27.11.07

Doc Channel 2.0

Journal Entry - Winnipeg.
November 27th, 2007

I think it's time I re-branded myself and came out with the unplugged version.

Get a couple of tattoos ... some ripped jeans ... join a Mixed Martial Arts gym .. figure out the difference between Timbaland and Timberlake ... drop some serious cash on one of those black FCUK London Calling tee-shirts, a pair of Doc Martins and some uber-tacky Bono shades.

Oh yea - lose the baggage too.

I mean if it's good enough for Lego, Clapton, Al Gore, and the Doc Channel then it's good 'nuff for me. Yo.

The Doc Channel is being re-branded. The new look will be unveiled in March. The word at the CBC is that Corus was about to pull the plug on the whole thing.

The only way to save it ? Give it the old DESIGNER GUYS makeover.

A creative head will be hired early in the new year. The front runner is someone who presently runs a successful Toronto doc prodco but is considered CBC (and CTV) friendly. For now however the In-House CBC doc crowd are calling the shots.

But don't waste your time pitching them. They're busy little public servants.

Job One ? Figure out who the audience is. A marketing company has been hired to determine this.

Job Two ? Get a lower position on the dial. Some place where you don't need an oxygen mask to watch the damn channel.

Job Three ? Commission a flurry of populist-type docs in the spring. Then promote the hell out of them over the summer.

I think it's pretty safe to say that "My Winnipeg - The Gimli pre-quel" will not be on the list.

...and for what it's worth here's a tip - attach a "name" to your pitch.

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