No need to call your eye doctor, those really are the animated fish from Disney-Pixar’s movie Finding Nemo on the Rogers Aquarium Channel.

The movie comes out in 3D in theatres this September and Walt Disney Studios Canada wanted to give its famous fish characters Nemo, Dory, Marlin and others a promotional splash for their next appearance on the big screen. Over the next 25 days the gang will be the stars of Channel 205, temporarily referred to as the “Finding Nemo Channel.”

Rogers and the entertainment company have a history together, having worked on an in-show integration for Canada’s Got Talent last year, Barb Matheson, director of publicity, Walt Disney Studios Motion Pictures Canada, tells MiC. She adds that the channel takeover (negotiated and facilitated by agency Carat) is a “perfect thematic fit” for the brand and its animated film.

To drive eyeballs to the fish channel, Rogers will air a two-minute feature spot on its Channel 1, as well as place banner ads on the Quick Start Menu on Rogers cable TV guide.

Matheson says that the channel stunt, a first for both parties involved, is complementary to the brand’s overall media campaign, which also involves trailer ads placed by Carat across major TV properties of broadcasters Bell, Rogers, Shaw, Corus and Astral. The brand is also looking into placing online advertising on the media partner websites. Also, a promotional partnership with Brita is underway as well as OOH advertising in eight markets across Canada, she adds.