TORONTO - One-time TV license rivals Torstar and Craig Media announced yesterday the two companies have formed a strategic alliance on programming, advertising, marketing and promotion between Craig's new TORONTO 1 television station launching September 19th, and The Toronto Star
The alliance between the new station and Canada's largest daily newspaper, will see Star
journalists contribute from their newsroom and on location to TORONTO 1's daily programming, including its 5:30 to 9 a.m. morning show, Toronto Today
, and 7 p.m. flagship current affairs program, Toronto Tonight
"The two organizations will also collaborate on significant editorial initiatives such as the upcoming Toronto mayoral race and municipal election in November. In addition, this strategic alliance will team-up to create documentaries, augment each other's online sites, and work towards jointly produced programming," says the companies' joint press release.
Followers of Broadcaster Magazine
and the industry in general will remember that Torstar made an impassioned pitch during December 2001 hearings in Hamilton for the broadcast license which eventually went to Craig Media - even going as far as appealing the CRTC decision to Federal Cabinet for review when Craig was awarded the Toronto license.
Among broadcasters, a relationship with a newspaper for cross-promotion is nothing new since CanWest uses its own National Post
, both in advertising and editorial, to promote Global's television shows - and vice-versa, as Global promotes the newspaper and its stories. Same goes for Bell Globemedia's CTV and The Globe and Mail
"We're very excited to be involved with this new venture and to be part of generating some much needed local programming," said Toronto Star
publisher John Honderich. "I think together we can make a difference in this market, our market."
The alliance will include collaborations on advertising, marketing and promotional campaigns to bring each other's content to a wider audience, while continuing to explore new ventures through on-going working groups.
"We are thrilled to be forming this strategic partnership with our country's largest daily newspaper," said Drew Craig, president and CEO of Craig Media. "The Toronto Star
's renowned editorial and journalistic excellence aligns with our corporate mandate to actively and intelligently support the communities we broadcast to. We believe by uniting our two Toronto-centric brands we better serve our city's ever-growing demand for quality information and entertainment."
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