Giller broadcasts deliver for CTV
CTV is giving itself a pat on the back for its multiple airings of the much-hyped Scotiabank Giller Prize, which aired last week on its main network and specialty Bravo! following a large promotional boost.
The prestigious Scotiabank Giller Prize had a cumulative reach of two million viewers (2+) last week, according to CTV, which aired the Nov. 6 gala live on Bravo! at 9 pm, followed by two repeat airings the following day on its main network. Author Elizabeth Hay won the award and its $40,000 cash prize for her novel Late Nights on Air.
The live gala drew an average 24,000 viewers – up 33% from when the Giller last aired on Bravo! in 2003 – while the repeat airings on Nov. 7 at 10 am and 8 pm drew 103,000 and 330,000 viewers, respectively. CTV’s rookie hit Private Practice, which normally airs in the Wednesday 8 pm slot, was idle last week.
CTV president of creative, content and channels Susanne Boyce says her net is ‘absolutely’ happy with viewer response to what she says is a ‘critical cultural event. Canadians are huge readers,’ she says, adding that, with a show like the Giller, there’s a certain ‘pride of ownership’ that comes with cheering on Canadian talent. Boyce adds the multiple airings give as many viewers as possible an opportunity to see the show, noting that ‘audiences are in different places.’
Last year’s prime-time broadcast for the Giller drew 351,000 viewers to CTV, reaching 1.3 million.
This time around, CTV also aired half-hour author profiles the week prior during the daytime, spotlighting scribes including Michael Ondaatje, M.G. Vassanji, Alissa York and Daniel Poliquin. Boyce says the aim of the profiles was to make viewers feel like they’re part of the show by building up the gala broadcast.
From Playback Daily