CTV BC has kicked off a three-minute digital version of its local noon newscast designed specifically for smartphones. The CTV News Digital Edition is hosted by CTV British Columbia News anchor Coleen Christie, and is free and requires no app installation.

Each digital edition will be available for 24 hours until it is replaced by the next noon newscast.

There are pre-roll and post-rolls opps on mobile, as well as banner and pre-roll opps on the website, where people can watch the digital newscast on their desktops. There’s also a television component to sponsorships, with the advertiser mentioned in promos for the three-minute news show, Tom Haberstroh, VP and GM, CTV British Columbia, tells MiC.

‘The trick now is to find clients and customers that feel that this offering fits in with their strategy,’ he says. ‘It may be a restaurant that thinks, ‘if people are consuming this at noon and they’re out there and they haven’t made a decision on where they’re going to eat yet, this might influence them.’ So this could open a door up to some clients that are really looking at the mobile space.’