DAILY NEWS Oct 26, 2011 7:05 AM - 0 comments

Specialty Channel FX Canada Launches with On Demand Programming

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Rogers Media is planning a major multi-platform campaign in support of its launch of the new specialty channel, FX Canada.

Free TV previews, on-demand online content and out-of-home ad placement are all part of the launch strategy.

Headlining the marketing campaign is a promotional stunt for cheeky comedy series Wilfred, the company describes. Beginning Monday, October 31, Wilfred "dogs" will infiltrate key markets across the country including Toronto, Calgary and Vancouver. From public transit to bustling city corners to marquee sporting events, the dogs will be integrated in daily commuter activities in promotion of the critically-acclaimed series.

Rolling out in a tiered phase across multiple media in advance of the launch, the multi-faceted campaign is targeted to build awareness of the channel's acclaimed programming including provocative drama series American Horror Story and dark comedy series Wilfred.

The multi-platform media mix includes television, radio, digital, OOH and print.

Leading up to the launch, targeted television promos showcasing the ground-breaking programming line-up are running across all Rogers-owned networks and channels.  Plus, 30-second radio spots and 10-second tags are scheduled to run across the country, in addition to print ads in newspaper and weekly Rogers Media publications HELLO! Canada and Maclean's.  Also, out-of-home advertising such as billboards, transit shelters, subway/transit interiors, bus sides and other digital displays have been unveiled in numerous markets. A mix of display, pre-roll videos and search engine ad placements will support the digital campaign across various online networks including You Tube, AOL, Google and Yahoo!. 

Rogers Digital and EastLink subscribers will be offered a two-month free-view with unlimited access to the extensive, ground-breaking programming on the specialty channel. Programming will also be available on Rogers Online On Demand service.

FX Canada will be available in standard and high definition to Rogers Digital and EastLink subscribers beginning Monday, October 31. Rogers Digital subscribers can find FX Canada on channel 318 (standard definition - in Ontario and select systems in New Brunswick and Newfoundland) and 565 (high definition - Ontario only). EastLink subscribers can find the channel on 667 (high definition). As SD channel placement may vary in some EastLink regions, viewers are encouraged to check local listings for additional information.

FX Canada will premiere with the highly-anticipated new drama series American Horror Story from the producers of Nip/Tuck and Glee, Ryan Murphy and Brad Falchuk. This provocative psycho-sexual thriller stars Connie Britton (Friday Night Lights), Dylan McDermott (The Practice), Academy Award® winner Jessica Lange (Grey Gardens), Frances Conroy (Six Feet Under), Taissa Farmiga (Higher Ground) and Denis O'Hare (True Blood). Other series included in the robust FX Canada schedule include current season episodes of the hit comedy The League; the Emmy Award nominated comedy Louie, starring Louis C.K.; the first two seasons of the Golden Globe-winning drama Sons of Anarchy; Lights Out; and Terriers.

FX Canada is a part of Rogers Broadcasting Limited, a division of Rogers Communications Inc.

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