S-Vox has attached a new brand to its stations in Vancouver and Winnipeg, rechristening CHNU and CIIT Joytv 10 and Joytv 11, respectively.

The local, over-the-air stations – known as OMNI 10 and 11 under previous owner Rogers Broadcasting – will relaunch on Sept. 1 with simulcasts of US programs including 60 Minutes and Smallville running alongside stock-in-trade religious programming.

The new names and fresh tagline (‘It’s all good’) reflect the ‘vibrant, upbeat and energetic’ spirit of the stations and their programming, said S-VOX CEO Bill Roberts in a statement. ‘There is a positive, youthful energy in the Vancouver and Winnipeg markets, and we have sought to capture this in our branding.’

Upon approving the change of ownership earlier this year, the CRTC loosened the licences for both stations, relaxing limits on ethnic programming while allowing simulcasts of foreign shows, leading to a fall schedule that also lines up with US days and times for CW’s Supernatural and One Tree Hill, and 48 Hours Mystery on CBS.

‘Christian ministry and multicultural programming’ will round out the schedule, says S-Vox, which also owns VisionTV and The Christian Channel. The broadcast days of both Joys are required to be 75% religious programming, 50% during peak time.

The Joys have also picked up syndication runs of The Practice, Third Watch and Stargate SG-1, and will continue to share the half-hour talk show The Daily with Mark & Laura-Lynn with VisionTV. An hour-long edition of the show, hosted by former footballer Mark Washington and broadcaster Laura-Lynn Tyler Thompson, will run on Sundays starting next month.

The new brand name comes from Toronto-based agencies Cundari SFP and Loopmedia, and will be supported by a campaign that includes outdoor, print and radio advertising, plus visibility at Vancouver’s Pacific National Exhibition.

From Playback Daily