Space, Bravo, Comedy, and Gusto will become CTV Sci-Fi, CTV Drama, CTV Comedy, and CTV Life.
Translation... CTV is increasing it's brand name brainwashing campaign. The current CTV branding is so intrusive, pervasive and obnoxious it make me want to gag every time I see it. It represents the worst kind of corporate self promotion on any platform. It reeks of the type of macho paternalism that the most Canadian businesses (apart from male dominated sports) try to avoid.
We are doubling down on the strength of CTV and are incredibly excited about the CTV super-hub as a sponsor-friendly platform that will greatly expand discoverability for viewers,”
Combined with the newly created digital ad inventory from CTV Movies and CTV Vault, we are dramatically increasing the opportunity for advertisers to reach our audiences.
Key phrases, "sponsor-friendly platform" and "opportunity for advertisers."
Translation... CTV is increasing the amount of intrusive advertising and making it more difficult to avoid. As a side effect, many of Canadians' favourite movies and TV programs will become unavailable in an ad free format.
In summary... This rebranding accomplishes several things, none of which is good for consumers. Replacing traditional network names that are licensed from US networks that produce the content and replacing them with CTV brands will obfuscate the programming source and disguise product dilution. The creation of a "super-hub" will further that effect. The "ad-supported VOD services" will increase digital advertising significantly. These changes are designed to increase CTV revenue (and CEO bonuses) while running counter to what consumers want.
It is becoming increasing apparent that Canadians are voting with their wallets to reject ad supported content and pay for ad free OTT content. I suspect that these changes will drive more people away from regulated, BDU owned broadcasting services toward new OTT services such as Netflix.