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Juicebox (TV channel)

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Title: Juicebox (TV channel)  
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Subject: MTV2 (Canada), Edge TV, Video Italia (Canada), Bell Mobile TV, Bell Media
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Juicebox (TV channel)

Launched December 2001 (2001-12)
Owned by Bell Media
Picture format 480i (SDTV)
Slogan Music for Kids
Country Canada
Language English
Broadcast area Nationwide
Headquarters Toronto, Ontario
Formerly called MTV2 (2001–2005)
PunchMuch (2005–2011)
Sister channel(s) MTV
Website .ca.juiceboxtvwww
Bell TV Channel 578
Available on many Canadian cable systems Consult your local cable provider for channel availability
FibreOP Channel 228
MTS Channel 323
Optik TV Channel 252
SaskTel Channel 150

Juicebox is a Canadian English language Category B music video specialty channel owned by Bell Media. Juicebox is a commercial-free service that broadcasts music videos aimed at kids, specifically, pre-teens. The videos are approved by a committee consisting of parents and Bell Media employees, who determine the appropriateness of a specific video for the channel's target audience.[1] As with its sister networks, the network is headquartered at 299 Queen Street West in Toronto, Ontario.



In November 2000, Craig Broadcast Systems Inc. (later known as Craig Media) was granted a television broadcast licence by the Canadian Radio-television and Telecommunications Commission (CRTC) for a specialty service called Music 5 that would consist of five separate music video channels that would each focus on a specific musical genre – dance, pop, urban, R&B and "hot hits".[2]

MTV2 logo used from 2001 to 2005.

Before any of the channels had launched, in August 2001, Craig announced that it had reached an agreement with MTV Networks to license the MTV2 brand in Canada for their channels.[3] In December 2001, only one of the five channels was launched, the channel devoted to "Pop",[4] as MTV2. Shortly after the launch, MTV Networks acquired a minority interest in the channel, along with sister network MTV Canada. MTV2 was structured as a free-form music video channel that aired music videos from various artists from different genres, in addition to a small number of concert series including the MTV Canada original series, Pepsi Breakout.

In April 2004, CHUM Limited announced it would purchase Craig Media for CAD$265 million; Craig's interest in MTV2 was included in the sale.[5] The sale was approved by the CRTC on November 19, 2004,[6] and the transaction was completed two weeks later on December 1.[7]

As PunchMuch

After the sale, MTV Networks chose to terminate its licensing agreement with Craig due to a clause in the contract allowing it to end it if a change in control occurred.[8] CHUM was required to pay CAD$10 million in licensing fees to MTV Networks for the time remaining in their contract. The contract termination also meant that MTV Networks was no longer able to retain interest the channel.[8] On June 9, 2005, CHUM announced it would rebrand the channel on June 30 as PunchMuch, changing the format to an automated music video service that would allowed viewers the ability to request music videos, participate in on-screen chat, polling and other interactive participation with their mobile phone.[8] MTV Canada was rebranded Razer on the same day.[8]

PunchMuch logo used from 2005 to 2011.

In July 2006, Bell Globemedia (later CTVglobemedia) announced that it would purchase CHUM for an estimated CAD$1.7 billion, including PunchMuch.[9] The sale, also needing approval from the CRTC, was approved on June 8, 2007,[10] with the transaction completed on June 22. After a three-year absence, the MTV2 brand returned in Canada when CTVglobemedia rebranded Razer as MTV2 on August 1, 2008.[11]

From its inception, the channel had operated as an advertiser-supported service; on August 31, 2009, commercial advertising was dropped from the channel's schedule.[12]

Ownership changed hands once again when on September 10, 2010, Bell Canada (a minority shareholder in CTVglobemedia) announced that it planned to acquire 100% interest in CTVglobemedia for a total debt and equity transaction cost of $3.2 billion CAD.[13] The deal was approved by the CRTC on March 7, 2011,[14] and was finalized on April 1 of that year, on which CTVglobemedia was rebranded Bell Media.[15]

As Juicebox

PunchMuch was subsequently rebranded Juicebox on November 17, 2011, focusing on music videos aimed at children, with an emphasis on videos aimed at pre-teen audiences.[1] Following the launch of the channel, CTV began airing a two-hour block of Juicebox-branded videos on Saturday mornings.


  1. ^ a b Bell Media Launches New 24-Hour Music Video Channel Broadcaster Magazine 2011-11-17
  2. ^ Decision CRTC 2000-539 CRTC 2000-12-14
  3. ^ TV Land, MTV and Craig Broadcast Systems to Launch New Canadian Services in September; PR Newswire; 2001-08-21
  4. ^ Broadcasting Decision CRTC 2003-65 CRTC 2003-02-21
  5. ^ CHUM buying TV broadcaster Craig Media for $265M; CBC; 2004-04-12
  6. ^ Broadcasting Decision CRTC 2004-502; CRTC; 2004-11-19
  7. ^ CHUM completes $265 million purchase of Craig Media and financing Fasken Martineau
  8. ^ a b c d "CHUM to launch interactive, automated music video station". The Globe and Mail. 2007-06-29. 
  9. ^ Bell Globemedia acquires CHUM; Fasken Martineau; 2006-07-12
  10. ^ Broadcasting Decision CRTC 2007-165; CRTC; 2007-06-08
  11. ^ MTV2 to Launch in Canada Mediacaster Magazine 2008-07-17
  12. ^ More Music Videos as MuchVibe, MuchLOUD, MuchMoreRetro, and PunchMuch go commercial-free Channel Canada 2009-08-26
  13. ^ Bell Canada (2010-09-10). "Bell to acquire 100% of Canada's No.1 media company CTV". CNW Group. Retrieved 2010-09-10. 
  14. ^ CRTC approves BCE's purchase of CTVglobemedia
  15. ^ Bell completes acquisition of CTV, launches Bell Media business unit CNW 2011-04-01

External links

  • – Juicebox official website

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