and sun storms to massive        work and serve time
                                                volcanoes and life on other planets.                 in two of Georgia’s
                                                                                                     toughest maximum-
                                                                                                     security prisons.
                                                Big Bigger Biggest
                                                Discover the engineering leaps that enabled
                                                massive structures, like skyscrapers, to be built.

                                              Dog Whisperer                                                                       Locked Up Abroad
30 - For more, please visit
 new series
 Rocket Man                                                                           The Indestructibles
 A family from Alabama who are all NASA rocket scientists enjoy blowing               Using original footage of disastrous
 up comets and coming up with answers to science’s biggest problems.                  accidents, this new series uncovers
                                                                                      the science behind some of the most
                                                                                      amazing survival stories of our time.        The Indestructibles

Audience Profile
                         Demographic Profile
               % of A18+ AMA, English Canada                                                                                                                          11        13
            BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   56        53 44           23       24   47 48         47    53          75    74        42    50






                                                                                                                                          Home is

                                                                                                                                                          Work 30+

                                           Total TV
                  National Geographic Channel

More likely to:
• Be concerned about the environment (115) and would definitely                           • Spend $1,000-$1,999 on furniture (147), $2,500+ on home repairs/
  consider purchasing/leasing a hybrid vehicle (114)                                        renovations (126) and make improvements to their lighting (114), as
• Use several banking services equally (180) and use credit union for                       well as paint/wallpaper (111)
  both banking (143) and investment (141) purposes                                        • Own a snowmobile/ATV (147), sailboat/powerboat (140) as well as a
• Have purchased a used vehicle in the past 2 years (113) and enjoy                         motor home/camping trailer (113)
  performing major (230) or basic (147) vehicle maintenance themselves                    • Play individual/team sports (118), enjoy downhill skiing/snowboarding
• Spend up to $149 on household groceries in the past week (116),                           (148) and golfing (115)
  order take-out 4+ times per month (117) and drink 12+ regular soft                      • Enjoy visiting national/provincial parks (128), the theatre/ballet/opera/
  drinks per week (111)                                                                     symphony (119), and vacationing in the Carribean, Mexico, Central/
                                                                                            South America (123)
Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

Key Research Findings
• Increased its AMA by 15% in SP 11 vs FL10 in the key demo of A25-54                     • Is the only digital specialty to rank in the Top 20 specialties overall, ranking at
• Ranks as Canada’s #1 digital specialty network!                                           #18 in SP 11 (A25-54)
                                                                                          • Dog Whisperer was the #1 digital entertainment program in the country this Fall
Source: BBM Canada PPM Data, Total Canada, Spr’11 STD (Jan3-May29/11)

                                                                                                                                                         For more, please visit - 31
                                                                                                 Showcase is the home of the best collection of
                                                                                                 top-rated network dramas, blockbuster movies
                                                                                                 and the best exclusive cable programs in Canada.

                   new seasons
                      Lost Girl                                                                                Covert Affairs
                       Anna Silk reprises her role as “Bo”, the tough yet loveable                             Covert Affairs follows Annie Walker, a young CIA
                       succubus who survives by feeding off sexual energy. Season two                           operative whose exceptional linguistic skills make her
                        will challenge Bo’s resolve to stay free and force her to question                       invaluable to the Agency in missions that span the
                         her own morals and beliefs. While Bo grows stronger and learns                          globe. In season two, Annie’s career continues to
                         more about who she really is, relationships will be tested and                          intrude on her personal life as she strives to balance a
                          passions will ignite, but answers will not come easily. Through                       “pseudo-normal” life with her high-octane adventures
                          it all, Bo will remain true to herself and loyal to those she trusts                as a covert operative. Stars Piper Perabo and Christopher
                           as she continues to forge a path of her own in a dangerous                       Gorham.
                           world. Also stars Kris Holden-Ried and Ksenia Solo.

                           Lost Girl                                                                  Covert Affairs

