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Bell Media Rebrands Sympatico with TV Content


Known variously over the years as MediaLinx, Sympatico-Lycos, Sympatico-dot-MSN and most frequently as Sympatico, Bell Media says it will relaunch the site as The Loop.ca next month.

Capitalizing on what Bell calls its “proudly Canadian foundation” and building up “one of Canada’s largest online communities”, Bell will relaunch the website with lifestyle channels and content that feature many of its well-known TV personalities.

Fashion TV’s Jeanne Beker, Marilyn Denis Show regular Owen Reeves, E!’s Leah Miller and more will be featured on the new site, through videos, columns and social network interactions.

The site will also offer news and information from CTV News on The Loop News channel.

“After 17 years of digital innovation and marketplace success, Sympatico was ready for the next stage in its evolution – the bringing together of Bell Media’s content expertise with the incredible digital delivery opportunities of Sympatico,” said Catherine MacLeod, Vice-President, Specialty Channels, Bell Media. “The Loop is a daily destination with brand-defining correspondents for each content channel, and a whole team dedicated to original video production.”

The rebranded Sympatico portal will launch as TheLoop.ca on Thursday, Dec. 13.

The Loop’s content channels, including “Living”, “Style”, and “Showbiz”, will all feature information and content to connect with the 25 – 54 female demographic, and each will feature original video series and segments from industry experts.