MuchMore changes the channel, rebrands as M3

The network updates its logo, website and programming Bell Media has announced a rebrand of its MuchMore channel, which will hit airwaves as M3 beginning Sept. 30. Launched in 1998 as MuchMoreMusic – originally Much Music’s sibling station geared toward baby boomers with an ear for “adult contemporary” – it went through a minor rebrand […]

The network updates its logo, website and programming

Bell Media has announced a rebrand of its MuchMore channel, which will hit airwaves as M3 beginning Sept. 30.

Launched in 1998 as MuchMoreMusic – originally Much Music’s sibling station geared toward baby boomers with an ear for “adult contemporary” – it went through a minor rebrand as MuchMore four years ago.

This new reinvention will be a more complete one, covering a new logo, new website at M3TV.ca and new programming for its 30-something target audience.

“We’ve been around a long time, and we didn’t really like the connotation that it’s a spinoff of Much,” said Justin Stockman, executive director of music and entertainment at Bell Media. “It’s a standalone channel, so we wanted to make sure it had a strong brand behind it.”

The changes will put particular emphasis on its new programming, particularly the exclusives – including first-run series Reign (a period drama about a young Mary Queen of Scots) and Ravenswood (a teen mystery/thriller about a cursed town), both premiering in October.

“We’re trying to build the brand on the backs of these exclusive shows. You’re going to see a lot about Reign and Ravenswood,” said Stockman of the rebranding promotional campaign. Other programming exclusives include America’s Next Top Model and True Blood. The daytime schedule will cover syndicated shows such as Anger Management and Mike & Molly.

Campaign spots will run on other Bell Media channels such Much, TSN and CTV. There will also be spending on digital and outdoor advertising.

Although M3 is not a “female brand,” the programming will attract the “female-skewed audience” that advertisers covet, predicts Stockman. “We think the ratings are going to go up, and we think the female skew is going to go up.”

The cable/satellite channel currently reaches more than 6 million Canadian households. As of Sept. 30, it will be available in HD through Bell Fibe and Cogeco, and in November through Rogers.

Brands Articles

Inside Walmart Canada’s mobile shopping app

Mobile overtakes desktop as the largest source of traffic to retailer's digital properties

Philly transforms the everyday in new campaign

Effort from Leo Burnett is the brand's first under the new Kraft Heinz Co. banner

Tim Hortons plans Southeast Asia expansion

Coffee shop chain plans to open locations in the Philippines 'as soon as possible'

Coca-Cola cuts sales outlook amid weak demand

To offset decline, Cola maker is raising prices and putting drinks in premium packing

Sears Canada president leaving job less than a year in

Carrie Kirkman will continue to work with the retailer in an advisory role

WestJet hires new director of marketing

Rob Daintree joins the brand via FGL Sports

Cineplex wants to talk about the weather

New campaign positions movies as a fall back option when weather doesn't cooperate

LCBO.com offers 5,000 products, $12 home delivery

LCBO president says sales site will boost Ontario wineries, breweries, cider producers

Lessons from Shop.ca and Beyond the Rack’s shortfalls

Despite failures in the Canadian ecomm space, there is still opportunity to grow