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Corus Entertainment is expanding into the live events business.
“Corus Live” will start with a two-day country music festival in July that’s associated with its CMT specialty TV channel.
“The creation of Corus Live advances our strategic priorities to expand into new and adjacent markets and engage our audiences,” said Doug Murphy, President and Chief Executive Officer, Corus Entertainment. “Live entertainment is a rapidly expanding market and Corus Live is a natural extension of our business that capitalizes on our core strengths and capabilities in broadcast and production. This initiative represents a new revenue stream for Corus and an exciting platform for us to grow our advertising and audience reach.”
Corus will enter the live events market with the instantly recognizable and trusted CMT brand. CMT Music Fest will be promoted across the company’s extensive digital, television and radio platforms. Additional live events, built on Corus’ market leading offerings in Kids, Family and Women as well as the company’s strong radio brands, will be announced in the future.
“People are passionate about our brands, and with Corus Live we’re bringing them to life beyond the television screen and radio airwaves,” said John MacDonald, Executive Vice President, Head of Corus Women and Family. “Corus Live gives fans access to their favourite talent in new and exciting ways, and allows us to create valuable, original content from these events that will be deployed across our television, radio and digital platforms. To support these events, we will leverage the full promotional power and reach of Corus’ media assets, to deliver one-of-a-kind, can’t miss opportunities for our advertisers.”
Specializing in best-in-class events, Corus Live will create unique and interactive brand integrations tied to scalable live experiences. The new venture will deliver highly effective marketing programs for advertisers utilizing Corus’ production capabilities and broadcast assets to reach key audiences in the Family, Women and Kids segments and through our popular radio stations.
Agencies/Canadajournal
