'A' New Beginning: Fresh New Look for 'A' Unveiled Today
Monday August 11, 2008
Parent company CTV unveiled today a fresh new look for its group of channels formerly known as A-Channel. Beginning today, A-Channel will be known simply as 'A'. The name change is reflected in a sleek, new single-letter logo and a new on-air presence that premieres tonight at 6 p.m. The updated re-branding initiative reflects the network's bold new direction and attitude, and is designed to complement a fall primetime schedule designed to compete as one of the best conventional grids out there. Promos reflecting the new look will begin airing today on 'A' in support of the premiere of the most-anticipated new television programs of the fall, including Fringe, The Mentalist and Eleventh Hour.
Today's move is the first step in a move that will see a unified 'A' schedule delivered to viewers in British Columbia, Alberta, Ontario and Atlantic Canada and across Canada on digital cable and satellite beginning in September. Effective today, CTV's former Atlantic Satellite Network (ASN) has been rebranded as 'A' and folded into the 'A' group of channels. Also this fall, the 'A' line-up will be featured on Alberta's ACCESS channel in certain primetime hours.
"The new look and feel is a direct reflection of the fresh new attitude of the network," said Rick Lewchuk, Senior Vice-President, CTV Creative Agency and Brand Strategy. "It's a look that complements the strength of the primetime schedule and injects new energy into the 'A' brand."
The new 'A' look has a strong, clear identity, bolstered by a sleek black and white scheme that more directly represents the network's attitude. The logo, a black and white single letter name, accented by angled shards, injects new energy into the 'A' brand. The new on-air look will be manifested through new station identification elements and promo packages.
Also launching today is 'A' News. All of the former A-Channel newsrooms across the country have been rebranded as 'A' News and now feature a dynamic new on-air look. 'A' News graphics will incorporate the stylized 'A' black and white logo on a red and blue backdrop. 'A' News coverage will continue to deliver the major news, weather and sports stories impacting their local communities every day. 'A' News stations are located in Victoria/Vancouver, Barrie/Toronto, London, Windsor, Wingham and Ottawa.
"This is an exciting new era for our local news teams," said Richard Gray, Head of 'A' News. "Our newscasts have gone through many evolutions over the years, but with the new direction the network is now taking, this is the perfect time to launch a contemporary look that better reflects our daily approach to local news."
Outdoor and print advertising as well as the new 'A' Website - http://www.Atv.ca - will soon reflect the new look as the rebranding campaign continues to evolve and develop.
As previously announced during CTV's Fall Upfront presentation in June, 'A' will deliver this fall's most-talked about series to Canadian viewers. New programs Fringe, The Mentalist and Eleventh Hour will anchor returning fan favourites such as Gossip Girl, Mad Men, Terminator: The Sarah Connor Chronicles, Pushing Daisies, Eli Stone, Moment of Truth, Private Practice, Samantha Who? and Dirty Sexy Money.
The rebrand was designed and created in-house by The CTV Creative Agency. Jon Arklay is Vice-President, Creative Services and Brand; Alanna Barkley is Director of Promotions, Conventional Television. Rick Lewchuk is Senior Vice-President, CTV Creative Agency and Brand Strategy. Susanne Boyce is President, Creative, Content and Channels, CTV Inc.
Fresh and dynamic, 'A' is the new home of established primetime hits, critical favourites and big-buzz new series. 'A' delivers Canadian television's most exciting new schedule in Atlantic Canada, Ontario and British Columbia as well as in Alberta on ACCESS in certain primetime hours. 'A' spotlights day-to-day life in local communities in Victoria/Vancouver, Barrie/Toronto, Ottawa, London, Windsor and Wingham through its aware-winning 'A' News programming. 'A' is owned by CTV Limited, a division of CTVglobemedia, Canada's premier multi-media company. More information about 'A' may be found at atv.ca.
To further the new look and complete the package, "A" should also have a weekend newscast. They're missing lots, and the viewers would get another choice.
To further the new look and complete the package, "A" should also have a weekend newscast. They're missing lots, and the viewers would get another choice.
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