Eight months after being bought by Quebecor Media, Toronto 1 has been rebranded Sun TV. The new identity was unveiled yesterday as Quebecor outlined a $110 million investment in its Ontario Sun Media properties. The plan involves a convergence of the styles and formats of the Toronto Sun and 24 hours newspapers, Sun TV, and Canoe.ca as well as the physical move of Sun TV to join the others in the Toronto newspaper’s King St. location.

The convergence of the media properties is being described by Quebecor as a cross-pollination resulting in a format that will provide a strong sense of community on-air, online, and in the newspaper. The company expects the plan will make the company more competitive, enable it to offer higher-quality content, increase advertising sales and boost the power of its events and promotions. These changes are being positioned as a rejuvenation of Sun Media that will also see the Toronto Sun return to its roots as a community-focused newspaper. To that end, the paper is expected to announce a number of high-profile hires in the near future.

Additionally, Quebecor is consolidating its Ontario printing operations into one state-of-the-art facility that will enable full-colour printing of the Toronto Sun, the London Free Press, 24 hours, and contract printing for clients such as U.S. phone directory publisher, Yellow Book. The new consolidated facility will employ 200 but mean the loss of 320 jobs at the existing printing plants. Quebecor is also putting $110 million into Quebec to have a new 200,000 square-foot facility to print and ship Le Journal de Montreal up and running by spring 2007.