Toronto-based broadcast group Stornoway Communications is launching its third digital network today: The Pet Network. With the tagline ‘Come. Sit. Stay,’ the new net aims to provide ‘informative, engaging and entertaining programming about pets,’ as well as offering a forum to public health authorities, breeders and animal advocates. The service will be available through Rogers Digital Cable. Deals with other distributors have yet to be wrapped up.

Earl D. Weiner, VP sales at The Pet Network, says the new diginet will have a broad target since so many demos have pets. (According to PMB, over five million Canadians 12+ own pets.) He says the channel will be aimed squarely down the middle for the pet industry. From a programming perspective, he says: ‘The whole thrust is to serve families and [other] pet owners with information about pets.’ On the advertising side, Weiner says negotiations and deals are in the works with a wide range of sponsors from both within and without the pet industry.

While dogs and cats constitute the lion’s share of petdom in Canada and they will be a main focus in the beginning, Weiner says the channel will also give airtime to more exotic pets such as goats. He says according to BBM, pet ownership skews slightly female at 52%.