Music and Youth
MTV looks to build brand in Canada
MUMBAI: CTV which claims to be Canada’s largest private broadcaster and MTV have announced a new strategic alliance to build and grow the MTV brand in Canada.
The alliance will create an MTV branded analogue channel available to 4.4 million households. A commitment between CTV and MTV will create original Canadian programming, for airplay in Canada across numerous CTV platforms – and on MTV channels around the world.
CTV will have exclusive access to the MTV brand and library of programming for use in Canada across CTV’s conventional, and specialty services It will also have access to MTV’s array of digital media assets in Canada, including online, wireless, interactive and Video On Demand, as well as development of new digital media content for Canadians.
The two parties state that the venture means that Canadians can access the true MTV experience in 360 degrees; with customised content not just across digital, specialty and conventional television platforms, but for the first time across a comprehensive assortment of interactive assets as outlined above. The MTV brand is not only back in Canada, but it has returned in a broader, deeper way than ever before they state.
CTV’s talktv, an analogue specialty service currently available in 4.4 million Canadian households, will be re-born as a Canadian programmed and managed MTV channel. It will have interactive, lifestyle, talk and documentary programming. The channel will continue to be fully compliant with its license condition of 68 per cent Canadian programming (71 per cent in prime time), representing one of the highest Canadian-content requirements of any Canadian service.
Additionally, CTV has filed an application with the CRTC for a new Category-2 Digital Television Service – Canada’s next music television station. This new digital television service, along with the new MTV analogue channel, will provide alternate high quality entertainment options to all Canadians, and represent a great boost to local production and culture.
Finally, MTV programming will continue to air across Canada inside a newly created MTV branded block of programming on CTV.
MTV’s business in Canada will be overseen by Brad Schwartz who has been named MTV Canada GM, senior VP.
Schwartz said, “Our focus is to build a clearly Canadian interpretation of the MTV brand – one that will engage and excite all Canadians. With the array of resources and expertise available from both the CTV and MTV families, we’re going to rapidly establish our presence in Canada, and become a vital and valued member of Canada’s creative and production communities.”
MTV states that its content has a proven track record with Canadian viewers. The Osbournes became a Top 20 ratings winner for CTV when it launched in 2002. Additional MTV success stories on CTV include Newlyweds, Nick and Jessica, Punk’d, and Pimp My Ride.
MUMBAI: Mumbai is about to witness something it has never seen before. The Global Youth Festival arrives on 6-7 December at Jio World Garden with 15,000 attendees and 60-plus experiences sprawled across six sprawling arenas. On its sixth edition, this is no ordinary jamboree—it is a carefully orchestrated collision of wellness, adventure, arts, music, yoga and social change.
Chief Minister of Maharashtra Devendra Fadnavis will throw open the proceedings with a landmark ceremony, signalling the state’s backing for a movement that has already mobilised youth across 20-plus countries and 170-plus cities. The sheer scale is staggering: 500-plus volunteers powering the machine, 600,000-plus volunteer hours logged across previous editions, and millions of lives touched annually.
The speaker roster is formidable. Diipa Büller-Khosla and Dipali Goenka, chief executive of Welspun India, will share the stage with Malaika Arora in conversations spanning leadership, creativity and culture. Union Minister for Sports and Youth Affairs Mansukhbhai Mandaviya will also attend, reinforcing GYF’s reach into the corridors of power.
But this is not mere talk. The Solaris Mainstage promises concerts from renowned Indian artists. Innerverse delivers a 360-degree LED spectacle of art, technology and sound. The Love and Care Arena houses hands-on projects spanning women’s empowerment, child education, rural upliftment and animal welfare. India’s largest outdoor sound-healing experience awaits. An inflatable obstacle course, neon drifter karts and open-sky bouldering cater to thrill-seekers.
Some have branded GYF the “Coachella of Consciousness.” Others call it “India’s Largest Sober Festival.” Spiritual visionary Pujya Gurudevshri Rakeshji, who inspired the festival, will deliver the Wisdom Masterclass. Every rupee goes to charity.
After Mumbai comes Kolkata on 14 December. New York looms next year. For one weekend in December, Mumbai becomes the epicentre of youth-driven change—and nothing will be quite the same after.
Tickets available on BookMyShow. Visit youthfestival.srmd.org or follow @globalyouthfestival on Instagram.
