Heavy.com to woo Canada’s TV nets
Heavy Canada VP and GM David U.K. has just been promoted to the managing director's seat at Heavy Worldwide. Job #1? To court the country's top broadcasters.
Canadian broadcasters can expect to hear from Heavy.com‘s David U.K. in coming months. The former VP and GM of Heavy Canada has just been promoted to managing director of its worldwide operations and tells MiC he plans to invite the country’s top broadcasters to join the Heavy broadband network.
U.K., who opened Heavy’s Toronto office – the co’s first outside its NYC HQ – explains, ‘what we’re going to be offering Canadian broadcasters is the opportunity for them to actually sell their commercial inventory within a dedicated channel on Heavy.’
‘A lot of broadcasters in Canada are playing their content on their sites, and some are duplicating their audiences and their advertisers,’ U.K. tells MiC. ‘This gives them the opportunity to reach out to a new and a fairly large audience that they’re not tapping into – over 1.4 million monthly in Canada.’
Heavy Canada’s original programming initiatives currently include Knob Hockey, currently counting a million monthly viewers in Canada two years in a row, and Canadian Contraband, which has already exceeded 7 million streams, are available on Virgin Mobile Canada, TiVo, Sony PSP and Apple iPod. Heavy has also launched TV shows in Canada on Alliance Atlantis’ IFC, Showcase Action and Diva Channels.
The video site, which targets 18- to 49-year-old men, currently counts among its advertisers the likes of Molson Canada, Unilever, Virgin Mobile, Warner Bros. Canada, Labatt’s, Maple Pictures, Burger King, Mercedes, Bell Mobility, Toyota and Sony.