32 - For more, please visit
                                 new series                                                                                                                     
                                                                                                                                                                     DIGITAL INITIATIVES, STATISTICS
                                                                                                                                                                          AND INNoVATIoNS
                                                                             Warehouse 13                                                                             • 80,000 Unique Visitors/
                                 Royal Pains                                 Warehouse 13 follows two Secret Service                                                    month - up 11.9% YoY
                               A young emergency room doctor who,            agents who find themselves abruptly
                                after being wrongly blamed for an            transferred to a massive, top-secret storage                                             • 1.3 million Page Views/
                                important patient’s death, moves to the      facility in windswept South Dakota which                                                   month
                                 Hamptons and becomes a reluctant            houses every strange artifact, mysterious
                                                                                                                                                                      • 16.1 minutes per visitor/
                                  “doctor for hire” to the rich and          relic, fantastical object and preternatural
                                                                             souvenir ever collected by the U.S.                                                        month – almost double YoY
                                  famous. When the administrator of
                                  the local hospital asks him to treat the   government. The Warehouse’s caretaker                                                    • 54% of visitors are A18-49
                                 town’s less fortunate, he finds himself     charges Agents Pete Lattimer and Myka             Warehouse 13
                                                                             Bering with chasing down reports of                                                      • Full episode streaming
                               walking the line between doing well for
                             himself and doing good for others. Stars        supernatural and paranormal activity in                                                    of popular series Covert
                             Mark Feuerstein and Paulo Costanzo.             search of new objects to cache at the Warehouse, as well as helping him to                 Affairs and Burn Notice
                                                                             control the Warehouse itself. Stars Eddie McClintock and Joanne Kelly.
                                                                                                                                                                      • Brand new show site for
                                                                                                                                                                        Lost Girl that encourages
                          Royal Pains                                                                                                                                   fan interaction like never
                                                                                                                                                                        before – with contests,
                                                                                                                                                                        podcasts, tons of bonus
movies                                                                                                                                                                  video, and full episode

The Hangover                                                                         2012
A Las Vegas-set comedy centered around three groomsmen who lose their                An epic adventure about a global cataclysm that brings an end to the world
about-to-be-wed buddy during their drunken misadventures, then must                  and tells of the heroic struggle of the survivors. Stars John Cusack and
retrace their steps in order to find him. Stars Bradley Cooper, Ed Helms and         Amanda Peet.
Zach Galifianakis.
                                                                                     Funny People
Indiana Jones and the                                                                When seasoned comedian George Simmons learns of his terminal,
                                                                                     inoperable health condition, his desire to form a genuine friendship causes
Kingdom of the Crystal Skull                                                         him to take a relatively green performer under his wing as his opening act.
Famed archaeologist/adventurer Dr. Henry “Indiana” Jones is called back
                                                                                     Stars Adam Sandler and Seth Rogen.
into action when he becomes entangled in a Soviet plot to uncover the
secret behind mysterious artifacts known as the Crystal Skulls. Stars Harrison
Ford and Shia LaBeouf.

Indiana Jones and the Kingdom of the Crystal Skull                                                         Funny People

                                                                                                                                                                     Source: Unique Visitors and Profile data
                                                                                                                                                                     comScore Inc. Media Metrix
                                                                                                                                                                     Page Views and Video Omniture Site
                                                                                                                                                                     All data March to May 2011 average

                                                                                                                                                          For more, please visit - 33
  Audience Profile
                             Demographic Profile
                    % of A18+ AMA, English Canada
                BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   47         53 53          23       19    47 40          47   41     44     49       52      56   75 72







                                                                                                                                                             HH Size
                                                                                                                                                          1-2 People

                                                                                                                                                                       Home is
                                               Total TV

  Showcase viewers are making big, bold changes in their lives and in the next year, they are more likely to be planning:
  • On getting married (133)             • To change jobs (142) or upgrade professional skills (121)                    • On attending post secondary education (119)

  Fans of Showcase are environmentally focused and invest in their homes. They are more likely to:
  • Be concerned about the environment (107) and enjoy gardening (111)                         • Have spent on home improvements/upgrades like carpeting/flooring
  • Consider purchasing a hybrid vehicle (118)                                                   (113), windows/doors (116) and roofing (112) in past 2 years

  • Vacation within the home province (121)                                                    • Play online games in the past week (115)

  Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

  Key Research Findings                                                                                                                        The Hangover

  • Ranks among Top 10 specialty networks against key target groups
  • Experienced an +8% audience growth over Spring’10 against the key demo of A25-54
  • Top ranked programs include Big Ticket Movies, Covert Affairs, Burn Notice and the Canadian
    original series, End Game

  Source: BBM Canada PPM Data, Total Canada, Spr’11 STD (Jan3-May29/11)

34 - For more, please visit
Shaw Media: Brand Partnership
Smart Solutions in a Cluttered Media Landscape

