By Diane Wild of TV, eh?
When is a Canadian Broadcast Premiere not a Canadian Broadcast Premiere? Apparently, when a Canadian broadcaster needs to quietly fill their Cancon requirements across multiple networks.
XIII, a Canadian co-production premiering tonight on Showcase in its “Canadian Broadcast Premiere,” according to Shaw media releases, actually aired yesterday at 10 am on Shaw-owned Mystery TV, where it is scheduled to regularly precede the Showcase airing. (Thanks to commenter Roger for pointing this out.)
“XIII premieres Wednesday, April 20 at 10 p.m. ET/PT exclusively on Showcase” says a March 15 media release, so either the Mystery scheduling came in the last month – so why slap in on Tuesday and not, say, Thursday? – or the publicity for XIII has been less than truthful.
It’s not unusual for a Canadian broadcaster to air content across multiple networks to fulfill Cancon requirements – Haven is currently airing on Global after a run on Showcase, for example. US networks do it with their reruns, too. It’s not unusual that Showcase would be the network of choice to launch a show, since Mystery is the more obscure channel. What is unusual is for publicity to falsely promote an “exclusive” airing and a “broadcast premiere” for the second window of a show. Not to mention the more obscure channel airs it at such an obscure time. It smacks of a disregard for the show and, as part of a pattern of broadcaster behaviour, for Canadian content in general.
I’ve asked for clarification from Shaw’s public relations team and will update with any further clarification.