CTV betting big on ’07 Giller Awards

Surprisingly high viewership last year has prompted a multi-channel leveraging of the Nov. 6 literati soiree.

CTV and its family of channels have developed extensive programming surrounding the broadcast of the 2007 Scotiabank Giller Prize special, in hopes of repeating last year’s unexpectedly high viewership. The 2006 Giller Prize show drew the largest TV audience in the event’s history, reaching more than 1.3 million Canadians on CTV. Over half a million viewers caught some part of the show, drawing an AMA of 351,000 (BBM Nielsen Media Research).

The 2007 Giller award ceremony will air live on Bravo! Tuesday, Nov. 6 at 9 pm ET. Canada AM‘s Seamus O’Regan will host the program that brings together literary elites, celebs and book lovers to name the winner of Canada’s richest literary prize for fiction. It will be re-broadcast on CTV the next day at 10 am ET and 8 pm ET, and will also be accessible from the CTV broadband network at Bravo.ca and giller.CTV.ca.

CTV also planned an array of complementary programming on CTV, Bravo!, BookTelevision, Star!, CTV Newsnet and CP24 for the days leading up to the awards show. As well, CTV and Bravo! will air encore broadcasts of the 2006 eTalk Profile with Giller founder Jack Rabinovitch. O’Regan sits down with the five shortlisted authors in a series of CTV-produced half-hour interviews which began airing on multiple channels yesterday. And eTalk has been dedicating daily segments to the Giller competition since Oct. 26.