The Shaw Media Brand               The goal is to always create        to be among the most
Partnership team is a small but    the smartest integration, not       captivating and effective ways
mighty group with creative         necessarily the noisiest. It is a   a brand message can reach
resources and many years           model within which the client,      its consumer. Shaw Media has
of experience. This group,         the agency and Shaw Media           access to dozens of programs
led by Stephanie Blondal           work in collaboration focused       over a variety of genres to
within the Marketing Ventures      on achieving a brand’s business     appeal to a broad range of
team, partners with clients        objective while maintaining         demographics. This year has
as they marry a product and/       an engaging and entertaining        been our most successful
or service with Shaw Media         experience for viewers.             year yet. We helped clients
content to create incredible          Today’s viewers are              engage Canadians in the art
engagement opportunities for       sophisticated – and jaded. With     of cooking, got them to laugh
advertisers. Clients are looking   social media now, ‘bad’ product     at themselves and dress for
for clever and interesting ways    integrations are openly and         success on a budget.
to engage their customers:         widely ridiculed within seconds         Here are a few of our
Brand Partnerships finds and       of airing or streaming. That’s      success stories:
develops these solutions.          why the Brand Partnership
   The Brand Partnership           team diligently gate-keeps          Top Chef Canada                   for a broad range of clients and
model is about creating the        the integrity of both client and    Top Chef Canada, the biggest      gave the Brand Partnership
right experience for partner       content.                            series ever commissioned for      team a great platform to build
brands, for the program, for          Product integration and          Food Network Canada, proved       exciting opportunities.
the hosts and the audience.        product placement continue          to be a very desirable property      The series premiered in
                                                                                                                             Continued on Page 45

                                                                                                             For more, please visit - 35
                                                                                      Action brings you adrenaline-pumping entertainment. Our
                                                                                      smash hit movies starring the world’s greatest action heroes like
                                                                                      Jason Statham, Bruce Willis and Jet Li will get your pulse racing.
                                                                                      What are you waiting for? Get some!

    new and returning content
    Fantastic 4: Rise of the Silver Surfer                          Fast & Furious
    The Fantastic Four learn that they aren’t the only super-       Brian O’Conner, now working for the FBI in LA, teams up with Dominic
    powered beings in the universe when they square off             Toretto to bring down a heroin importer by infiltrating his operation. Stars
    against the powerful Silver Surfer and the planet-eating        Vin Diesel and Paul Walker.
    Galactus. Stars Chris Evans and Jessica Alba.
                                                                    Cop out
                                                                    A comedy about a veteran NYPD cop whose rare baseball card is stolen.
                                                                    Since it’s his only hope to pay for his daughter’s upcoming wedding,
                                                                    he recruits his partner to track down the thief, a memorabilia-obsessed
                                                                    gangster. Stars Bruce Willis and Tracy Morgan.

                                                                    District 9
                                                                    An extraterrestrial race forced to live in slum-like conditions on Earth
                                                                    suddenly finds a kindred spirit in a government agent who is exposed to
                                                                    their biotechnology. Stars Sharlto Copley and Jason Cope.

                                                       District 9

36 - For more, please visit                                                                                                           Fantastic 4: Rise of the Silver Surfer
  Audience Profile                                                                                                                                          
                                                                                                                                                                  DIGITAL INITIATIVES, STATISTICS
                                                                                                                                                                       AND INNoVATIoNS
                                                                                                                                                                  • Action will be home to the
             Demographic Profile                                                                                                                                    most anticipated launch of
   % of A18+ AMA, English Canada                                                                                                                          ; a
                                                 47   63       53 37           23       30      47 57        47   58     42    47     17     19     48 51
                                                                                                                                                                    multi-faceted interactive
BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)
                                                                                                                                                                    website with returning






                                                                                                                          Work 30+

                                                                                                                                      HH Income

                                                                                                                                                     HH Size 3+
                                                                                                                                                                    casts from the widely
                               Total TV
                                                                                                                                                                    popular Trailer Park Boys.
                                                                                                                                                                  • Kenny Hotz from Kenny
  More likely to:                                                                                                                                                   vs. Spenny return to the
   • Own a home theatre (118) or gaming system (113) and spend                          • Have 3+ vehicles in the household and do their own minor                  television limelight with
     up to $200 in the past year on video games/accessories (109)                         (199) / major (372) auto maintenance/repair                               Kenny Hotz’s Triumph of
                                                                                                                                                                    the Will also premiering
   • Lead a busy social life (113), order take-out 2-3 times per month                  • Spend $50-$149 on clothing/shoes in the past year (157),                  on This
     (138) and always/occasionally buy breakfast on the go (122)                          $1,000-$1,999 on furniture (129) and would rather spend more              testosterone-filled site will
   • Rent movies 3-5 times per month (114) and exercise at home                           money to save time (111)                                                  include exclusive behind-
     without the use of equipment (123)                                                 • Spend $500-$2,499 on home repairs/renovations (147), made                 the-scene webisodes as
                                                                                          improvements to their paint/wallpaper (131)                               well as a free download
   • Own a snowmobile/ATV (217), own/lease a domestic vehicle (132),
                                                                                                                                                                    of Kenny Hotz GPS voice,
     a full size pick-up (230) and have an automobile loan (129)                        • Attend professional sports events (133) and play golf (148)
                                                                                                                                                                    available for TomTom and
  Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a
                                                                                                                                                                    Garmin devices.

