The Briefing Room

Hollywood, CA – June 18, 2008 – Building on a growing portfolio of high-definition broadcast design projects, LA-based creative group spark was recently commissioned by leading Canadian media company Astral Media to develop on air packages for the expansion and launch of two channels. In addition to launching the existing Mpix in high-definition, spark also developed both standard and high-definition packages for the new Morepix, a complementary channel offering ‘more’ of the same great content for which Mpix is known.

Today’s announcement further expands the company’s HDTV footprint and builds upon their longstanding relationship with Astral Media. As spark has been essential to the launch, re-launch and ongoing promotional campaigns for multiple Astral Media channels over the last 10 years, they were the clear choice to assist the company in its new HD endeavors.

“Having been a part of our growth from an early start, spark has a solid grasp of our brands and did a fantastic job in launching us into HD,” said Heather Senst, Executive Creative Director of Astral Television Networks and Family Channel. “The creative they delivered is exactly what we needed.”

Pulling from spark’s original Mpix “Reelworld” concept, the completed Mpix and Morepix packages expose the viewer to a unique graphic environment where all of their favorite movies co-exist. An eclectic mix of characters define the many movie genres available within the Mpix and Morepix venues. Components include monthly image spots and a complete on air package consisting of IDs, opens, closes, end pages, lower thirds, logos, bugs and a comprehensive toolkit

“The opportunity with Mpix allowed us to take the existing brand and evolve it to live in the HD world while also considering the new entity, Morepix, in both the SD and HD worlds” explained Elaine Cantwell, founder and Creative Director of spark. “The challenge with Morepix centered around keeping the brand similar to Mpix, while still clearly delineating the two channels as venues to find and discover your favourite movies.

About spark

Committed to harnessing the creative spark through emotive and thought provoking brand communication, spark blends unique vision, effective strategy and innovation together in the development of creative solutions for media clients. Raising the creative bar of the broadcast design industry, spark creates a broad range of groundbreaking, award-winning identity packages. For more information on the company and its clients, visit www.sparkcreativeinc.com.

About Astral Media

Astral Media is a leading Canadian media company, active in specialty, pay and pay-per-view television, radio and outdoor advertising. Astral Media’s solid and dynamic presence in the country’s major markets rests on its commitment to offer a unique combination of high-quality, targeted media for all its audiences.

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PRESS CONTACT:

Kristien Brada-Thompson/Priority Public Relations – Los Angeles

p. 661-964-0333; e. kristien@prioritypr.net

CREDIT LIST

Client Contact:

Primary Contact:

Heather Senst

Company:

Astral Television Networks

Address:

181 Bay Street Suite 100

Toronto, ON M5J 23

Phone:

416.956.2010

Fax:

416.956.2012

Email:

hsenst@tv.astral.com

Client Credits:

SVP. Marketing & Sales

Domenic Vivolo

Executive Creative Director

Heather Senst

Associate Creative Director

Matthew Waddell

Manager On Air Production

Melissa Carpenter

spark Credits:

Creative Director/Designer

Elaine Cantwell

Executive Producer

Patty Kiley

Producer

Toby Keil

After Effects/Editor

Miles Kinghorn

Hardware/Software Used:

Mac Dual 1.8 G5

Knoll Light Factory Plugin

Photoshop CS

Trapcode 3D Stroke Plugin

Illustrator CS

After Effects 7.0