CHUM imports Participation TV

CHUM expects its new Play2Win to draw sponsors and revenue to Citytv Toronto's late night schedule by giving viewers the chance to connect and compete with the on-screen studio show. For marketers looking for ways to prevent PVR ad-skipping, this real-time prize lure scheme is the game for you.

Citytv Toronto is hoping there’s a late-night desire in viewers to play scrabble-type games via text messaging, telephone or website for its interactive game show format Play2Win. Participation TV shows like Play2Win are already available in Europe, Asia and the US. Citytv Toronto, the first to bring the format to Canada, will air a six-week run of Play2Win starting Dec. 21. It fills the after-midnight timeslot at the week’s end (Thursdays, 1:05 am – 3:05 am; Fridays, 3 am – 5 am; Saturdays, midnight – 3 am), plus a Sunday afternoon broadcast from 2 pm to 4 pm.

Viewers can win cash from the comfort of their own living rooms as they participate in games that are played in the studio – such as Lettershake, Guess the Word, Pyramid, Fair & Square, ABC and Sudoku. Play2Win is produced in association with Amsterdam-based 3Circles Media.

Play2Win is Participation TV… a first of its kind in Canada,’ says Chum VP content and business development Maria Hale. ‘Not only is this a new direct revenue stream for CHUM, it also provides a new sponsorship opportunity for our clients.’