
Tuning into the future
Stand aside traditional O-O-H media; Toronto-based Outdoor Broadcast Network has turned it up a notch with its leading-edge approach to advertising. It’s both dynamic and offers a quick turnaround time – and it’s touted as never having been done before.
But what exactly is ‘it?’
It’s a live tuning link speaking directly to drivers and pedestrians via outdoor video boards – whatever flashes up on the board can be picked up by the radios of passersby who are tuned in.
In this case it’s Q107 that provides the live tuning link and as people pass by the video boards placed at busy Toronto intersections, they’re delivered the message of music, which support the radio station’s ‘unique playlist and personalities.’
The video boards broadcast more than two million impressions weekly at Yonge Street (south of Bloor), Fairview Mall and One Richmond Street. An 18-story multi-media tower at the Toronto Eaton Centre will be up and running by late November. Each board is site addressable and can be customized.
http://www.obn.ca/

People — Passages, Moves & News
Giles Gherson has been appointed editor-in-chief at the Toronto Star. Gherson has 26 years of experience in journalism and is currently editor of The Globe and Mail‘s ‘Report on Business.’ His new posting is effective Sept. 27. This is a newly created position. Managing editor Mary Deanne Shears will report to Gherson.

Research Watch
Sept. 10, 2004
NADbank
2004 Toronto Spring Sample
Readership sample for the Toronto market.
For more info, contact MeLing Johnston (416) 923-3569
Sept. 10, 2004
NADbank
2004 Montreal Spring Sample
Readership sample for the Montreal market.
For more info, contact MeLing Johnston (416) 923-3569
For a table of upcoming reports, visit http://www.mediaincanada.com/researchwatch/

Events
Marketing in a Digital World, Sept. 9, San Francisco, 310-939-9252, http://www.i20events.com/sanfran/
Media Buying Academy, Sept 13-16, NYC, 1-800-MBA-BUYER, http://www.mediabuyingacademy.com
For a list of upcoming industry events, visit http://www.mediaincanada.com/events/

CTV Newsnet wants to go head-to-head with U.S. cable news competition
CTV News is asking the CRTC to revise the licence of CTV Newsnet to put it on a more competitive footing with all of the U.S. news services now beaming into this market – and the ones trying to gain entry.

Hits & Misses: Some of the industry’s top broadcast specialists offer their take on the new fall TV season
Media in Canada has asked some of the industry’s top broadcast specialists to give their take on the new programs being offered this fall. We will be revealing their picks and pans in the weeks running up to the launches.

Telmar Peaktime media tool will be coming to Canada
Media planning systems supplier Telmar, of New York, has acquired Peaktime, a TV planning and yield management system developed in Europe. The resulting unit, called Telmar Peaktime S.A.S., will expand Telmar’s customer base to 30 countries, including Canada. The system enables users to track real-time performance of TV audience delivery in a graphic interface.
Other Peaktime products available in Canada include the new yield management software, which reports yield on TV plans, measures ROI and presents the findings in a simple, understandable format. The software works with all types of meter data. Telmar’s Canadian subsidiary Telmar Harris is also introducing a new service, Cross Tab Lab, to Canada. The system uses industry studies, such as PMB, or proprietary studies combined with advanced coding to help planners identify a number of factors such as product loyalty.
http://www.ca.telmar.com.

New Canadian mag brings history alive for kids
The National History Society is planning a new magazine for children, called Kayak. The mag will take an entertaining look at history and is aimed at tweens. Kayak will appear six times in 2005, with its premiere issue coming this December. Circulation for the first issue is planned at 70,000, with 20,000 to 25,000 copies for ensuing issues. The cost of a one-time, four-colour ad is $2,950.
Kayak is a spin-off of The Beaver, an 84-year-old Canadian history magazine for adults.
http://www.kayakmag.ca/kayak/index.html
http://www.historysociety.ca/index.asp

Radio Canada revamps its Web site
Timed with its fall programming, Radio Canada has given its all-French site a facelift. The Web site comes complete with a new welcome page and visitors can check out the updated sites of the various television series and sports statistics.
Additionally, the site will offer more segments of audio and video with special sections like sports statistics.
http://www.radio-canada.ca/television/

Microsoft to launch online music store
Microsoft is planning to take on Apple in a new way with a much-anticipated foray into the online music business. The MSN online music store is anticipated to debut alongside Microsoft’s Windows Media 10 player launch and will be compatible with nearly 60 digital music players, although not Apple’s iPod.
Microsoft expects 130 million people to visit its music download store – apart from the 300 million who come to the MSN site.
http://www.microsoft.com/windows/windowsmedia/mp10/default.aspx
http://www.msn.com/

Teletoon’s fall season loaded with ad opps
Beginning Aug. 28 and carrying through until Oct. 1, Teletoon is launching everything new (and including one series finale) – from Atomic Betty, Braceface, The Flintstones Flyer, The Tofus, Zeroman, Delta State, The Brak Show, Futurama to special movie presentations Dragons: Fire and Ice and Scooby Doo.
And along with Teletoons fall season launch comes ad opps galore.
‘We have multi-media opportunities with on-air promos, online presence and a magazine (Not for Adults) that we can customize for clients,’ says Leslie Krueger, director of marketing and promotions at Teletoon.
‘And for Teletoon Canadian original productions there are opportunities for more extensive tie-ins depending on the product.’

Advertisers can hitch a ride with history buffs
Whether it’s visiting a historic Canadian landmark or journeying to an illustrious battlefield, History Television’s new travel Web site, HistoryTravel.ca, lets those particular aficionados plan it all.
The new site, launched in August, already has partnerships with international tour operator Collette Vacations and VISA offering discounted travel theme packages – but there’s always room for more ad opps. Designed for the travel-targeted advertisers, HistoryTravel.ca, has a variety of opportunities, from sponsoring a trip to purchasing banner sites.
http://www.historytelevision.ca/

Space launches new miniseries in Canada
The highly rated and watched U.S. series, The 4400, is making its debut in Canada on Space with a special two-hour pilot on Sept. 22. This five-hour drama series follows 4,400 people who have disappeared from various parts of the world and are suddenly returned to present-day Earth after being missing for an extended period of time. The 4400 tracks their re-entry into the world, the impact it has on them and those they left behind and how the rest of the population react to their assimilation.

Can there be more than one bachelor at a time? Apparently so
With the sixth edition of The Bachelor rolling out Sept. 22, it promises to have the same accoutrements found in the previous shows – but with a twist. This time the 25 bachelorettes, aged 26 to 39, will handpick their bachelor in the ‘Ladies Choice Ceremony’ when The Bachelor premiers on Citytv in Toronto and Vancouver next month.
Among the other firsts for the series, will be having the selected bachelor move into the women’s villa for the show’s entirety.

Recognizing the Canadian urban music scene
The 6th annual Canadian Urban Music Awards (CUMAs) will be hitting CBC Oct. 21. The event celebrates the best in our nation’s urban music industry and recognizes the artists and behind-the-scenes personnel who drive the urban music scene in Canada. It takes place at the John Bassett Theatre inside the Metro Toronto Convention Centre.