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This article explores the relationship between local television stations and national networks through a careful study of station re-branding. The relationship is explored through case studies of the three privately owned English-speaking television stations in Winnipeg, Canada. Through in-depth interviews with station and network executives, the author investigates the critical factors that facilitated the re-branding of Canada’s private television networks between 1997 and 2005. This period saw many English-speaking television networks unite their respective affiliate stations under a single logo and brand. Influenced by branding theory and scholarship on Canadian broadcasting, this article examines the shift away from local identification in Canadian broadcasting and the benefits, challenges, and resistances therein. Cet article explore le rapport entre les stations de television locales et les reseaux nationaux au moyen d’un examen meticuleux des changements de marque des stations. Pour ce faire, l’auteur a mene des etudes de cas sur les trois stations de television privees de langue anglaise a Winnipeg, Manitoba. En se fondant sur des entretiens en profondeur avec des cadres de stations et de reseaux, l’auteur explore les facteurs critiques qui ont permis les changements de marque des reseaux de television prives au Canada entre 1997 et 2005. C’est durant cette periode que plusieurs reseaux de television anglophones ont uni leurs stations affiliees respectives sous la banniere d’un seul sigle et d’une seule marque. Influence par les theories sur les strategies de marque et les recherches sur la radiodiffusion canadienne, cet article examine la distanciation prise dans la radiodiffusion canadienne par rapport a l’identification locale, ainsi que les bienfaits, defis et resistances qui decoulent de cette distanciation.

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