July/August 2013
Upfront
The risks of over-complicated loyalty programs
As loyalty cards proliferate and new digital players emerge, brands risk alienating consumers fed up with the increasingly complex rewards space.
Networks take to the web
CTV, CBC and Shaw’s Showcase are creating digital extensions of TV shows or repurposing webisodes for broadcast. Here’s a few to watch out for this season.
E-books: next transmedia evolution?
The proliferation of tablets makes e-book-only offerings attractive for brands looking to extend the viewing experience.
Tourism showdown: Nova Scotia vs. Newfoundland
We compare the two Maritime provinces’ campaigns.
Shows on the rocks
Mixologist Ryan Desjardins creates Fall TV-inspired cocktails.
Meet the new players in branded content
Two companies are entering the red-hot branded content arena with new ventures.
Forum
Would you watch your own branded content?
Free Agency’s Chris Unwin on why brands need to act like publishers.
The myth of the second screen
Bensimon Byrne’s Max Valiquette argues the term second screen is flawed because consumers aren’t married to any particular form of screen.
Features
All the world’s a (branded content) stage
Coca-Cola’s Linda Cronin, Steam Whistle’s Tim McLaughlin and Bensimon Byrne’s Anthony Hello craft a few dream branded content execution.
Fall TV
Fall TV: Analytics complaint line
TV measurement execs respond to big issues raised by industry experts.
Features
Hellmann’s: 100 years of keeping it real
How the brand has stayed true to its positioning through a century of change.
Back Page
Back page: Retro Television
Agency Red Urban dreamed up this mini USB-powered television device.
Fall TV
Fall TV: Primetime schedule 2013
All the primetime TV shows airing on the conventional networks this fall.
Fall TV: Old party, new guests
Everything you need to know about Fall TV 2013, from the most buzz-worthy shows, to the new buying landscape and the impact of non-traditional platforms.
Fall TV: Canadian networks talk up daytime TV
The daytime viewer demographic is expanding, and a new brand of talk TV is stepping in to create social media-friendly water-cooler fodder for the wider, changing audience.
Fall TV: The next big thing in specialty
The expected hits and momentum-builders for the new specialty TV viewing season.
Fall TV: Content evolution – Stealing the spotlight from network TV
With a lot of buzz-generating content coming from subscription-based and untraditional channels, conventional broadcasters have to fire back with a double-dose of content.
Fall TV: Being upfront
How viewer fragmentation is shaping television’s biggest buying season.
Fall TV: Primetime battlegrounds 2013
With the battle lines drawn, an expert panel predicts the winners and losers for the upcoming season.
Editorial
Editorial: Content wins the throne game
Strategy executive editor Mary Maddever calls on TV networks to step up their digital plans and for brands to support them.
