MTV (Canada)

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For the digital television channel formerly known as "MTV Canada", see Razer.

MTV
Type	Cable television specialty channel
Country	Canada
Availability	National
Owner	CTV Television Inc. (CTVglobemedia)[1]
Key people	Brad Schwartz - Senior Vice President and General Manager, MTV Canada
Launch date	September 1, 2000 (talktv) March 21, 2006 (MTV)
Past names	talktv
Website	www.mtv.ca

MTV, formerly known as talktv, is a Canadian cable television specialty channel devoted to talk and lifestyle programming, and is owned and operated by CTVglobemedia through CTV, in collaboration with MTV Networks. While technically an analogue service, as talktv it was available in some major centres on the analogue system, in most markets it was available via digital means only. However with the rebranding to MTV, analog coverage has been greatly expanded, and many channel placements improved, through a new deal with Rogers Cable and by Bell ExpressVu making MTV part of their basic package.

Unlike other MTV-branded channels around the world, the MTV logo, as used by MTV in Canada, never includes the phrase "Music Television". This is perhaps an effort to distance the Canadian version from any suggestions of direct competition with MuchMusic, which, under current CRTC channel-format regulations, is the one and only English-language service that can be devoted to general-interest "music and music-related programming". [1]

Contents 1 Original MTV Canada 2 History 2.1 As talktv 2.2 MTV relaunch 3 Programming 3.1 Current Schedule 3.2 Interactivity 3.3 MTV on CTV 3.4 MTV Slogans 4 MTV.ca 5 Notes 6 External links

[edit] Original MTV Canada

In Canada, MTV had previously partnered with Craig Media to launch MTV Canada as a digital cable channel. This version began airing in September 2001. It was intended to be a broadly based teen channel with only 10% music videos. CHUM Limited complained to the CRTC that MTV Canada was airing far more than 10% music videos and was competitive with MuchMusic and were ordered to reduce the amount of music videos. After CHUM Limited purchased Craig in 2004, they rebranded the former MTV Canada service as Razer, due to a condition allowing MTV to cancel the agreement in case of a change of control.

[edit] History

[edit] As talktv

Licensed in 1996 and launched four years later, talktv was home to repeats of CTV talk shows, as well as a lengthy afternoon/evening program, The Chatroom, which aired every weekday until mid-2002, usually broadcast from the CTV owned Masonic temple in Toronto. The program featured CTV personalities such as Seamus O'Regan and Ben Mulroney, as well as Jennifer Hollett, who went on to become a MuchMusic VJ.

Due to low ratings, much more narrow distribution than other specialty services, and following the cancellation of the chatroom, talktv became a repeat service for CTV network programming and repeated segments of the chatroom. This came just after it secured a CRTC decision allowing it to charge seven cents per subscriber when carried on basic cable, whereas it was previously made available to these viewers free of charge.

The final show broadcast on talktv was on 20 March at 11:30 p.m. EST; specifically that night's episode of eTalk Daily, followed at midnight by the start of a countdown clock for the MTV launch.

[edit] MTV relaunch

On September 28, 2005, CTV and MTV Networks announced that talktv would be relaunched as a new incarnation of MTV Canada while continuing to maintain its licence requirement to provide "dynamic, interactive, lifestyle, talk and documentary programming" with over 68% Canadian content. Brad Schwartz, previously an executive with MTV Networks, is general manager of MTV Canada.

CTV already had strong ties with MTV; it was the first broadcast network to air The Osbournes, and subsequently added Punk'd, and Newlyweds. CTV also applyed for a category 2 licence that would feature music videos, along the lines of the former MTV2 Canada (now PunchMuch), though the application has never surfaced on the CRTC site. Meanwhile, CTV's "exclusive" rights meant that CHUM's MuchMusic lost all rights to MTV programming immediately following the announcement. CHUM released a statement saying that they would be intrigued as to how talktv could be morphed into MTV without violating its CRTC licence, and filed a complaint with the CRTC. However, the CRTC is unable to take preemptive action based on a press release.

Since the new channel is using the same broadcast license CTV holds for talktv, CTV is restricted by the conditions of license which include:

• an emphasis on talk programs
• 68% of the daytime programming must be Canadian content
• 71% of the primetime programming must be Canadian content

Talktv's bug had started periodically changing into an MTV logo to notify viewers of the coming change. The actual relaunch occurred on 21 March at 6:00 p.m. EST, with the first edition of MTV Live. MTV had been promoting their launch date with a series of ads with the slogan "the drought ends 03.21.06" some of which appeared during various programs across Bell Globemedia's (now CTVglobemedia) television platforms.

The start of MTV Live was preceded (at 5:58:20 p.m. EST) by a ten-second countdown featuring water drops with "MTV drops" appearing at the end, followed by a 90-second promo featuring various people wearing beige MTV shirts falling out of the sky.

