BBC Two. ESPN2. CBC Radio 2. TSN2. And now Bell Media has added another broadcaster to the list of brands whose names literally scream out "second-rate stuff goes here": A Channel/ATV will become CTV Two, they announced on Monday.
Of course, A Channel is a second-rate channel, carrying mostly American programming that CTV has the rights to but can't fit into the main network's schedule. And I wasn't exactly crazy about the /A\ branding either, particularly because of how ungoogleable it was.
A poll apparently told Bell that CTV's brand is the most trusted media brand in Canada, and so it has decided to use that brand to maximum effect. It can't turn A Channel stations into CTV stations directly (most are too close to existing CTV stations), so it'll impose its brand and add a number to it because they can't think of anything better to name it.
Another change will be rebranding the newscasts as "CTV News" - so they'll be indistinguishable from CTV newscasts in all the other markets. Whether viewers of the local stations want this is, of course, irrelevant. The decision comes from the top, using the same logic that killed the Pulse News brand in Montreal.
CTV seems to be implying that it will put more effort into the network than it has in the past, giving it higher-profile shows instead of third-rate crap. It promises "one monster acquisition to anchor the schedule" - which I guess means that they're going to give the network a single hit show and otherwise keep the relationship between the two networks unchanged.
Using A as the sloppy-seconds network is the main reason it has never been profitable. And it will probably remain that way. But part of Bell's deal with the CRTC when it purchased CTV's assets was a commitment to keep the unprofitable A Channel stations running for another three years. So we'll see this experiment continue whether or not it's successful.
There may not be a lot of money for newscasts or original programming for the A stations, but apparently there's plenty of money to keep rebranding this network every few years. Hopefully whoever came up with the stupid name and cheap logo didn't get paid too much.
UPDATE (June 2): The announcement of CTV Two programming for this fall contains little of interest. Certainly no "monster acquisition" I can see.