CBC is secure about its InSecurity
The Ceeb talks about its new comedy, set to shoot this summer, and reveals integration opportunities for its new and returning programming as well.
Set in the always ripe-for-comedy world of international espionage, the CBC’s newest comedy, InSecurity, is set to begin production this summer.
The series, starring Natalie Lisinska (Chloe) and Rémy Girard (Les Boys), will follow an ensemble cast in a fictional national security agency (à la CSIS) that tries to keep Canada safe while dealing with the always entertaining realities of government budgets and red tape. It is tentatively slated for a winter debut.
The show is set to shoot in Saskatchewan this summer, and, as the script is still in development, the time is ripe for brand integration opportunities, Robin Neufeld, senior manager, brand development, CBC and Jamie Michaels, director of marketing, CBC, tell MiC.
‘It’s a series we’re really excited about and given the nature of the content – it’s sort of a spy parody – it does lend itself very well to branded integration, particularly with technology companies, automotive, gadgets, telecommunications,’ Michaels explains. ‘There’s lots of opportunity to feature technology because they are out solving crimes.’
‘We’re still relatively early in the script-writing process,’ adds Neufeld, ‘so we’re open to considering all product categories, but those are some of the ones that jump out at us as a very natural fit.’
InSecurity is but one of nine shows for which the CBC is actively seeking integration opportunities in its ‘Arts and Entertainment’ portfolio, and one of two comedies that will be new to the network. The second, Men With Brooms, is a Paul Gross-produced half-hour show tentatively slated for fall that is based on the movie of the same title. Its plot will pick up where the movie left off and brand integration opps are currently being shopped by the network as well.
Returning shows with open opportunities include the third season of Being Erica (fall) and the furthest along in its script development and therefore the most time-sensitive to brand interest, Neufeld says. The show (along with Heartland and Little Mosque on the Prairie) featured an integration with TD Canada Trust in its second season, for which the brand won an award this week.
Other opps currently open at the CBC: Heartland‘s fourth season (fall and winter), the second seasons of Republic of Doyle (winter) and 18 to Life (winter), Mosque (which featured the award-winning Kraft Hockeyville integration last season) and Ron James (fall) are all currently in, or about to be in, the script-writing and pre-production phase. The network is also seeking a sponsorship partner – with titling and on-air opportunities open – for its one-off Canadian Country Music Awards this September.
All programming dates are tentative.
With files from Playback Daily