MuchMore changes the channel, rebrands as M3
September 19, 2013 | Wing Sze Tang | Comments
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.