It seems Global’s second network of stations they don’t know what else to do with is being rebranded. Starting in September, CH stations (including Montreal’s CJNT-62) will become E! Yes, that E! Only it’s E! in Canada.

This is significant for a number of reasons, the most distressing of which is that CJNT is supposed to be Montreal’s ethnic station, but because ethnic programming isn’t a money-maker, the station was bought out by a company which was in turn bought out by CanWest/Global. They petitioned the CRTC to agree to only 50% ethnic programming during prime time, and though they were denied that request, they still have quite a bit of U.S. network programming in their prime time schedule.

So what was once a struggling 100% ethnic programming station (albeit one that only broadcast for about 12 hours a day) will now include programming that Canadians clearly need on an over-the-air channel: Celebrity gossip and second-rate U.S. network TV shows.

They even have a video with Ryan Seacresty good ness (he even mentions our country’s name!)