MuchMusic Tells Canada to FLICK OFF

CHUM Television, led by MuchMusic, with support from Citytv stations nationally, announced it is the exclusive broadcast media partner of FLICK OFF, a national movement to fight global warming.

The ground-breaking campaign launches today, and challenges Canadians to take simple steps to conserve energy and eliminate deadly carbon emissions – the root cause of global warming.

“FLICK OFF is a natural fit for MuchMusic – it’s a perfect match for our young and savvy demographic and a great way to encourage youth to reduce greenhouse gas emissions,” said David Kines, VP, Music & Youth Services, CHUM Television. “MuchMusic has a long history of covering issues that are important and relevant to youth. Now, we’re delivering arguably the most important message of our time. We’re eager to use our multiple platforms to inspire Canadians to FLICK OFF and get serious about curbing their energy and natural resource consumption.”

MuchMusic’s support kicks off with a 15-second teaser it has produced pro bono, which debuts today on CHUM Television stations reaching Canadians nationwide. Shot in a hand-held format, the spot shows three familiar scenarios where people can reduce their energy consumption – an idling car, an unattended computer and a burning light bulb. The call to action, “Tell everyone you know to FLICK OFF,” encourages young people to take an active role and spread the message. Developed to pique interest, the teaser will be followed by additional promos in the months to come.

MuchMusic has also developed a microsite at www.muchmusic.com featuring FLICK OFF custom content. In addition to programming and promotional support from CHUM stations across the country, 100% of the proceeds of official FLICK OFF merchandise sold at the MuchStore (www.muchstore.ca) will go to the cause.

FLICK OFF (www.flickoff.org) is a movement to fight global warming. It is a unique partnership among a national environmental group, companies, media and government: Environmental Defence, Virgin Mobile Canada, Roots Canada, MuchMusic and the Government of Ontario.

Recognized by Strategy magazine as the ‘Brand of the Year’ for 2005, MuchMusic is an integral part of today’s pop culture landscape – delivering fans an unparalleled music television experience since August 31, 1984. Direct from our critically acclaimed street-level studios in downtown Toronto, each and every program day not only hits the best in top music video, but creates a destination where fans can stay connected to “The Nation’s Music Station.” www.muchmusic.com

CHUM Television is a division of CHUM Limited (www.chumlimited.com), one of Canada’s leading media companies and content providers which owns and operates 34 radio stations, 12 local television stations and 21 specialty channels. CHUM’s original content is seen in over 120 countries worldwide and is distributed via new media platforms, including interactive television, wireless services and exclusive CHUM-branded Internet properties.