Strombo virtually bumped to 70 minutes

Labatt is sponsoring After the Hour - a new 10-minute online after show.

Yesterday, CBC launched a 10-minute online after show to complement The Hour. The aptly named After the Hour is being sponsored by Labatt Breweries of Canada, and will feature behind-the-scenes footage, including out-takes and extended versions of host George Stroumboulopoulos’s interviews with guests. Each episode will be available on-demand and also streamed at

The sponsorship is a great way for the company to reach consumers, says Labatt media strategist Ben Seaton. ‘Both the Keith’s Family and CBC Television’s The Hour are wholly committed to supporting our Canadian roots and culture, which makes this partnership a natural fit.’

Adds CBC GM of media sales and marketing: ‘By offering viewers exclusive digital content, we are furthering our connection with our audiences and engaging them at another important touchpoint.’