TVO turns the lens on sponsors

TVO is launching a series of photography docs next month, and is highlighting sponsors Henry's and Canon online and off.

May is Photography Month at TVO. The Ontario network will air 15 documentaries about photography next month, as part of its sponsorship of the month-long Contact Photography Festival in Toronto.

Accompanying the special programming is a contest where viewers can collect special keywords that appear on-screen during each documentary. The keywords can then be entered online at for a chance to win a $1,000 digital camera package from sponsor Canon, which, along with camera retailer Henry’s, has category exclusivity.

TVO is also promoting the series with a 30-second TV spot. Off air, there’s a poster push, and postcards promoting both the contest and the programming will be distributed at Contact Festival locations.

The docs will air Sundays at 9 pm starting May 3, and Mondays, Wednesdays and Thursdays at 10 pm starting May 4. The Sunday and Thursday films will be introduced by acclaimed Canadian photographer and filmmaker Edward Burtynsky.

Sponsors will receive exposure through the on-air promotions for TVO Photography Month, as well as on and the accompanying microsite. Sponsors also have the opportunity for a 15- or 30-second brand message at the beginning of the films.

TVO had 10 million viewers last broadcast season, and last year TVO’s websites had 3.5 million unique visitors, according to Google Analytics.