Skip to main content

MTV Canada will return to Canadian television March 21, the CTV network revealed yesterday as it announced plans for the launch of its domestic version of the U.S. pop-culture channel.

The debut could spark a battle for viewers with CHUM Ltd.'s Much Music station, which also offers music-related and celebrity focused content. However, CTV said the new version of MTV Canada will be based on lifestyle and talk programming, rather than music and videos.

Both companies are also expected to compete fiercely for digital audiences, bolstering their on-line offerings with downloadable shows and pushing towards broadcasts for cellphones.

Story continues below advertisement

The Canadian network's first broadcast will be MTV Live -- a Canadian talk series that takes to the air at 6 p.m. that day. The announcement came as CTV began shoring up advertisers for the launch.

"Starting today, MTV is officially open for business," MTV senior vice-president and general manager Brad Schwartz said in a statement.

As MTV has done in many markets around the world, the network and CTV are creating a local version of the brand. Further programming will be announced closer to the launch date, CTV said in a statement.

CTV also plans to run MTV programming on its main network and is expected to make downloadable content available through its website. MTV Canada will also have access to its U.S. partner's digital assets, which include a music downloading site that will be launched later this year in a partnership with Microsoft.

"In the coming days, other MTV programming, both for the MTV channel as well as for the CTV network and other media platforms, will be revealed," CTV said.

The launch date for MTV Canada has been a closely guarded secret within CTV, which secured the rights to operate a Canadian version of the U.S.-based pop-culture network last year.

Yesterday's announcement comes a week after CTV said the channel would be housed at Toronto's historic Masonic Temple, where it has installed a three-metre by four-metre MTV Canada logo.

Story continues below advertisement

The MTV Canada licence was held by Craig Broadcasting, which ran some of its content on the A Channel network.

The MTV brand became available after Craig was bought by CHUM. MTV was allowed to pull out of the deal because of the ownership change.

CTV's incarnation of MTV Canada requires the network to operate the station under its TalkTV licence, but the network may also apply for an additional digital cable channel to add to the main programming. CTV is a unit of Bell Globemedia, which also owns The Globe and Mail.

Report an error Editorial code of conduct
Tickers mentioned in this story
Unchecking box will stop auto data updates
Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

Comments that violate our community guidelines will be removed.

Read our community guidelines here

Discussion loading ...

Cannabis pro newsletter