The clone-crazed and formulaic nature of the gazillion-channel universe provided a trigger for the new Movie Network campaign ‘Not Regular Television.’ The result? Two commercials that stress the uncut and commercial-free nature of The Movie Network by satirizing the detritus of commercial television – one is a crime scene investigation spoof and the other is a mock spot starring a dipsomaniacal spokes-icon.
They also have a ‘not regular television’ buy. They’ll be on the big screen this month and next at GTA Famous Players, as well as on-screen at Ontario Future Shop locations where the spots will air on the programming wheel feeding the 200-odd in-store sets. Media Experts, Montreal, helmed the media plan and buy. The Future Shop deal is actually a repeat performance for the Movie Network, which previously aired season three of The Sopranos in-store. The thinking? Lots of people go to the Future Shop to pick up set-top boxes, so are an ideal audience for the service. The spots also have a six-week TV flight starting Jan. 17, and the buy includes the Super Bowl, The Academy Awards and the Grammies, as well as time on CSI, American Idol and The Amazing Race. Creative is by Taxi.

On April 19, Freeset Interactive, of Montreal, will showcase a sophisticated new advertising medium in the Mobile Digital Commons Network, a project financed by Heritage Canada.
The Human Locator is an interactive tool that allows the advertiser to display or project video, sound and animation. It analyses a camera feed in real time, sending detailed information about people’s location, size, and movements. This data is then used as input to control projections, video, graphic animation, and sound. The device offers a complex analysis procedure and precise controls for accurate tracking in a variety of conditions. The Human Locator works with industry-standard Flash MX software, PC hardware and is compatible with a wide range of projectors, LCD screens and audio systems.
The global cost of a project using the Human Locator includes licensing, development, and hardware. Due to the range of possible uses, it can be anywhere from $5,000 to $500,000. Freeset Interactive includes technology, communications and multimedia professionals on its staff. Its CV features a Gold World Medal at the New York Festivals Awards 2004.
http://www.freeset.ca/locator/

Montreal-based Zoom Media has introduced an additional option for its ad panel postings. Made of curved plexiglass, 13 X 17 feet, the new structure is integrated into the traditional panels already available from the company. The curvature makes it possible to present objects in relief.
http://www.zoommedia.com/

The Toronto Transit Commission is ready to debut its new private digital advertising network this January in conjunction with Citytv. OneSTOP Toronto, the operator of the advertising network has negotiated an exclusive content sponsorship agreement with CHUM Television to provide the news, sports and weather content on the digital signage, which will be accompanied by real-time transit information provided by the TTC.
When the network kicks off in January, the first stage of the project’s implementation will involve 40-inch LCD screens placed in high-traffic subway stations. These will be followed in mid-spring with on-train screens. The oneSTOP network, will reach over 800,000 commuters daily.

Toronto-based Dexit has given Media Experts, also of Toronto, media planning and buying responsibilities for its business. Dexit is a new business category offering an alternative to using cash in which customers can pay for purchases by ‘tapping their Dexit tag.’ (The device is a keychain tag one loads with money.)
Dexit is currently building a network of strategic licensees and partners in the GTA, with plans to expand elsewhere in Canada and internationally in 2005. Selina Waxman, Dexit’s director of marketing, sites Media Experts’ ‘fresh and innovative approach to media valuation’ (See ‘Going Metrics,’ Strategy, December 2004) as being a key element in choosing the company to deal with ‘the diverse needs of a brand new business category.’
http://www.mediaexperts.com
http://www.dexit.com