Two of Canada’s biggest broadcasters have been using their own airwaves to endlessly promote their latest investments.
 
It started on Wednesday, when Troy Reeb, the head poobah at Corus Radio, began appearing on nearly every show on GNR 640 (including Charles Adler’s national program) to tubthump the company's new app.
 
It’s similar to their old one that allowed you to access Global TV content on the web, with one new “secret sauce” – you can now find all of Corus’ content, including all their cable outlets and all their news shows from across the country on a single application, without having to jump around to different sites. He seemed to be everywhere and on every show.

The way they were carrying on, you might have thought someone had invented a coronavirus vaccine. 
 
Twenty-four hours later, it was Bell’s turn, announcing a partnership to provide content to Quibi, a new service that provides 8-10 minutes of high star-powered content for people to watch primarily on their phones.
 
Bell’s head media man Randy Lennox began the morning on John Moore’s CFRB show singing the still-to-be-launched service’s praises (they even had the nerve to tag it as “Breaking News” on the 8 AM cast), then turned up on CTV News at Noon in Toronto, along with Evan Solomon’s national radio show an hour later. Expect him to keep promoting it as the day goes on and on.
 
In case you’re not familiar with it, Quibi (short for Quick Bites) is a service from former Disney exec. Jeffrey Katzenberg that’s been hiring high profile content producers like Steven Spielberg and stars like Kiefer Sutherland to create mini-shows designed to be watched while waiting for a bus or being called into your doctor’s office. Its screen size is specifically made for smart phones, and can be watched from either perspective on your device, depending on how you have your phone turned.
 
And for a change, neither version will be geoblocked or have content deleted because it’s from the U.S. CTV News and sports from TSN will also be provided.  
  
I suppose it only makes sense that these guys would turn up endlessly on different day parts to spread the word. But it’s a word that definitely doesn’t bear repeating if you’ve already heard it over and over and over throughout the day.
 
Global’s app is free, but you have to be a cable or satellite subscriber and sign in to get the cable channel material. Quibi, a sort of real life version of the old “Short Attention Span Theatre,” will cost $6.99 for an ad-filled version or $10.99 for a premium subscription without the spots.
 
I keep wondering if Rogers is sorry it ever gave up on its Shomi service, seeing the success its arch-rival has had with Crave and now reaching out for this new concept. 

Personally, I wouldn’t spend a dime on Quibi, but it might work for a generation used to watching short YouTube and TikTok videos. It will either be a huge hit or a colossal failure. But a lot of very wealthy folks are betting big on the former. It will take a lot longer than 10 minutes to find out which. The service launches April 6th.