Bell Media Brings Powerhouse Brands USA Network and Oxygen True Crime to Canada

Rhea-AI Summary

Bell Media has announced a major content and licensing agreement with NBCUniversal Global TV Distribution, bringing USA Network and Oxygen True Crime to Canada starting January 1, 2025. This move coincides with the rebranding of several existing specialty channels:

- Discovery becomes USA Network
- Investigation Discovery becomes Oxygen True Crime
- Animal Planet rebrands as CTV Wild
- Discovery Science becomes CTV Nature
- Discovery Velocity transforms into CTV Speed

The rebranded channels will feature a mix of popular cable hits and Canadian originals, available on linear television, on-demand via CTV.ca and the CTV app, and on Crave. This expansion reinforces Bell Media's lineup of English-language specialty channels, offering viewers a diverse range of content across various genres.

Positive

• Expansion of Bell Media's content offerings with the addition of USA Network and Oxygen True Crime
• Rebranding of existing channels to potentially increase viewer engagement
• Broader content distribution across linear TV, on-demand platforms, and streaming services
• Integration of popular U.S. cable content with Canadian originals

Negative

• None.

Insights

Media Industry Analyst

The rebranding of Bell Media's specialty channels marks a significant shift in Canada's media landscape. By bringing USA Network and Oxygen True Crime to Canada, Bell Media is strengthening its content portfolio and potentially increasing its market share. This move could lead to:

• Increased subscriber revenue from cable packages
• Higher advertising revenue due to popular U.S. content
• Enhanced competitiveness against streaming services

The consolidation under the CTV brand (CTV Wild, CTV Nature, CTV Speed) suggests a strategic alignment to create a stronger, more unified brand identity. This could improve marketing efficiency and viewer retention across platforms. However, the success will depend on how well these channels resonate with Canadian audiences and whether they can maintain a distinct Canadian flavor amidst the influx of U.S. content.

Content Strategy Expert

Bell Media's strategy reflects a multi-platform approach to content distribution, aligning with current industry trends. Key points to consider:

• Cross-platform availability (linear TV, on-demand, streaming) maximizes content reach and accessibility
• Integration of popular U.S. brands may attract new subscribers to Crave
• Retaining Canadian originals alongside U.S. hits balances local content requirements with broad appeal

This move positions Bell Media to better compete with both traditional cable providers and streaming services. The challenge will be in balancing Canadian content quotas with the new U.S. programming and ensuring that the rebranded channels maintain their unique identities to prevent cannibalization within their own network. The success of this strategy could influence future content acquisition and distribution models in the Canadian media market.

– Bell Media confirms that Discovery is set to rebrand as USA Network, and Investigation Discovery rebrands as Oxygen True Crime, on January 1, 2025 –

– Three additional channels rebrand on January 1, when Bell Media flips the switch for CTV Wild, CTV Nature, and CTV Speed –

TORONTO, Oct. 17, 2024 /PRNewswire/ - Bell Media announced today it has secured a major content and licensing agreement with NBCUniversal Global TV Distribution that brings powerhouse cable channel USA Network, and fan-favourite network Oxygen True Crime, to Canada for the first time ever, beginning January 1, 2025. A selection of popular shows from USA Network, such as SUITS, and Oxygen True Crime, along with all new series from both channels, will also be available for streaming on Crave.

Also on January 1, existing specialty channels Animal Planet, Discovery Science, and Discovery Velocity, rebrand to CTV Wild, CTV Nature, and CTV Speed, respectively, completing the revitalization of Bell Media's suite of Discovery channels.  

"Our newly rebranded suite of specialty channels is bolder, bigger, and better than ever, offering a compelling mix of popular cable hits and fan-favourite Canadian originals," said Stewart Johnston, SVP Content and Sales, Bell Media. "Anchored by the introduction of two top-tier entertainment brands, USA Network and Oxygen True Crime, Bell Media continues to deliver the sought-after content Canadians are looking for."

USA Network, Oxygen True Crime, CTV Wild, CTV Nature, and CTV Speed become an integral part of Bell Media's impressive lineup of English-language specialty channels (CTV Sci-Fi, CTV Drama Channel, CTV Comedy Channel, CTV Life Channel, E!, CTV News Channel, CP24, BNN Bloomberg, and Much). Programming from all five rebranded specialty channels is set to be available on linear television, on demand on CTV.ca and the CTV app, and on Crave.

