CTV takes care of digital business for the Juno Awards

The Bell Media channel has launched Juno Tribute Nation, an online initiative that aims to engage Canadians with the upcoming music awards and asks them to upload a version of Bachman-Turner Overdrive's "Takin' Care of Business."

The 2014 Juno Awards is getting a digital boost ahead of its broadcast on March 30 from Winnipeg’s MTS Centre on CTV with the launch of Juno Tribute Nation.

Pitched by Secret Location, the digital execution, which also includes work from Bell Media, the CARAS and Insight Productions, encourages Canadians to upload a version of Bachman-Turner Overdrive’s (BTO) “Takin’ Care of Business” onto the Juno Tribute Nation site at Junotribute.ca. Submissions will be accepted from now until March 3, when a collection of the entries will be compiled to create a video to be unveiled during the Juno Awards broadcast, where BTO will be inducted into the Canadian Music Hall of Fame.

Mike Cosentino, SVP of programming for CTV Networks says the site was designed with sponsorship opportunities in mind, adding there is not currently a client signed on as a sponsor.

The site will be promoted through a marquee ad on CTV.ca and a 30-second promo spot that will run on CTV and CTV.ca featuring Bell Media personalities from shows like The Social, Innerspace and After Degrassi sharing their take on the song.

Cosentino says the execution aims to generate buzz for music lovers, particularly adults 18 to 54, ahead of the event without distracting from the actual broadcast.