Canada’s Next Top Model searches for brands

New Citytv reality series Canada's Next Top Model is scouring the country for participants - and they're looking for brands too. The new show is slated to air mid-May 2006 and is the Canuck version of the Tyra Banks-produced America's Next Top Model. Roma Khanna, SVP of content at CHUM says brand integration is inevitable. 'The show's [content] is built around marketing integration as the challenges in modeling are made of situations where competitors are promoting make-up, for example. We're hoping to find a sponsor that will seamlessly integrate into the show.' Khanna says the net is aiming to sign a sponsor with multiple brands, much like the deal signed with Procter & Gamble for the MuchMusic VJ Search reality series.
By Staff 
November 22, 2005

New Citytv reality series Canada’s Next Top Model is scouring the country for participants – and they’re looking for brands too. The new show is slated to air mid-May 2006 and is the Canuck version of the Tyra Banks-produced America’s Next Top Model. Roma Khanna, SVP of content at CHUM says brand integration is inevitable. ‘The show’s [content] is built around marketing integration as the challenges in modeling are made of situations where competitors are promoting make-up, for example. We’re hoping to find a sponsor that will seamlessly integrate into the show.’ Khanna says the net is aiming to sign a sponsor with multiple brands, much like the deal signed with Procter & Gamble for the MuchMusic VJ Search reality series.