Details on the rebranded channels are below, with additional programming information to be confirmed at a later date:

• USA Network (formerly Discovery), one of the Top 3 cable channels in the U.S., will be home to previous Discovery audience favourites such as HIGHWAY THRU HELL, EAST HARBOUR HEROES, and THE MIGHTY franchise. In addition, USA Network will feature buzzy scripted and unscripted series such as SUITS, THE TRAITORS franchise, and the upcoming CIA miniseries DEBRIEFING THE PRESIDENT, and blockbuster movies.
• Oxygen True Crime (formerly Investigation ID) is one of the fastest-growing cable entertainment networks in the U.S. A haven for true crime fans, the channel will feature previous Investigation ID Canadian original hits such as FORENSIC FACTOR and FEAR THY NEIGHBOUR, along with high-quality unscripted franchises such as SNAPPED, DATELINE: SECRETS UNCOVERED, and REAL MURDERS.
• CTV Nature (formerly Discovery Science) unveils the captivating mysteries of science, nature, and history. From Canadian originals like DISASTERS AT SEA and THE DEATH COAST, to I SURVIVED BEAR GRYLLS and BATTLEBOTS, CTV Nature celebrates the hidden beauty and awe-inspiring power of our planet.
• CTV Wild (formerly Animal Planet) will continue to transport viewers deep into the animal kingdom, offering breathtaking encounters with Earth's most captivating creatures and wonder of the natural world. Key titles include previous Animal Planet Canadian originals, PETS & PICKERS and MY PET ATE WHAT?!, plus series like YELLOWSTONE WARDENS and LAST OF THE GIANTS.
• CTV Speed (formerly Discovery Velocity) is still the ultimate pit stop for automotive and thrill-seeking enthusiasts, featuring previous Velocity and Discovery Canada originals BUSH WRECK RESCUE and HEAVY RESCUE 401.

About Bell Media

Bell Media is Canada's leading media and entertainment company with a portfolio of assets in premium video, audio, out-of-home advertising, and digital media. This includes Canada's most-watched television network, CTV; the largest Canadian-owned video streamer, Crave, with a premium add-on to include STARZ; a powerful suite of specialty channels; the most-trusted news brand, CTV News; Canada's cross-platform sports leaders, TSN and RDS; leading out-of-home advertising network, Astral; Québec's fast-growing conventional French-language network, Noovo; the country's leading radio and podcast app, iHeartRadio Canada; and a range of award-winning original productions, brands, and services. As a content leader and partner in Sphere Media, Montréal's Grande Studios, and Dome Productions, one of North America's leading production facilities providers, Bell Media is committed to keeping Canadians entertained and informed.

Bell Media also offers best-in-class technology, marketing, and analytics support through Bell Marketing Platform, an omnichannel self-serve platform which includes Bell Analytics, Strategic Audience Management (SAM), and Bell DSP, in addition to advanced advertising solutions, including Linear Addressable TV, Addressable Audio, and ads on Crave. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company. ¹ Learn more at BellMedia.ca.

¹ Based on total revenue and total combined customer connections.

About NBCUniversal Global TV Distribution

NBCUniversal Global TV Distribution is responsible for the licensing and distribution of NBCUniversal product to all forms of television and new media platforms in the U.S., Canada and in over 200 territories internationally. NBCUniversal's content portfolio includes a vast and diverse library of more than 6,500 feature films and 170,000 television episodes, including current and classic titles, non-scripted programming, kids, sports, news, long-form and short-form programming from Universal Pictures, Focus Features, Universal Television, UCP, Universal International Studios, Sky Studios, Universal Television Alternative Studio, NBC Late Night properties, DreamWorks Animation, Telemundo, and more, as well as locally produced content from around the world. Global TV Distribution is a division of Comcast NBCUniversal.

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SOURCE Bell Media

FAQ

When will USA Network and Oxygen True Crime launch in Canada?

USA Network and Oxygen True Crime will launch in Canada on January 1, 2025, as part of Bell Media's channel rebranding initiative.

What channels are being rebranded by Bell Media (BCE) in 2025?

Bell Media is rebranding Discovery to USA Network, Investigation Discovery to Oxygen True Crime, Animal Planet to CTV Wild, Discovery Science to CTV Nature, and Discovery Velocity to CTV Speed.

Will content from the rebranded channels be available for streaming on Crave?

Yes, a selection of popular shows from USA Network and Oxygen True Crime, along with content from the rebranded channels, will be available for streaming on Crave.

What types of programs will USA Network feature in Canada?

USA Network in Canada will feature previous Discovery favorites like HIGHWAY THRU HELL, as well as scripted and unscripted series such as SUITS, THE TRAITORS franchise, and blockbuster movies.