Shaw Media launched its newest channel, Twist TV, yesterday. The channel is airing shows with real-life stories such as Little Miss Perfect, Dad Camp and Crash Test Mommy, which take regular life situations and gives them a twist, Solange Bernard, director of marketing strategy, lifestyle channels, Shaw Media, tells MiC. Show-specific sponsorships are available on the channel.

The ad campaign to promote it is focused mainly in Ontario at 25- to 54-year-olds, mostly women, and was created entirely in-house. Shaw also handled the media buy.

On-air promos will run on Shaw channels and across US channels TLC, A&E and TBS. Radio spots will air on stations in Toronto, Ottawa, Kitchener and London.

Online, the new channel will be doing a homepage takeover of YouTube on Nov. 8 and will be placing pre-roll on Best Celeb Gossip and the Access Hollywood and Entertainment Tonight websites.

The print campaign will be running nationally in newspapers in most major markets.

‘We developed our image campaign to really play up the tagline ‘Life throws curves,’ and we wanted to choose media vehicles that allowed us to tell a story and demonstrate the depth of programming on the network,’ Bernard says.

The channel is launching with a preview month that reaches 5.7 million homes, including 2.1 million through subscription.