                                                                              Fast & Furious

                                                                    Cop Out

                                                                                                                                                  For more, please visit - 37
                                                                                                                   Showcase Diva is the savvy woman’s
                                                                                                                   favourite channel for the hit movies and
                                                                                                                   popular series they love.

     new and returning content
     Paper Heart                                                              Sherlock Holmes
     Making her screenwriting debut, actress Charlyne Yi (Knocked Up)         Detective Sherlock Holmes and his stalwart
     embarks on a quest across America to make a documentary about the        partner Watson engage in a battle of wits and
     one subject she doesn’t fully understand: Love. Stars Michael Cera and   brawn with a nemesis whose plot is a threat to
     Charlyne Yi.                                                             all of England. Stars Robert Downey Jr., Jude
                                                                              Law and Rachel McAdams.

                                                                              The Box
                                                                              A small wooden box arrives on the doorstep
                                                                              of a married couple, who know that opening
                                                                              it will grant them a million dollars and kill
                                                                              someone they don’t know. Stars Cameron
                                                                              Diaz and James Marsden.

                                                                                                                                Sherlock Holmes
                                                                              An updated version of the 1980 musical,
                                                                              which centered on the students of the New York Academy of Performing Arts. Stars
                                                                              Kelsey Grammer and Megan Mullally.
                                                              Paper Heart
38 - For more, please visit
Audience Profile

                       Demographic Profile
              % of A18+ AMA, English Canada
          BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   48        53 52          23        26             47 49    47   49    42   49     75   74






                                                                                                                                      Work 30+

                                                                                                                                                   Home is
                                         Total TV
                                 Showcase Diva

Showcase Diva viewers are more likely than the average TV viewer to:
• Spend $150+ on groceries in the past 7 days (119) and consume 12+ bottles                         • Have a dog (124) or cat (113)
  of water (129) or regular soft drinks (160) in the past week                                      • Spend $500+ on appliances (140) or furniture (136) in the past year
• Own a cottage/recreation property (110) and use it Spring through Fall (121)                      • Have 3+ vehicles (138) in the household and plan to invest $40,000+ to
• Have invested in a motor home/camping trailer (109), sailboat/powerboat                             purchase/lease a vehicle in the next 12 months (179)
  (170) or snowmobile/ATV (119)

Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

                                                                                                        The Box                                                                    Fame

                                                                                                                                                 For more, please visit - 39
   The ultimate digital channel destination for big-ticket movies seven
   days a week. With over 250 movie titles each month and back-
   to-back movies on the weekend, MovieTime offers movie lovers
   unparalleled access to an extensive collection of favourite hits.
   From adventure-packed blockbusters to definitive movie moments,
   MovieTime presents a star-studded, jam-packed lineup that satisfies
   viewers’ craving for hit movies. What time is it?… It’s MovieTime!
   MovieTime is also available in HD.
                                                                                                                                                                     Terminator: Salvation

     new movies
     Wanted                                                                         The Wrestler
     A frustrated office worker                                                     A faded professional wrestler must retire, but finds his quest for a new life
     learns that he is the son                                                      outside the ring a dispiriting struggle. Stars Mickey Rourke, Marisa Tomei and
     of a professional assassin                                                     Evan Rachel Wood.
     and he shares his father’s
     superhuman killing abilities.                                                                                               The Wrestler
     Stars Angelina Jolie and
                                                                                    Terminator: Salvation
                                                                                    After Skynet has destroyed much of
     James McAvoy.                      Wanted                                      humanity in a nuclear holocaust, a
                                                                                    group of survivors led by John Connor
     Land of the Lost                                                               struggles to keep the machines from
     On this latest expedition, Dr. Rick Marshall is sucked into a space-time       finishing the job. Stars Christian Bale
     vortex alongside his research assistant and a redneck survivalist. In this     and Sam Worthington.
     alternate universe, the trio make friends with a primate, their only ally in
     a world full of dinosaurs and other fantastic creatures. Stars Will Ferrell
     and Danny McBride.

