Rogers Media has launched Breakfast Television Montreal on City Montreal, becoming the second English local morning show in the Montreal market (the first being Global’s Morning News, which launched in January).

Hosted by Alexandre Despatie and Joanne Vrakas, the morning show is launching with sponsorship deals from Dempsters for breakfast food on the set and The Brick for actual set pieces, Paul LaFleur, VP, media sales and client solutions for Rogers Media in Quebec, tells MiC.

LaFleur says other sponsors are in talks to sign on with the broadcast and digital sides of the show, but are not yet able to release details around the deals.

Bob Babinski, executive producer and local content manager, City Montreal, says BT provides an “opportunity for a modern, urban-looking show that is really trying to connect with modern Montreal.”

City Montreal launched in February of this year, following CRTC approval for Rogers Media last December to convert the English-language Métro14 Montréal.