Bell Media, the owner of some of Canada’s most popular channels, CTV and MuchMusic, is undergoing serious re-branding of its networks. The problem lies in the fact that there is no obvious distinction among the music channels in Canada. MuchMore, a channel previously thought to be a spin-off of MuchMusic, will as of this month be called M3. The channel is now targeted toward an adult audience within the 30’s age rage, moving away from its teen audience with the premier of the new show Reign, depicting the life of the young Queen Mary of Scotland. MuchMusic is altering its programming to include re-runs of comedy series such as the Simpsons and Jimmy Fallon, shows which are relocating to MuchMusic from the Comedy Network.

This new image of MuchMusic is particularly represented by Degrassi’s move to MTV Canada. Degrassi is Canada’s longest running television drama, and the premier of its talk show style discussion show, After Degrassi, is appropriate for MTV due to its emphasis on reality programming. The Canadian Television Industry forum demonstrates the confusion that current consumers have between channels. It is clear that the channels wish to emphasize their points of difference, rather than being three music channels in Canada offering very similar programming.

Sources: http://www.marketingmag.ca/news/marketer-news/muchmore-changes-the-channel-rebrands-as-m3-89194

http://www.theloop.ca/showbiz/tv-guide/news/article/-/a/2747808/-Degrassi-moves-to-MTV

Degrassi’s new MTV-style promotion picture