MONTREAL — TV watchers could see better U.S. programs and some new Canadian content on Canwest Global television stations as new owner Shaw Communications takes on CTV, industry observers say.
The Global TV network is No. 2 behind CTV reaching an estimated 32 million viewers and gives Calgary-based Shaw a strong platform to promote its brand, Desjardins Securities analyst Maher Yaghi said Tuesday.
“I wouldn’t not be surprised at, maybe, Shaw becoming more aggressive in getting better shows, buying better shows to bring on Global TV, to make it more competitive and to increase the ratings,” Yaghi said.
That would mean Shaw would need to outbid CTV for the top-rated shows that it carries such as the Law & Order and CSI franchises, Lost, Desperate Housewives, American Idol and Grey’s Anatomy.
Global already has popular programs like “House,” “Glee” and Showcase’s “Trailer Park Boys.”
Calgary-based Shaw Communications acquired the stations in a $2- billion deal that makes the Calgary-based Shaw family the owners of a national TV network. It also gets the broadcast rights to a variety of Canadian TV shows, as well as valuable agreements with U.S. networks.
Shaw has appointed Paul Robertson, president of Shaw-controlled Corus Entertainment’s TV division, to manage its purchase of the Canwest Global television assets.
Ryerson University journalism professor Suanne Kelman said there won’t likely any short-term changes for viewers as Shaw will continue to buy U.S. programs for the Global stations.
“This has always been the Canwest model and I don’t see any reason why Shaw would want to change it,” Kelman said from Toronto.
Ian Morrison, spokesman of Friends of Canadian Broadcasting, said the federal broadcast regulator is going to take a more serious look at the spending on Canadian programming.
“Shaw is all of a sudden competing in a new league here where they have to be seen as doing a good thing for Canada,” he said, noting that Shaw also has money to invest in new Canadian programming.
“They’re in competition with CTV, which is a very strong brand.”
But Morrison noted that it can take several years to bring Canadian content to television screens.
“On balance, I think that things will likely get better. Viewers will have more choices,” Morrison said.
Kelman was less optimistic about Shaw producing Canadian content.
“I don’t notice anything in their statements that would suggest a sudden, passionate interest in creating exciting Canadian content,” she said.
She said Shaw’s biggest branding opportunity will be with Global TV’s news, noting that anchor Kevin Newman is leaving this summer.
Shaw, until now primarily a cable TV, satellite TV and Internet provider, will get 11 local Global TV stations across Canada and a group of specialty channels, including Showcase, MovieTime and HGTV. It also gets the broadcast rights to a variety of Canadian TV shows, as well as valuable agreements with U.S. networks.
Shaw president Peter Bissonette has said viewers won’t notice much change right away.
“In the short run no, but in the long run yes,” Bissonette said this week.
“What you may see as a Shaw customer you may see more content be made available as part of our Internet offering, our video-on-demand offering.”
Analyst Brahm Eiley said Canwest has been “aggressive” in its purchase of U.S. programs.
“Unless Shaw goes completely gangbusters, there won’t be anything that’s really discernible to viewers,” said Eiley, founder of the Convergence Consulting Group in Toronto.
Eiley said content from Global may end up on Shaw’s video-on-demand offering but not necessarily on mobile phones on its wireless network, which is expected to launch next year.
“This idea of mobile and content in the North American environment has yet to take off and in the near future we don’t see it taking off,” Eiley said.
Consumers prefer to watch sports, news and weather on their phones rather than full-length TV shows, he said.