DIY Network Canada throws in a few freebies

The Canwest-owned home improvement channel is launching a month-long free preview to entice reno-loving Canadian cable subscribers to opt in.

DIY Network Canada is hoping to hammer its way into cable viewers’ hearts with a free TV preview.

From March 1 to 31, national cable subscribers will have free access to such home improvement programs as Yard Crashers, Desperate Landscapes and Wasted Spaces.

The preview will be available to all Rogers, Shaw, Videotron, Cogeco, Eastlink, Telus TV, Sasktel, MTS, Shaw Direct and Bell TV subscribers, representing an additional six million customers to the channel’s existing two million subscribers. It will be supported by an extensive on-air, online and print campaign across Canwest properties, with media handled in-house.

All Canwest channels, as well as 17 additional channels including CNN, TLC and Spike, will promote the preview, as will the interactive programming guides provided by the broadcasters.

The online component will be included across all Canwest websites, and print ads will run in the Saskatoon Star, Regina Leader-Post, the Edmonton Journal, the Calgary Herald, the Vancouver Province and the Vancouver Sun.

Launched Oct. 19, 2009, the DIY Network currently attracts an audience of adults 18 to 49 and 25 to 54 in two million households. The preview is timed to capitalize on the spring home renovation season and generate brand awareness.