CBC delivers on 24-hour promise and ups the integration opps

Pubcaster to take viewers to Tim Hortons and beyond.

CBC Television made good on its promise to move to a 24-hour, seven-day schedule on Monday, Oct. 9, and for advertisers, ‘obviously there’s going to be more space available,’ says director of customer marketing Jamie Michaels. The pubcaster’s sponsorship and marketing opportunities seem to be gearing up for a focus on integration. ‘There will be some opportunities down the road that will be a little bit more strategic,’ says Michaels.

Most recently, Tim Hortons has signed on for a more integrated sponsorship of Wayne Rostad’s On the Road Again, which heads into its 20th anniversary (and final) season on Thursday, Oct 12 at 7:30 p.m. Rostad, who celebrates small town Canada by directly interacting with people across the country, won’t just be sandwiched by commercial breaks from Tims. When location allows, he’ll actually take his well-travelled crew inside various Tim Hortons. ‘Wayne is a big fan of Tim Hortons, and we’ve got a great relationship with Tim Hortons, so this is a really natural integration,’ says Michaels.

GM is pushing its Cadillac brand through sponsorship of the ceeb’s new reality/game show, Dragon’s Den, which features an opening sequence with an animated dragon getting out of one of the vehicles. The show, which gives would-be entrepreneurs a chance to pitch their business ideas in front of five investor-hosts who have the power to throw money into them, debuted on Wednesday, Oct. 4 at 8 p.m. ET/PT. A pitcher’s bible, for aspiring contestants, can be found at cbc.ca/dragonsden.

Sponsors may also be drawn to The Hour, with the popular and hip George Stroumboulopoulos offering up guest interviews and provocative commentary. Now in its third season, the show features sponsorable segments like George’s Top 5 movie lists and contests, but the opps are being lined up with care. ‘George is a pretty prestigious brand,’ said Michaels. ‘We’re looking for the right advertisers to associate with that. It’s not a show that’s going to be cluttered with sponsors.’ The Hour bowed Oct. 9 on the main network at 11 p.m. (and CBC Newsworld at 8 p.m. ET), and airs Mondays through Thursday.

Other opportunities to watch for are the debut of The Gill Deacon Show on Monday, Oct. 30 at 11 a.m. (with repeats daily at 2 p.m.). The talk show is a friendly challenge to think ‘out of the box’ geared to the homemaker, the young mother with a newborn, the work-at-home career woman or the business person on a coffee break. It’s a free-flow of ideas, talk, tips and suggestions that will empower viewers to make choices that enrich their lives in surprising and creative ways – and thusly a potential landmine for tie-ins and ad opps.

And in January Fashion File relaunches with a new host. Auditions for the Fashion File Host Hunt are wrapping up in Toronto this week, and while the hallowed halls of design houses such as Gucci, Chanel and Prada are bound to be getting play, the new host is tasked with explaining trends so that viewers can achieve the looks on a budget they can afford.