Canwest to bow five new Canadian series
Lowe's will be sponsoring and playing a role in HGTV's new offering.
Canwest Broadcasting has announced five new Canadian series due to launch in winter 2010. Food Network will debut Bitchin’ Kitchen, Chef Off and Fearless Chef. New series House of Bryan will launch on HGTV, while Slice will bow Love Inc.
HGTV’s House of Bryan stars Bryan Baeumler (Disaster DIY) as he builds the house of his dreams to accommodate his growing family. The 13-ep half-hour series will likely be added to HGTV’s male-skewing Thursday night renovation-themed programming block. Home improvement retailer Lowe’s is sponsoring the program in a deal that will include seven instances of organic brand integration in the show, such as shopping for reno needs at Lowe’s. The deal involved the participation of OMD, BBDO, GMR and Canwest Marketing Ventures. HGTV targets adults 25-54.
Bitchin’ Kitchen, based on a web series of the same name, features chef-comedienne Nadia G, who offers recipes and lifestyle tips. The series consists of six half-hour episodes. Chef Off (working title) pits chefs Michael Lyon and Michael Blackie against each other in a series of competitions which feature bizarre ingredients, rules that suddenly change and judges who range from culinary experts to third grade kids. The half-hour series is slated for a seven-episode run. Fearless Chef (working title) features well-known chef Lynn Crawford as she travels across North America in search of the best and freshest ingredients available. In each of the show’s thirteen half-hour episodes Crawford works with her local host and then features their product in a dinner. The Food Network targets adults 25-54.
Love Inc. will debut next winter on Slice. The 13-ep half-hour series follows the real-life adventures of the owners of speed dating company FastLife. Slice targets women 18-49.