We’ll build this City on localness, independence and strategic programming buys: Rogers

Citytv as owned by Rogers Broadcasting Ltd. will combine the independence and regionally influenced flavour the channel is best known for with the freedom to acquire the first-run US programming required to be competitive. Edginess, however, will not be part of the equation. "Ultimately we came up with a definition for Citytv: localness, urban reflection and reflection of the diversity of the audience," said Rael Merson, president of Rogers Broadcasting, at today's CRTC hearing in Gatineau QC considering Rogers' application (CRTC 2007-9) to acquire Chum Ltd.'s five Citytv stations. "Edginess has never been part of the vocabulary for us."Edginess, it seems, has become somewhat of a punch line at the CRTC since CTVglobemedia leaned so heavily on it as the quality that set Citytv apart from its own stations when it was trying to maintain City as part of its acquisition of Chum in June. With less concern about running afoul of the common ownership policy - Rogers' Omni stations devote the majority of their schedule to programs produced in third languages - Rogers was able to focus more on what Citytv will look like, and how it will flourish, under its guidance. "City must sort out its conflicted priorities," said Merson during Rogers' opening remarks to the commissioners. "The stations must move away from specialty-driven initiatives in programming genres like science-fiction and establish a more consistent programming approach, one that is more reflective of a re-focused brand and vision for Citytv." Indeed, the synergies with Chum's stable of specialty channels had been a trademark of Citytv, and removing the station will bring both opportunities and challenges. Taken literally, CRTC chairman Konrad von Finckenstein questioned Rogers about the physical removal of Citytv: where is it going? Who is Chum and who is City? How is this removal progressing? "Transition agreements allow for up to three years," answered Tony Viner, president and CEO of Rogers Media. "I have a boss who would like to allow up to three weeks." The compromise, it seems, is 18 months, which Viner said is aggressive but achievable. On the programming side, Merson said it will be difficult to replicate the synergies that existed between City and the other Chum stations. But on the flipside, removing the station from its dependence on the specialty channels will force it to take a shot at competing with CTV and CanWest in primetime, namely by acquiring promising new series from south of the border. "One of the things we think has handicapped City in the past few years is this toe-in-the-water approach to acquiring US programming," said Merson. "You have to get all in." That's not to say City will immediately take a place on the top of the heap if the Rogers acquisition is approved, and Rogers knows this. "It will continue to be difficult to compete for the acquisition of top-20 simulcast programs," said Leslie Sole, Rogers' CEO of Television, during the opening remarks. "CTV and CanWest have significantly greater scale and distribution, and City will have to carefully pick its spots, making strategic and opportunistic program buys that incrementally build audiences and revenues over the long term." During questioning from the commissioners Sole added that Rogers will investigate the opportunity to acquire programming from around the world, not simply focusing on shows from NBC, CBS and ABC. What Rogers has no interest in is trying to transform City into a third version of CTV or Global by running the same programs at all locations across the country. For instance, Citytv Vancouver, unlike Citytv Toronto, doesn't have a 6:00 PM news program because the local market didn't respond to one. "We think one of the benefits of City is it's not a cookie-cutter approach and has adapted to the local market," said Merson. "So no, we will not change that at all."

We’ll build this City on localness, independence and strategic programming buys: Rogers

News | 08/29/2007 8:39 pm EDT

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