TVOntario has chosen Axmith McIntyre Wicht to help position it for a future that will likely include privatization of the provincially-funded, non-commercial broadcaster.

The Toronto agency came out on top of six other agencies, shortlisted from a group of 43 that responded to tvo’s call for proposals.

The account was previously with Cossette Communication-Marketing for 11 years.

Ellen Cole, tvo director of communications, says the broadcaster wants amw to advise it on positioning and strategy should it become a privatized corporation, as well as come up with creative that reinforces the message of tvo, ‘Television That Matters.’

In the short term, the agency is on the fast track for the September launch of tvo’s fall season.

Cole says the new schedule will be launched with a campaign that includes print and outdoor.

What the future holds for tvo ­ a non-commercial educational broadcaster that carries signals in English and French and reaches 97% of the province’s population ­ is still under consideration.

After 26 years of operation, the Crown agency has been referred to the Ontario Government’s Privatization Secretariat.

Cole says tvo’s board of directors has submitted a proposal to the Secretariat recommending the broadcaster become a not-for-profit corporation, a proposal she says the Secretariat is giving ‘serious consideration.’

The proposal would see tvo retain a relationship with the Ontario government that would include a multi-year fee for services that would be much less than the government’s current financial commitment.

Cole says the remaining budget would be raised by placing greater emphasis on private sector partnerships, underwriting of programs and memberships ­ all things that tvo is already doing.

Should the not-for-profit proposal be accepted, Cole says it would allow tvo to be more entrepreneurial, ‘much more along the model of the way hospitals and universities are run, and the way most arts organizations are run.’