Pattison Media Ltd. logo featuring three J's to honour the company owner Jim Pattison. (submitted/JPBG)

By paNOW Staff

rebranding

Broadcast group renames itself and celebrates with $16 million boost for local business

Apr 7, 2021 | 12:47 PM

After more than 20 years of operating under the name of Jim Pattison Broadcast Group, the company has announced it will be reorganizing under the new name of Pattison Media Ltd. effective May 1, 2021.

The organization runs several successful local radio stations and web portals across western Canada including in north central Saskatchewan in Prince Albert, the Battlefords, Meadow Lake, Melfort and La Ronge as well as an agriculture news portal.

In a media release to celebrate the change in name, Pattison Media said it would be launching its initial media campaign, AMPLIFY Canada, in support of local business.

“We are excited today to announce that our company is taking the next step in progressing from a broadcast company into a multi-platform media organization,” president Rod Schween, stated in part, in the media release. “As such, going forward, we will be known as Pattison Media. This new corporate brand symbolizes our commitment to nimbly navigate the new media and broadcasting landscape that we find ourselves in.”

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Schween explained the new company logo features three J’s in honour of owner, Jimmy Pattison, which come together to symbolize the three components of media that form the foundation of the organization: audio, video, and digital. The subtle ‘play button’ in the middle of the new mark is also a universal symbol of moving forward, “which we wholeheartedly embrace as we prepare our organization for post-COVID times,” Schween said.

Jim Pattison is the owner of Pattison Media Ltd. (submitted/JPBG)

As part of the rebrand, Pattison Media Ltd. is announcing a $16 million campaign to support local business in Canada, highlighting its importance in communities, the Canadian economy, and the future of the organization.

The AMPLIFY Canada Campaign will bring an injection of support in markets across Canada where Pattison Media operates. With 48 radio stations, three TV stations, 17 News portals, and 36 markets across B.C., Alberta, Saskatchewan, and Manitoba, Pattison Media serves approximately 22 per cent of the Canadian population.

Local business boost

AMPLIFY Canada is a 12-month initiative, launching on all Pattison Media platforms on Canada Day, July 1, 2021, which will highlight the stories of local businesses, community groups, and individuals who have amplified our communities. Those that have flourished, those that have recreated themselves and even those that might need our help to continue serving their markets.

AMPLIFY Canada (submitted JPBG)

The organization said the initiative will be supported through PSA campaigns, news stories, business profiles, contesting, on-air announcements, website and social media campaigns, and podcasts “which will encourage us all to ‘Think Local’ first.”

The community can enter weekly and monthly prizes and will culminate with a grand prize (estimated valued at $10,000), in June 2022. Further details will be released in the coming weeks.

Editor’s note: the various portals paNOW, battlefordsNOW, meadowlakeNOW,northeastNOW, larongeNOW and farmnewsNOW are part of the Jim Pattison Broadcast Group to be rebranded as Pattison Media Ltd. from May 1.

For the complete media release click here.

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panews@jpbg.ca

On Twitter: @princealbertnow