CTV announced yesterday that its “A channel” network, which is a collection of broadcast stations mainly in Ontario, would be renamed simply “A” and would feature a new look and new logo (right), as well as a new website: atv.ca.
The website address demonstrates the main problem with this new name: It’s just a stupid letter. Like CBC’s Bold and Documentary networks (sorry, “bold” and “documentary”) and Canwest’s “E!” entertainment network, their names are confusing, and their website addresses non-intuitive.
But the biggest problem is that “A” is ungoogleable. You simply can’t own a letter in Google. So if people want to find “A” online, they have to guess what its real name is. ATV? A Channel? A Network? Two of those won’t work either in Google.
So people will just keep calling it A Channel to avoid confusion. Which makes the name change kind of pointless.