40 - For more, please visit
Minority Report                                                                         Taking of Pelham 1, 2, 3
In the future, criminals are caught before the crimes they commit. But                  Armed men hijack a New York subway train, holding the
when one of the officers in the special unit is accused of a future murder,             passengers hostage in return for a ransom, and turns
he sets out to prove his innocence. Stars Tom Cruise and Colin Farrell.                 an ordinary days work for dispatcher Walter Garber into
                                                                                        a face-off with the mastermind behind the crime. Stars
                                                                                        Denzel Washington, John Travolta and Luis Guzman.
The Bourne Supremacy
When Jason Bourne is framed for a botched CIA operation he is forced to
take up his former life as a trained assassin to survive. Stars Matt Damon              X-Men: The Last Stand
and Franka Potente.                                                                     When a cure is found to treat mutants, lines are drawn
                                                                                        amongst the X-men, led by Professor Charles Xavier,
                                                                                        and the Brotherhood, a band of powerful mutants
Spiderman 3                                                                             organized under Xavier’s former ally, Magneto. Stars
A strange black entity from another world bonds with Peter Parker and
                                                                                        Patrick Stewart, Hugh Jackman and Halle Berry.
causes inner turmoil as he contends with new villains, temptation, and
revenge. Stars Tobey Maguire and Kirsten Dunst.

                                                                                                                                                              X-Men: The Last STand

Audience Profile
                          Demographic Profile
                 % of A18+ AMA, English Canada
             BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   53         53 47              23       30          47 52        47   49     48        50           42   48         11     15





                                                                                                                                                 HH Size 3+

                                                                                                                                                                      Work 30+

                                            Total TV
                                        Movie Time

More likely to:
• Plan on buying a house/condo in the next year (127), make improvements                                       • Take 3+ business trips (150) in the past year, have a personal loan (141), and
  on their windows/doors (115), carpet/flooring (111), and kitchen renovations                                   invest in RRIF’s (167)
  (112) in the past year                                                                                       • Consume 6+ bottles of water (120), 6+ regular soft drinks (160), 7+ beers
• Order take-out 4+ times (112) in an average month and spend $100-$149 on                                       (162) or 3+ coolers (245)
  groceries (126) in the past week                                                                             • Own a motor home/camping trailer (154), a sailboat/powerboat (170) or a
• Plan to spend $25,000+ to purchase/lease a vehicle in the next 12 months                                       snowmobile/ATV (145)
  (135), own/lease a domestic vehicle (112), a mid/full size car (113), compact                                • Spend $20+ on lottery tickets (121), attend movies 2+ times (122) in the past
  (143) or full size (163) pick up and have an automobile loan (129)                                             month, and enjoy regular gardening (112)

Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

                                                                                                                                                                For more, please visit - 41
                                                                             As the place where “Hit TV Lives” – TVtropolis is the home of back-to-back
                                                                             hit TV series offering TV lovers the ultimate destination to catch all their
                                                                             favourites. Viewers can find sitcoms such as Golden Girls, Friends and Frasier
                                                                             as well as Canadian originals such as Til Debt Do Us Part and Instant Cash.
                                                                             Hit reality TV lives here too with Canada Sings and Casino Confidential.
                                                                             TVtropolis is available in over six million homes across Canada.

     new series                                                                                     Everybody Loves Raymond

     Casino Confidential
     Las Vegas, Nevada is the casino capital of the world – and the setting for
     Casino Confidential, a thrilling new TV series that takes viewers behind
     the scenes at a mega casino resort. From glamorous Cowgirl Dealers to
     Elvis weddings at the rooftop pool, the series follows key staff whose job
     it is to give customers the time of their lives whilst keeping control in a city
     that thrives on tourism, money and wild partying.

     Canada Sings
     Can an office that works together sing together? Canada Sings is an
     original series that challenges Canadians to form workplace glee clubs
     and battle it out each week in a competition format to win a donation for
     their charity of choice. The series is sure to leave your toes tapping.

