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CTV's upfront a Canadian celebration

As I made my way downtown to CTV's upfront presentation yesterday with a few of my colleagues, we wondered what news the network would have to share with us. We all agreed that the summer-like weather and the Four Seasons Centre for the Performing Arts provided an excellent backdrop to whatever news came our way. The crowds assembled quickly and the presentation began promptly at 4 pm.

During the next 90 minutes, CTV showcased its strength in the marketplace. It's been Canada's #1 network for seven consecutive years, with 18 of the top 20 programs, including CSI: Miami, Criminal Minds and Desperate Housewives. As Susanne Boyce, president, creative, content and channels, said, "Those 18 programs are all back."

CTV boasted about owning Canada's #1 series overall and #1 reality series, American Idol, Canada's #1 drama series, Grey's Anatomy, and Canada's #1 comedy, Corner Gas (pictured).

These stats were not news to most of us. Nor was it surprising that A (formerly A Channel) is being positioned as a "complementary channel to CTV," and the testing ground for new shows. Many programs that were new last year and did not have a chance to air very long before the writers' strike will return this fall on A, including Dirty Sexy Money, Pushing Daisies, Private Practice and Gossip Girl.

As optimistic as we media buyers would like to be about this strategy, our experience only makes us shudder at the predicted onslaught of program changes that will ensue. Nonetheless, the schedule announced yesterday was a good starting point, with 75% of its weeknight prime time in simulcast.

What was new was the time and attention given to Canadian programming at the presentation. "Our strategy is to originate more of our own programs in order to better control our destiny," said Ivan Fecan, president/CEO of CTVglobemedia and CFO of CTV.

Broadcasters, advertisers, media agencies and consumers all experienced the pangs of this past season's writers' strike. To mitigate any such future vulnerability, CTV has invested more in homegrown productions. Interestingly, two new Canadian series have been purchased south of the border. But, as Fecan said, "it's reverse simulcasting. They will follow our lead."

We learned about seven new series this fall, four to debut on CTV and three on A (see below).

With all that's new about CTVglobemedia, it was fitting for Fecan - who referred to the broadcaster's recent CHUM acquisition - to remark on how far CTV has come in the past 10 years, since the days of BBS (and I know some of the buyers around me had no recollection of those days).

It was also a time to say farewell to the Canadian success story Corner Gas, now in its last (sixth) season, to welcome an as-yet-unnamed new Canadian daytime series hosted by Citytv star Marilyn Denis and to highlight an all-new season of Canada's Next Top Model.

I am Valerie. And I am Canadian. Proud of it too, even when subjected to embarrassing moments. Yes, you know what I'm talking about - certain dancing clips from last year's fall presentation that made their way into this year's presentation. I certainly did not expect that!

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