Jim Pattison Broadcast Group is rebranding as Pattison Media.

Effective May 1, the change is positioned to reflect the company’s evolution beyond terrestrial radio and television.

“Radio and television will be in our DNA for a long time to come,” Pattison president Rod Schween said in the release, “but especially since the arrival of the COVID pandemic, we have seen an acceleration of the changes in consumer habits, and therefore are committed to embracing and accelerating our involvement in new platforms.”

The company identified digital strategy and services as an area of growth outside of its legacy audio and television offerings a number of years ago, and made moves in that direction acquiring a partial stake in Edmonton-based digital agency, Lift Interactive in Nov. 2019.

The company has operated under the Jim Pattison Broadcast Group moniker for more than 20 years, and the new look incorporates three “Js” – a nod to owner Jimmy Pattison – reportedly symbolizing the three media components at the foundation of the company:  audio, video and digital. “The subtle ‘play button’ in the middle of the new mark is also a universal symbol of moving forward, which we wholeheartedly embrace as we prepare our organization for post-COVID times,” Schween explained.

In support of the rebrand, the company is launching a $16 million business revitalization campaign called Amplify Canada, supporting markets nationwide where Pattison Media operates. It is a year-long initiative launching on all Pattison Media platforms on Canada Day, featuring local business, community groups and individuals who have made a mark in their respective markets. More specifically, with 48 radio stations, three TV stations and 17 news outlets, Amplify Canada initially targets 36 Pattison media markets across B.C., Alberta, Saskatchewan, and Manitoba,

Amplify Canada will feature PSA campaigns, news stories, business profiles, contesting, on-air announcements, online and social media campaigns, and podcasts encouraging consumers to “Think Local” first. Each Pattison Media market will have its own locally-branded Amplify Canada website.

Members of the public will be called upon to nominate local businesses, non-profit groups, or individuals through Pattison Media websites, where they’ll be entered to win weekly and monthly prizes, culminating in a grand prize valued at $10,000 awarded in June 2022.

Pattison Media is headquartered in Kamloops, B.C. and a division of Vancouver-based privately-held media group, the Jim Pattison Group.