42 - For more, please visit
returning series
                                                                                                                                                           DIGITAL INITIATIVES, STATISTICS
                                                                                                                                                                AND INNoVATIoNS
King of Queens                                                                Friends                    Friends
                                                                                                                                                           • With full episode streaming
Blue-collar married couple, Doug, a deliveryman, and Carrie, a secretary      Friends follow the                                                             of premium content such
at a law firm, have a pretty good life, with a big TV and friends to watch    lives, loves and trials                                                        as Hoarders and Parking
it with. But when Carrie’s goofy and annoying father Arthur moves in,         and tribulations of                                                            Wars, has
they’re forced to make the best of an awkward situation.                      Monica, Chandler,                                                              become one of our fastest
                                                                              Joey, Phoebe, Ross                                                             growing sites across all key
Frasier                                                                       and Rachel, as the                                                             metrics
Frasier provides a weekly dose of the neuroses and tribulations suffered      six thirty-somethings
by an insecure and pompous psychiatrist, Dr. Frasier Crane, host of a         navigate their way                                                           • 35,000 Unique Visitors/month
Seattle radio advice show at KACL. Now living with his gruff, ex-cop          through life in                                                              • 336,000 Page Views/month
father, Martin, and his caregiver, Dauphine, his peaceful home life of fine   Manhattan.
cigars and haute cuisine has been replaced with La-Z-Boys and beer.                                                                                        • 6.9 minutes per visitor/month
                                                                              That 70’s Show                                                               • Video Views have reached
Everybody Loves Raymond                                                       Set in the era of Led Zeppelin 8-tracks, Tab cola and Farrah Fawcett           an all-time high of 73,000
Ray Barone seemingly has it all – a wonderful wife, a beautiful family, a     posters, That 70’s Show follows the antics of six high school kids looking
                                                                              for a good time as they deal with the joys and sorrows of growing up in
                                                                                                                                                           • 60% of visitors are A18-49
great job and a nice house in Long Island. There’s only one problem – his
obnoxious parents (who live across the street) and his jealous brother who    Wisconsin.                                                                     (Index 112 vs. the online
are always getting in the way.                                                                                                                               population)
                                                                              The Golden Girls
Roseanne                                                                      Based on the lives and interactions of four older women whom have all
Roseanne and Dan Connor are a blue collar working couple trying               been divorced/widowed and are now roommates in the Golden Girls.
to make ends meet to support their family. With a bigger-than-life            Dorothy’s main goal is to find a companion she can relate to, while
personality, Roseanne is a strong confident woman with a quick sarcastic      her mother Sophia adds her comical outlook and frequent “picture
wit. Together with their three children they struggle with money and life     this” stories. Rose’s St. Olaf-ness makes her a little corny but extremely
problems that bring them closer together rather than tear them apart.         loveable, while Blanche has a revolving door of courting suitors.

                                 Frasier   That 70’s Show

                                                                                                                                                           Source: Unique Visitors and Profile data
                                                                                                                                                           comScore Inc. Media Metrix
                                                                                                                                                           Page Views and Video Omniture Site
                                                                                                                                                           All data March to May 2011 average

                                                                                                                                              For more, please visit - 43
  Audience Profile
                      Demographic Profile
             % of A18+ AMA, English Canada
         BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   49        53 51           23        34   47 61           47   58   42   48      48           58






                                                                                                                                  Work 30+

                                                                                                                                                    HH Size 3+
                                        Total TV

  More likely to:
  • Spend their time online downloading music (106),                               • Make large life changes in the next year such as getting
    social networking (107), playing online games (112) and                          married (115), upgrading their professional skills/training
    contributing their opinion or uploading content (120)                            (121) or going to post secondary school (131)
  • Download games or ringtones (139), and use the internet                        • Have spent up to $25,000 on a new vehicle in the past
    via their cell phone (109)                                                       2 years (116), have 3+ cars in the household (111), or
  • Vacation within their home province (108), took 3+ personal                      use department store auto centres for basic vehicle
    trips (110) in the past year, own a motor home/camping                           maintenance (111)
    trailer (108) or a personal watercraft/windsurfer (119)                        • Exercise at home without equipment (110), managed
  • Lead busy social lives (116), went to the movies 2+ times (109)                  weight control/diet (112) in the past year, or use meal
    in the past month or enjoyed 4+ spirits (121) in the past week                   replacement products (146)

  Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to TV population, M-Su 6a-2a

  Key Research Findings
  • Maintained top 20 position in rankers against key demos
  • Experienced audience growth of +10% over last Spring against A18-49/18-34
  • Average age of TVtropolis viewer is 40
  • More than ½ million Canadians tuned into the premiere of Wipeout Canada (April 3, 2011), making it the
    highest rated series premiere of all time on TVtropolis
  • Top ranked programs include Wipeout Canada, Wipeout and Friends/Frasier/Roseanne in syndication
                                                                                                                                                       King of Queens
  Source: BBM Canada PPM Data, Total Canada, Spr’11 STD (Jan3-May29/11)

