Programming
E! aired a number of programs from the U.S. broadcast networks, sharing a library of programs with Global. Initially, it was not uncommon for Global, which was carried in more cities nationwide, to cherry-pick some of CH's hits and air them on the main network. Conversely, Global programs were sometimes sent "down" to CH if two programs aired by Global begin to air simultaneously on separate U.S. networks, so Canwest could maximize its simultaneous substitution opportunities. Following the start of E!, the practice was for the most part abandoned, although such series might be exchanged between the two systems from one season to the next.
Content from the American E! network started to air throughout the system's daytime, late night, and weekend schedule upon its rebranding on September 7, 2007; this was to include Canadian-produced series aired on E! channels internationally, although the extent of this was unclear. E! programming had previously aired on Star! until the launch of E! in Canada. As a result of this change, E! programming was not available in all areas where it could be seen previously, although E! stations were generally available on digital cable, as well as both of Canada's satellite providers. Primetime programming continued to be sourced primarily from the major U.S. broadcast networks.
As CH, local stations (except for CHBC and CFJC) used the "CH" brand throughout the day, titling their newscasts CH News as opposed to using their often well-known call signs. Similar network-based branding practices have been common at most local TV stations in Canada, including the O&Os of Canwest's primary Global network, since the late 1990s. Upon converting to E!, that brand became similarly predominant for most of the broadcast day. However, local news coverage and other regional programming reverted to local branding, such as "CHCH News" in Hamilton, and "CJNT Montreal" for multicultural programming on the Montreal station. Local branding was also used for most local community sponsorships. This decision was made at least partly to avoid confusion with the entertainment news show E! News, but it was likely also intended to ensure that local newscasts were not themselves perceived as celebrity-oriented.
For similar reasons, the E! branding was downplayed somewhat during sports programming such as PGA Tour coverage, when the system's bug was not seen. The bug was, however, used during some shows outside of the "entertainment" genre, such as lifestyle programming aired during the daytime schedule.
Read more about this topic: E! (Canadian TV System)
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