“The CANADIAN SCREEN AWARDS are a true reflection of the multi-platform universe of today,” says Academy Chair Martin Katz. “News, sports and entertainment now come to us on screens of many sizes, with more to come. Through the CANADIAN SCREEN AWARDS, the Academy will celebrate our talent and our productions with our industry and the Canadian public in one major national CBC broadcast,” adds Katz.
Academy CEO Helga Stephenson says the new CANADIAN SCREEN AWARDS are a direct result of industry demand. “The industry has been asking for this change for some time. We opened up the conversation with our Members and other participating groups, consulted a report on the Academy prepared by the Schulich School of Business at York University and spoke with our broadcast and funding partners. As a result, the Board of Directors made the decision to merge the shows and a new chapter in the Academy’s history began,” says Stephenson.
The Academy Board of Directors asked Endeavour Marketing to undertake a branding process for a new name and to design a new award statue. Endeavour began a series of focus groups and stakeholder interviews to arrive at the CANADIAN SCREEN AWARDS which then tested positively within the industry.
“We wanted the new awards’ name to be accessible while retaining the legacy and pedigree of our industries that is prestigious, elegant and authoritative,” says Barry Avrich, President, Endeavour Marketing and ACCT Board Member. “CANADIAN SCREEN AWARDS reflects the pride we have in our screen industries, all of which have resonated with superlative content, nationally and internationally. We wanted the statue to reflect the immersive nature of entertainment while celebrating both the excellence of the big and the small screens.”
“We believe that a nickname for the statue may emerge over time as it has for other major awards in the world. Our ultimate aim is for the Canadian public to identify with these awards, to experience Canadian pride in these awards and to make it crystal clear what we are celebrating every year,” says Stephenson.
The annual Prix Gémeaux will continue to celebrate French-language television and digital media on Radio-Canada, with this year’s show on Sunday Sept. 16, 2012.
Established in 1979, the Academy of Canadian Cinema & Television is a national, non-profit, professional association dedicated to the promotion, recognition and celebration of exceptional achievements in Canadian film, television and digital media. Unifying industry professionals across Canada, the Academy is a vital force representing all screen-based industries.
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