44 - For more, please visit
Continued from Page 35

April to over 1 million viewers,      Chefs created snacks that                                           based on the likelihood that
the highest ever for a Food        would be appropriate at 20,000                                         chefs would use them as
Network Canada original            feet for the iconic Porter                                             needed. Smart Water was
production and viewers kept        Airlines snack boxes, explored                                         the only water on-set, at the
coming back week after week.       new and innovative ways to                                             judges table and in the Stew
   Series sponsors GE supplied     create recipes using Kellogg’s                                         Room, Kruger Sponge Towel
the enormous Top Chef              All Bran and showcased the                                             dispensers were in the kitchen
Canada kitchen and Loblaw          wonderful variety of Canadian                                          and Stew Room and Polysporin
was the official grocer. Each      cheeses for the Dairy Farmers                                          Band Aid was in the medicine
clients brand objectives all       of Canada.                                                             cabinet. Several branded spots
smoothly integrated into the          Milestones went one step                                            were created featuring chef
episodes so as to achieve          further with in-market activity.                                       Trish Magwood with cooking
maximum value for their            Working closely with the                                               tips highlighting the message
investment and synergy with        client, the team developed a                                           that accidents happen in the
the program.                       narrative that had the chefs                                           kitchen and Polysporin should
                                   creating dishes for restaurant     for the dishes was very high.       be kept handy. These spots ran
                                   patrons celebrating personal          Passive integrations were        throughout the series to boost
                                   milestones. The surprise twist     captured within Top Chef            overall awareness of the brand.
                                   for the winning team; these        Canada as the unscripted               On July 4th Season One
                                   dishes would be featured           drama continued to unfold.          of Food Network Canada’s
                                   on Milestones menus across         The goal for the show and           phenomenal success drew to a
                                   Canada along with a cash prize     clients was that these situations   close, naming Vancouver’s Dale
                                   for the winning chefs. This        needed to look organic and          MacKay as Canada’s Top Chef.
                                   was a resounding success for       seamless. Products were                Viewer research conducted
                                   Milestones who said demand         chosen for participation            by Solutions Research Group
                                                                                                                              Continued on Page 49

                                                                                                              For more, please visit - 45
                                                                     As the home of current hit crime and suspense series,
                                                                     MysteryTV challenges true crime and drama lovers to
                                                                     solve a new puzzle every hour.

  Law & Order: Criminal Intent
                                           returning series
                                           Law & order: Criminal Intent
                                           The third Law and Order series involves the criminal justice system from the
                                           criminal’s point of view. Stars Kathryn Erbe and Vincent D’Onofrio.

                                           Hawaii Five-o                                          Hawaii Five-0
                                           Steve McGarrett returns home to Oahu, in order
                                           to find his father’s killer. The governor offers him
                                           the chance to run his own task force (Five-O).
                                           Steve’s team is joined by Chin Ho Kelly, Danny
                                           “Danno” Williams and Kono Kalakaua. Stars Alex
                                           O’Loughlin and Scott Caan.

                                           Dr. Temperance Brennan solves cases with her
                                           uncanny ability to read clues left behind in a
                                           victim’s bones. Stars Emily Deschanel and David

46 - For more, please visit
Audience Profile
                    Demographic Profile
           % of A18+ AMA, English Canada
       BBM Canada PPM Data M-Su 2a-2a (Jan3-May29/11)   47   36        53 65          47       39       47 50       44   47   75    75   52      64






                                                                                                                              Home is

                                                                                                                                             HH Size
                                                                                                                                          1-2 People
                                      Total TV
                                  Mystery TV

More likely to:
• Plan on buying a house/condo in the next year (157), spend $500+ on
  appliances (127) and over $2000 on furniture (150) in the past year
• Order take-out 4+ times (202), always buy breakfast outside of the
  home (236), and spent $100-$149 on groceries (157) in the past week                               Bones
• Have three or more vehicles in the household (135), own luxury
  vehicles (car 183, SUV 188) and plan to spend $25,000-$40,000 to
  purchase/lease a vehicle (208) in the next 12 months
• Have consumed 12+ bottles of water (228), 12+ diet soft drinks (303),
  6+ energy sports drinks (330), 7+ beers (236) or 3+ coolers (136) in the
  past week
• Own/use a cottage or recreation property (149), a personal watercraft/
  windsurfer (289), a sailboat/powerboat (137) or a snowmobile/ATV
• Rented movies 3+ times in the past month (145), have taken 3 or more
  personal trips in the past 12 months (113), spent $2000+ on vacation
  travel (112) in the past year, and visited a zoo/aquarium/farm/animal
  park (149) in the past year

Source: Fall’10 BBM Extended Diary Data, A18-54, English Canada, % composition indexed to
TV population, M-Su 6a-2a

                                                                                                                                         For more, please visit - 47
                                                                                              For TV Buffs, Deja View relives the laugh out loud
                                                                                              and defining moments of TV because…We provide
                                                                                              the ultimate, daily source of classic TV comedy hits.

     returning series
                                    Golden Girls                                                                                    Three’s Company
                     Golden Girls   Four previously married women live together in Miami, sharing their various
                                    experiences together and enjoying themselves despite hard times. Stars
                                    Betty White and Bea Arthur.
                                                                                                                  Who’s the Boss?
                                    Who’s the Boss?
                                    A show about Tony Micelli, the housekeeper,
                                    Angela Bauer, the career-woman, their kids
                                    Samantha and Jonathan, and Mona, Angela’s
                                    man-crazy mother. Stars Tony Danza and
                                    Judith Light.

