Bite TV is narrowing its audience target after research on viewership over the past few quarters led the Blue Ant Media-owned comedy channel to undergo a rebrand to better reach a younger male audience age 18 to 34. Previously the channel, which first launched in 2005, targeted a more general audience of adults age 18 to 49.

Still under wraps while going through final approval, the new brand imagery (developed by AmoebaCorp) will be revealed in early October along with a fall marketing campaign for its new schedule, Jennifer Mason, director, marketing and communications, Blue Ant Media tells MiC.

The brand will also use the limelight from its two-month free preview in October and November, which Mason says will reach 8.5 million households in Canada, to present the new design. “We’re really just taking advantage of a [time period] where there is already a lot of buzz and promotion to unveil the new look,” she says.

“We started to gain traction and decided to evolve the brand to continue to attract that younger male audience,” she adds. “Last fall, we focused our attention on the GTA commuters and there was definitely a different mindset. But we realized that we need to go after the people who are watching us.”

The campaign is still in its planning phase, but Mason notes that digital, social media and mobile platforms, where it has placed limited advertising before, will most likely be on the table. “For us to be able to reach [the younger male audience], we need to be in the spaces where they’re already consuming media,” she says.

Sponsorship and advertising opportunities are available for the new fall shows which include stand-up comedy series Live From Amsterdam with Russell Peters, as well as Brit series The Inbetweeners (pictured) and sketch comedy show Blue Collar TV.