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Canada's Global unveils new image 'Tis the season for re-branding, it seems, as CanWest MediaWorks' Global Television network becomes the second major Canadian media outfit to revamp its image this week. Earlier this week, Hollywood-based Canadian producer Lions Gate announced that it was rebranding to become simply Lionsgate, and now CanWest MediaWorks has unveiled its new vision for its Canadian conventional TV network Global TV. Essentially, the Global re-brand changes the logo from a red crescent, which has been in use since 1997, to a red arrow. The new branding will be unveiled on air on February 5, 2006, during the Super Bowl. Thereafter, the refreshed visual identity will be woven through the network's newscasts, advertising and on-air presentation. While it may not seem like a monumental rejig, it is being hailed as indicative of a new strategy for the broadcaster. "We're launching a completely reinvigorated brand with a fresh visual identity that's representative of a new attitude and a new promise to viewers,” said Walter Levitt, SVP of marketing for television and radio at Global’s parent CanWest MediaWorks. He noted that the creative inspiration for the new logo came from the 'greater than' mathematical symbol, representing the company’s goal to provide viewers with “greater insight, greater perspective and greater understanding." According to Global, the re-brand is a further example of the positive changes that Kathleen Dore, president of television and radio for CanWest MediaWorks, has made since she joined the organisation last fall. Dore, who moved over from her post at Rainbow Media Holdings, signed up with Global at a difficult time, with the network sitting at a distant number two in the ratings, far behind chief rival CTV. The first major programming initiatives under Dore’s watch have included the successful launch of Entertainment Tonight Canada, the acquisition of the year's top-rated new drama Prison Break, the top-rated new comedy The War at Home, and the breakout hit My Name is Earl. While it is still a major uphill battle to chase down CTV, the Global network has seen some ratings gains in the key Toronto and Vancouver markets, and has also made headway with its nightly newscast. "I'm really pleased with the momentum we are building at Global," said Dore. "The new branding unveiled today is the next stage in our journey to rebuild Global and both viewers and advertisers can anticipate a fresh, new attitude to accompany these changes as the New Year unfolds." Jenn Kuzmyk 21 Dec 2005 © C21 Media 2005 
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