The Pet Network, Canada’s only television destination entirely dedicated to informative and entertaining stories about the animal companions who share our lives, will re-launch on November 12 with refreshed branding, a vibrant new on-air look and a revitalized program schedule.
The updated look and feel is designed to present a brighter, cleaner and more playful identity that will work across all platforms and resonate with the station’s adult 25-54 audience. The new creative was developed byAlisa Kerr, creative director of Victoria, B.C.-based HIDEF Productions Inc.
“This repackaging communicates the strength of The Pet Network’s program offering and reinforces our commitment to the brand mission: delivering stories that foster compassion, care and a deeper understanding between people and their pets,” said Jenny Norush, Director of Marketing for Toronto-based Stornoway Communications, which owns and operates The Pet Network.
The new look will be evident on The Pet Network’s redesigned Web site (www.thepetnetwork.tv) and in all of the station’s on-air branding, including tactical and image creative and a new series of channel IDs that will explore the connection Canadians feel with their four-legged friends.
The rebranding effort will accompany the launch of The Pet Network’s new 2012-2013 program schedule. Don Gaudet, Stornoway’s Vice President of Programming, says the lineup has been reorganized to make it easier for viewers to find their favourite programs, and to encourage appointment viewing.
New program offerings in 2012-2013 will include the return of The Pet Network original in-house production Fido & Wine, a one-of-a-kind series for viewers who want to prepare healthy, homemade meals for their pets.Pet ER, a docudrama series on emergency veterinary medicine, produced by Newfoundland’s Best Boy Entertainment, will also return for a new season.
Said Mr. Gaudet: “Fido & Wine and Pet ER are unique, made-in-Canada titles unlike anything pet lovers will find elsewhere on TV. We are delighted to have both coming back with brand new episodes.”
New program acquisitions include: Hope For Wildlife from Halifax, N.S. production company Arcadia Entertainment, a documentary series about Hope Swinimer’s unique wildlife rehab centre in Nova Scotia; Animal Cops: Houston, a documentary series following the work of Houston’s SPCA, from UK distributor ITV Studios International; and additional episodes of the viewer favourite Animal 24:7, a series on Britain’s RSPCA from UK distributor Electric Sky. In addition, the channel is acquiring new titles to refresh its lineup of animal movies on Sundays.
The Pet Network will also add new documentary titles to its popular ‘Pet Docs’ strand, including North Paws, from Nova Scotia’s Nexus Media, a film that takes a compelling look at the work of animal rescue volunteers in remote Northern communities, and Talent Hounds, from Toronto-based Hop To It Productions and BookShorts Inc., which explores the changing roles of dogs in human lives.
A new marketing and promotions campaign will support The Pet Network brand re-launch. A free preview on Rogers will run from November 29 to February 4, giving 1.7 million-plus cable subscribers the opportunity to sample the channel’s programming lineup. A fun consumer promotion, The Pet Network Talent Search, will launch on December 3, inviting Canadians to share videos of their pets’ best tricks for the opportunity to be showcased on air and win an iPad Mini.
The Pet Network has also signed on as broadcast media partner for the 2013 All About Pets Show, Canada’s largest pet show dedicated to promoting responsible pet ownership. The All About Pets Show takes place March 29-31, 2013 at Toronto’s International Centre.
Advertising, promotional partnerships and sponsorship opportunities with The Pet Network are available at launch, throughout the Rogers free preview, and on an ongoing basis.
Said Don Pagnutti, General Manager and CFO of Stornoway Communications: “We believe The Pet Network has tremendous potential for growth. Canadian families provide homes for more than 20 million dogs, cats and other animals, and spend almost $9 billion a year on their pets. With its new look and new schedule, The Pet Network offers more than ever to engage, inform and entertain these pet-loving Canadians.”
