CTV and MTV have partnered to up MTV’s presence in Canada, expanding CTV’s reach into the youth market, and all its promo and digital tenets. Media buyers are viewing the new deal in a very positive light.

Helena Shelton, VP, broadcast operations of MBS/The Media Company, says, ‘CTV’s partnership with MTV is very smart. They will now have huge inroads into youth targets. The big question is: they say there will be a block of MTV programming on CTV main channel, but they are so strong and (have) full simulcast, where can they possibly put this block that makes sense?’

Steve Aronovitch, broadcast investment manager for Starcom Worldwide, says CHUM isn’t going to be happy about the CTV/MTV partnership because MuchMusic has had a lock on the market for so many years, but there is room for viable competition.

‘I think it’s going to have an impact on MuchMusic because, first and foremost, (CTV) wants to launch this as an analog service so they’ll get good dial position. I think it will be a formidable force and will certainly make the landscape more competitive, particularly for teens and young adults.

‘MTV is a well-known, established brand. It’s programming has been edgy and quite good over the years. They put a lot into their programming – and CTV has really stepped up development of original programming the last few years.’

The multi-layered deal includes the rebranding of CTV’s talktv into an MTV channel with interactive, lifestyle, talk and documentary programming. CTV has also filed an application with the CRTC for the creation of Canada’s next music TV station. Other details of the partnership include exclusive access for CTV to the MTV brand and its library of programs for use across the Canadian net’s conventional and specialty channels. This is still MTV – just with a Canadian twist.

In a statement released by CHUM CEO Jay Switzer, in regards to Talktv’s metamorphosis he said: ‘We’ll be intrigued to see how Talktv can be morphed into an MTV brand and still remain a talk channel as licensed. We will be actively encouraging the CRTC to enforce both the spirit and letter of all Talktv’s conditions of licence.’ He also announced that CHUM will be seeking an appeal for MuchMusic to respond competitively.

Aronovitch doesn’t expect the licensing changes with the CRTC or CHUM’s appeal to be major hurdles for CTV. He thinks the wide distribution and availability of MTV Canada on the analog dial as well as CTV’s track record will make the proposal very attractive to the CRTC.

Canuck Brad Schwartz is the new GM and SVP overseeing the MTV business here. Schwartz was previously director, international marketing partnerships for MTV Networks International and based in New York.

Details around CTV and MTV deal’s partnership launch dates, content and branding are yet to be revealed.