The world of television broadcasting is evolving, and Corus Entertainment is leading the charge with its ambitious expansion plans. One of their flagship programs, “The Morning Show”, is about to get a whole new lease of life with the introduction of “TMS2”, an afternoon edition that promises to revolutionize the way we consume entertainment and commerce.
The Morning Show Goes Afternoon
In a bold move, Corus is taking its successful morning show and extending it into the afternoon slot. This expansion is a strategic play to capture a wider audience and create a unique, ad-friendly program. The new show, hosted by Morgan Hoffman, an established entertainment reporter, will debut on Global and StackTV in September.
What makes this particularly fascinating is the potential for interactive shopping experiences. Corus is leveraging its NextScreen platform, which integrates QR codes into TV viewing, allowing viewers to shop directly from their screens. This innovative approach not only enhances the viewer experience but also provides advertisers with valuable data and the ability to deliver targeted ads.
A New Era of Entertainment and Commerce
Christopher Mercer, Corus’ senior vice-president, envisions “TMS2” as a program that “ties entertainment and commerce together.” This concept is a departure from traditional TV programming, blurring the lines between entertainment and shopping. Personally, I think this could be a game-changer, especially with the rise of online shopping and the desire for more immersive, interactive experiences.
Corus’ Upfronts: A Mix of New and Acquired Content
At its annual upfront presentation, Corus unveiled a range of new specialty programs and acquired American shows. Notably, they’re adding only one new Canadian original to Global, “Private Eyes West Coast,” a spin-off of the popular series “Private Eyes.” This suggests a strategic focus on quality over quantity, with a keen eye on what audiences truly want.
The acquisition of American shows like “NCIS: New York” and “Cupertino” indicates a desire to offer a diverse range of content to viewers. Additionally, the introduction of unique concepts like the vampire sitcom “Eternally Yours” showcases Corus’ willingness to take risks and cater to varied tastes.
Specialty Channels: A Focus on Lifestyle and Entertainment
Corus’ specialty channels, Home and Flavour, are also getting a refresh with new original series. “Love It or List It West” and “Property Pursuit” bring fresh faces and locations to the popular real estate franchise. However, the loss of HGTV stars Bryan and Sarah Baeumler to Rogers is a significant shift.
What many people don’t realize is that this move by the Baeumlers is a result of a larger deal between Rogers and Warner Bros. Discovery, which saw the acquisition of key brands like Food Network and Cooking Channel. Corus responded by launching its own networks, Home and Flavour, and initially, the Baeumlers committed to Corus. But their recent decision to return to HGTV highlights the competitive nature of the industry and the constant pursuit of talent.
Corus’ Response: Building a Talent Empire
Despite the loss of the Baeumlers, Corus remains confident in its talent acquisitions and strategic decisions. Jennifer Abrams, senior vice-president of content and marketing, emphasizes that Corus has “built some of the biggest brands and talent in the lifestyle space.” Their focus on audience preferences is evident with the addition of Gordon Ramsay’s content to the Flavour Network, which has seen great success.
This year, viewers can expect more Ramsay with shows like “Kitchen Nightmares” and “Next Level Chef.” Additionally, the History Channel will feature “Mountain Men: Wild North,” showcasing the rugged lives of individuals living off the land in Canada. Showcase, meanwhile, will air “TED: The Animated Series,” a sequel to the popular films, bringing back beloved characters and stars.
A Broader Perspective
The expansion of “The Morning Show” into the afternoon and the overall strategy employed by Corus highlight a shift in the television industry. With the rise of streaming platforms, traditional broadcasters are adapting to stay relevant. Corus’ approach, which combines entertainment with commerce and focuses on audience preferences, is a clever strategy to engage viewers and attract advertisers.
In conclusion, Corus Entertainment is not just expanding a morning show; they’re redefining the television landscape. With innovative concepts, strategic acquisitions, and a keen understanding of audience desires, Corus is setting a new standard for broadcasting. The future of television is exciting, and Corus is at the forefront, leading the charge.
