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Scream TV to lose gore after Dusk falls this September

Specialty channel Scream TV is toning down the gore - as of Sept. 9, Scream will be known as Dusk, Corus Entertainment announced today. The move is an attempt to become more female-friendly by adding supernatural and paranormal series, and in turn attracting more advertisers, according to a Dusk representative.

Scream TV typically airs horror movies with repugnant names (Corpse Grinders, for instance) and series like Friday the 13th. Last year it added Emmy-nominated murder mystery drama Supernatural, which is credited with raising the channel's female 18- to 49-year-old-demo by 100%, explains Jim Johnson, VP, marketing, Dusk.

"We're adding more suspense, thriller and supernatural programming and taking away much of the gore. The new Dusk will feature bigger Hollywood premieres and greater star power," Johnson tells MiC. Fall titles include Supernatural Season 4, plus films like The Black Dahlia, Along Came a Spider and The Gift.

A national campaign will promote the rebranding, Johnson adds, with emphasis on Toronto and Vancouver. The campaign will be a combination of media including print, radio, transit, online and national specialty. Dusk will be available in the same homes as Scream - more than 1.6 million - with the hope of significantly growing the female demo after the relaunch.

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