CTV rebrands Razer as MTV2

Music and over-the-top attitude for the 12-24 demo - that's what's in store for the channel formerly known as Razer.

CTVglobemedia’s Much MTV Group is rebranding Razer as MTV2, with Friday, August 1 at 1 pm set as the new channel’s official launch date. The net is open to launching with specific advertising partners; for a minimum media investment, a prospective launch partner would receive customized on-air billboards.

Targeting viewers aged 12-24, the revamped channel will launch with a new hour-long music video show and plans to focus on stunts and pranks, extreme sports, live concerts, comedy, music videos and animation.

Much MTV Group SVP/GM Brad Schwartz calls MTV2 a ‘fantastically gross, over-sexed, over-the-top, loud television that’s hyper-targeted to a spirited young audience. We are Canada’s youth experts, and we’re going to keep launching new, niche and exciting ways to engage them.’

A highlight reel of MTV2 series is live at a teaser website (mtv2.ca). The net plans to announce further details about the programming lineup and subscriptions in the coming weeks.

Razor and PunchMuch launched in summer 2005. It wasn’t long before Razer, then owned by CHUM, began rolling out sponsor-friendly interactive features such as SMS text-to-screen gaming.