Of Logos, Owners, and Cultural Intermediaries: Defining an Elite Discourse in Re-branding Practices at Three Private Canadian Television Stations

Abstract

This article explores the relationship between local television stations and national networks through a careful study of station re-branding. The relationship is exploredO n August 18, 1997, viewers of CKND-TV in the prairie city of Winnipeg turned on their televisions to see the station had been re-branded, seemingly overnight, as Global Winnipeg. As then-CanWest president Jim Sward explained of the decision to re-brand all owned-and-operated stations to Global, "In a world of increasing fragmen-