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Character is Everything This Fall on Showcase

Character is Everything This Fall on Showcase

As the home of diverse and powerful characters, this fallShowcase lets their characters tell the story through a multi-platform marketing campaign. Supporting the all-new drama King & Maxwell along with returning new seasons of Covert AffairsRizzoli & Isles and Copper, the four-week national campaign drives awareness and tune-in to these series using both traditional and social media, along with unique media vehicles to target adults 25-54.

At the forefront of the overarching strategy are dynamic characters exclusive to Showcase’s fall lineup of dramas. The campaign builds an emotional connection with the viewers by having each character tell their story, in their words and in their voice. The central theme and tagline “Character is Everything,” is weaved throughout the campaign and reinforces Showcase as the home to strong characters with great stories to tell.

“By using first person storytelling from Showcase’s leading characters, complemented with a selection of media that allow the stories to unfold, the campaign creates a deeper emotional connection with viewers,” saidMuriel Solomon, Head of Marketing, Specialty Channels and Shaw Media Advertising & Production.“At their core, Showcase series are about dynamic characters and elaborate storytelling, and our fall marketing campaign truly reflects the brand.”

The robust media strategy complements the creative concept by selecting placement where there are longer dwell times, and where viewers are most engaged with the content. Among the special executions that allow viewers to immerse themselves in the character stories are GO Train cling ads that take a ride with commuters; elevator wraps in business towers; and restobar audio advertisements. Traditional media tactics targeting a broader audience includes a subway domination at Yonge & Bloor station, out-of-home billboards, transit shelters, wild postings, radio and digital platforms including mobile and online video.

Extending its fall campaign into the digital and social space, Showcase provides a first time experience to fans that allows them to create a sharable and personalized trailer of themselves by visiting The site takes fans to a distinct personality test that is designed to capture Showcase fans’ personalities against one of Showcase’s featured characters, which determines the theme of their personalized trailer. The opportunity will be amplified through a mass targeted campaign via Facebook and Twitter as well as promotion on and on-air.

Other promotional elements include the Fan Expo Canada execution where Showcase had the largest presence of any other broadcaster. In addition to hosting five series panels including fall series Covert Affairs and Lost Girl, Showcase had an interactive booth that allowed fans to engage with all of Showcase’s fall programming. Complete with a photo booth, fans stepped onto the scene of their favourite series, and are encouraged to upload their photos to Facebook and Twitter. The booth also housed an exclusive screening area that previewed fall series, and allowed viewers to play Lost Girl: The Game.

Rounding out the campaign is an extensive on-air push with commercials airing across Shaw Media’s family of 19 channels as well as U.S. cable avails and interactive programming guide ads.

The marketing campaign and materials were developed entirely in-house by Shaw Media’s Marketing team. 

11 Projects Receive Support from the Canada Media Fund’s English Point of View Program

11 Projects Receive Support from the Canada Media Fund’s English Point of View Program

The Canada Media Fund (CMF) announced today a contribution of more than $3.4M to 11 projects that applied to the Convergent Stream’s English POV Program dedicated to the production of point of view documentaries.

Of the 11 projects (11 TV components with 10 related digital media components), one is from Alberta, one is from British Columbia, six are from Ontario, two are from Quebec, and one is an inter-provincial co-production between Quebec and Ontario. To view a complete list of new projects that received POV funding, please click here.

Since 2010, the CMF has provided more than $12 million to 58 projects that applied for POV funding through this program. 

Innovation and Promotion Benefiting Second Screen According to Canada Media Fund

Innovation and Promotion Benefiting Second Screen According to Canada Media Fund

Broadcasters, producers and their advertising partners who invest in research and development, as well as in extensive promotion of their second screen apps, will benefit the most from this rapidly growing market. This is just one of the conclusions to be found in The Second Screen and Television — Production and Deployment, which completes a series of white papers exploring the second screen phenomenon and interactive TV apps.

After the first two papers that study the growth perspectives, benefits and impacts of various initiatives employing second screen to complement TV shows, this final entry takes a look at the most innovative practices in the areas of production, deployment and optimization of second screen installments and social components. Through these innovations, TV fans can live an extended, enriched experience that goes far beyond broadcasts.

Citing several concrete examples, the report also concludes that:

  • The second screen market has moved substantially from the monetization phase to the retention phase
  • Second screen is offering a growing number of exclusive opportunities for sponsorship and branding for partners
  • Advertisers are increasingly interested in geolocated behavioural data generated in real time by second screen technologies
  • Premium second screen applications are currently among the most profitable second screen business models generating the most economic benefits.

“This third report is a concrete culmination for anyone interested in second screen and considering a deployment in the short or medium term,” explains Gilbert Ouellette, Evolumedia Group CEO. “Readers will better understand the ground-level strategies of stakeholders in the added-value chain and learn from practical examples of applications associated with various types of television content in Canada and elsewhere.”

“The complete Second Screen and Television series of research reports is an invaluable tool for producers and television broadcasters who want to develop a multi-screen strategy. The three volumes cover everything needed to understand the concept of second screen, related costs and opportunities to do business and build partnerships between producers, television broadcasters, and advertisers,” notes Catalina Briceno, Director of Industry and Market Trends for the Canada Media Fund.

The Second Screen and Television — Production and Deployment white paper is available in Canada in English and in French on Canada Media Fund’s website. Initiated in 2012, this series is a co-publication of Evolumedia Group and the Canada Media Fund, in collaboration with the Société de développement des entreprises culturelles (SODEC).