                                    Three’s Company
                                    The misadventures of two women and
                                    one man living in one apartment and their
                                    neighbours. Stars John Ritter and Suzanne

48 - For more, please visit
Continued from Page 45

showed the ad recall scores       show to Canada complete
were extremely positive for all   with obstacle course, zany
levels of brand integrations.     contestant antics and those big
At least 85% of viewers           red balls. An unprecedented
believe that the Advertisers      45,000 Canadians heeded the
and Brands associated with        entry call to get beat up!
                                      Motrin was a key partner
                                  in the broadcast providing
                                  extensive client involvement
                                  with a multitude of layers
                                  and integrations. Associated
                                  almost from inception,
                                  Motrin sponsored the casting
                                  promotion, branded the
                                  “sweeper” round including
                                  course flags and sweeper tops,
Top Chef Canada were              sponsored the broadcasts
perceived as leaders in their     and branded replay of the         the Wipeout Canada “sucker       CarStar Collision Centers
industry, top Canadian brands     Motrin Wickedest Wipeout.         punch” wall to retail and the    took ownership of the
and companies that viewers        Motrin also went one step         contestant experience to         “CarStar Make it Unhappen
can trust.                        further bringing the Wipeout      shoppers.                        Moment” clips.
                                  Canada experience to retail          The fun never stopped on         Arby’s made sure viewers
Wipeout Canada                    with cross-marketing at           set as the enormous ‘fan-        kept laughing with the “Arby’s
TVtropolis brought the            Shoppers Drugmart, Loblaw         favourite ‘spinner’ was turned   Roast of the Day” identifying
massively popular and hilarious   and Walmart. A successful         into an enormous Sponge          a competitor each week who
head-to-head competition          8 week road show brought          Towel roll. On another front     was deserving of being roasted
                                                                    of clever product integration,   by illustrious commentators
                                                                                                                         Continued on Page 50

                                                                                                         For more, please visit - 49
           Continued from Page 49

           – Jonathan Torrens and Ennis      integrated into each Tuesday’s     giving consumers another way      campaign on-air target dates.
           Esmer.                            ET Canada broadcast via Host       to fashion their purchases.       Typically, integration and
                                             intro, Opening/Title Graphic       The video streamed on the         product placement should be
           ET Canada                         and in addition to round off the site along           part of the planning process a
           This spring, Winners and          segment a Closing Billboard.       with a weekly celebrity fashion   minimum of 10 months prior to
           ET Canada joined forces              An extension of the             poll which was tailored to the    when the campaign is to begin.
           to show Canadians how to                                             existing look.                       Shaw Media’s Brand
           ‘Find Fabulous for Less’.  In                                           A very happy Winners           Partnership team within
           this six part series, hosted by                                      ensured that the segments         Marketing Ventures has
           Fashion Producer Angie Smith,                                        were displayed prominently on     years of experience working
           a current celebrity look was                                         the Winners website along with    with Canada’s top television
           selected then replicated on ET                                       the Winners Facebook page         producers, experience which
           Canada every Tuesday night.                                          and their YouTube site.           has led to the development of
              Hot celebrity trendsetters                                                                          a business model which drives
           like Justin Bieber, Selena                                           Let us help you                   quality and results. Let us do it
           Gomez, Rachel Bilson,                                                The partnership solution          for your brand.
           Gwyneth Paltrow and Jessica                                          landscape is vast and
           Biel were featured. Each week                                        constantly evolving. It can       For more information email
           Angie would discuss the                                              span all manner of dramatic,
           look with Shannon Johnson,                                           reality, instructional, 
           Fashion Spokesperson from                                            educational and news content
           Winners, and show how easy                                           found throughout Shaw   
           and economical it is to create    segment was also created for       Media broadcast and online
           the look shopping at only one     web using the same celebrity       properties. It is important
           store – Winners!                  image however this time an         to consider and plan these
              The retailer was further       alternate look was revealed        activities well in advance of

50 - For more, please visit
   Your AD travels with our shows, wherever they go.

One Contract. One Invoice.
                  Visit to find out more
toronto  416-967-1174   vancouver604-420-2288   calgary   403-235-7716
montréal 514-525-1133   edmonton 780-989-4725   

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