The world of television is evolving, and Corus Entertainment is taking a bold step by expanding its popular morning show into the afternoon slot with 'TMS2'. This move, announced at their upfront presentation, showcases the company's innovative approach to programming and its commitment to engaging audiences throughout the day.
The Morning Show's Afternoon Adventure
'TMS2' is set to debut in September, hosted by Morgan Hoffman, an entertainment reporter from the original 'The Morning Show'. The show's expansion into the afternoon is an intriguing development, as it suggests a shift in the traditional viewing habits of audiences. Christopher Mercer, Corus' senior vice-president, describes it as an ad-friendly program, which raises questions about the balance between entertainment and commercial interests.
Corus' NextScreen Strategy
Corus is leveraging its NextScreen platform, which integrates shopping and TV viewing through QR codes. This strategy allows advertisers to track their marketing efforts and deliver targeted ads. Mercer's statement about tying entertainment and commerce together hints at a new era of interactive television, where viewers can seamlessly engage with products and brands.
A Diverse Lineup
While 'TMS2' is the highlight, Corus is also introducing a range of new specialty programs. The addition of 'Private Eyes West Coast' brings a familiar face, Jason Priestley, to a new setting. Global's acquisition of American shows like 'NCIS: New York' and 'Cupertino' suggests a strategy to attract a wider audience. Meanwhile, Corus' specialty channels, Home and Flavour, are focusing on original series, including real estate and culinary-themed shows.
Talent Shifts and Brand Building
The loss of the Baeumlers, a popular couple on HGTV Canada, to Rogers is a significant move. Corus, however, seems unfazed, emphasizing its ability to build talent and franchises. Jennifer Abrams, senior vice-president of content and marketing, highlights the company's strategic decisions, including the acquisition of Gordon Ramsay's content, which has proven successful.
Deeper Analysis
The entertainment industry is witnessing a battle for talent and brand loyalty. Corus' response to the Baeumlers' departure showcases its resilience and confidence in its ability to create and retain successful franchises. This shift in talent allegiance raises questions about the future of television programming and the role of networks in fostering talent.
Conclusion
Corus' expansion of 'The Morning Show' into the afternoon is a strategic move that reflects the changing dynamics of television. With a focus on interactive advertising and a diverse lineup, Corus is positioning itself to engage audiences across various genres and time slots. The battle for talent and the integration of commerce into entertainment suggest an exciting and competitive future for the industry.