The channel held its official on-air launch party on April 18, 2006, with live performances by Kanye West and Sam Roberts. These performances have been broken down into several specials that are airing on CTV.

[edit] Programming

Before the re-launch, The Globe and Mail reported that the network would "...be quite different from what most people associate with the original American MTV, which has increasingly moved away from music videos toward reality shows and other original programming," [2] while placing a heavy emphasis on "talk and lifestyle shows". In a recent Canadian Press report, it was stated that while there could not be a Canadian version of the music-oriented Total Request Live, other spin off programs were not out of the question. Canadian versions of MTV Cribs, True Life (yet to air), Diary and Making the Video have already been produced.

Leading up to the launch, CTV aired MTV Unplugged: Alicia Keys in early October 2005, and MTV's New Year of Music on New Year's Eve 2005.

On February 20, 2006, CTV announced that the Masonic Temple in Toronto - previously home to talktv and Open Mike with Mike Bullard - would be the new home for MTV Canada and a new flagship show, MTV Live. This would be essentially a revival of the live-and-interactive talk show format introduced by the chatroom, with new hosts, the addition of a studio audience, field reports, and live performances.

Nearly all of the MTV US reality, documentary and lifestyle programs air on MTV Canada, although often several weeks after their initial airing in the US. Some programs have aired day, date and time with MTV US.

[edit] Current Schedule

MTV Canada currently airs/will air the following programs:

• MTV Live
• MTV e2
• MTV Live Hacked (MTV Live)
• MTV Screen
• Room Raiders
• Diary
• MTV Cribs
• Yo Momma
• Making the Video
• Next
• True Life
• Made
• Rob and Big
• The Real World: Denver
• I'm From Rolling Stone
• My Super Sweet 16
• DanceLife
• Bam's Unholy Union
• The Hills
• The Hills Aftershow
• Road Rules 2007: Viewer's Revenge
• Two-A-Days
• Engaged & Underage
• Juvies
• Run's House (Season premiere April 12 at 10:30)

MTV also broadcast The 2006 MTV Movie Awards on June 8, 2006. At the same time as the US network. MTV Canada also showed a special one hour episode of MTV Screen devoted to the awards. The Movie Awards Pre-Show also aired as did The Aftershow, a viewer friendly chat about the ceremony. For the first time Canadians could vote by going to http://www.mtv.ca .

On June 27, 2006 MTV Canada aired Making the Video for the first time (Ashley Simpson's Invincible) but, only showed a short clip of the video. Viewers were told to watch the rest of the video on MTV Overdrive at http://mtv.ca. This is due to CRTC regulations that prevent MTV Canada from airing music videos. As a replacement for the videos MTV airs previews for other MTV shows.

The 2006 MTV Video Music Awards aired in Canada on CTV on August 31, 2006 at 8 pm eastern time. The pre-show aired on MTV at 6:30. *2006 MTV VMA's to air on CTV

The 2006 MTV Europe Music Awards aired exclusively on Overdrive at MTV.ca on November 2 at 3 PM eastern live from Denmark.

[edit] Interactivity

Viewers are encouraged to interact with MTV and its hosts. Viewers can call 866-536-LIVE during MTV Live or the MTV Live Chats that occur during commercial breaks where the hosts talk about the show that is airing. E-mail can be sent to feedback@mtv.ca. Lastly MTV offers a community site called http://www.mtvhive.ca

Viewers can chat on the Hacked chat that airs on MTV Live Hacked by going to http://www.mtvhive.ca

[edit] MTV on CTV

In addition to MTV Canada's airings, CTV airs a branded late-night block of MTV programming six nights a week known as "MTV on CTV". These programs include several of the music-oriented and comedy programs that MTV Canada itself cannot air. Many of the reality/lifestyle shows that do air on MTV are also featured.

This block presently consists of 30 minutes a night on weeknights (1:05 - 1:35 a.m. local) and two hours on Saturdays (12:05 - 2:05 a.m. local) but may vary slightly in some locations. MTV Live and MTV Live Hacked air Saturday afternoon at 3 and 4 p.m. eastern on CTV.

[edit] MTV Slogans

• the drought ends 03.21.06 (pre-launch)
• There's something in the water
• Tonight in the 10 Spot
• Watch and Learn

[edit] MTV.ca

In February 2007, "MTV OVERDRIVE" was rebranded to simply MTV.CA. This change can be seen online at mtv.ca as well as on promos airing on the channel. The broadband video channel on http://www.mtv.ca launched on March 21, 2006 at the same time as the MTV Network. MTV.ca offers thousands of free music videos, concerts, exclusive After Shows, movie trailers, video game reviews and full MTV television shows. Much of the content is the same as MTV.com [3] with the exception of the Canadian produced programs, interviews, and some music videos.

[edit] Notes

1. ^ MTV Networks is a programming partner but CTV is presently the sole owner of MTV Canada, according to the CTV press release linked below.

[edit] External links

• Official Site
• MTV Hive Community Site
• MTV Media Site