Storage Wars Canada unveils broadcast details, brand opps

The reality show premieres Aug. 29 on OLN with a rebroadcast on City, and a sneak peek premiere at Fan Expo on Aug. 24.
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Rogers Media said Thursday that Storage Wars Canada will premiere on Aug. 29 at 9 p.m. on OLN, followed by a rebroadcast on City.

To build hype around the half-hour homegrown reality series, Rogers will also screen a world premiere sneak peek of Storage Wars Canada on Aug. 24 at the upcoming 2013 Fan Expo in Toronto, with the cast on hand for a panel discussion and autograph session afterwards.

The Canadian version of the U.S. reality show, in which the cast of competitors attempts to outwit and outbid rivals to win the treasures (or trash) left behind in abandoned storage lockers, has also opened up a slew of opportunities for brands to get in on the action.

Kamaldi Badlu, director, specialty and entertainment, Rogers TV sales, says there will be a variety of custom sponsorship and integration opportunities available in categories, including tourism, automotive, food and beverage, beer and liquor, junk disposal and financial and lending companies.

For example, automotive brands can be featured at the start of each episode when the show’s cast members drive to the auction site, while GPS and navigation tools can be featured in interior shots of vehicles.

The sponsorships are available for all three 12-episode phases of the show’s first season.

Badlu says the approach, which will also include digital opportunities through online content leading up to the premiere and after each episode, is new for OLN, adding that the channel has typically only offered TV ad opportunities, but is shifting to a more multi-platform approach like other Rogers Media channels.

She says that similar ad and sponsorship opportunities will be offered for the upcoming series The Project: Guatemala, which is set to premiere in the fall.

Storage Wars Canada is produced by Toronto-based Proper Television, and is based on the format created by Original Productions, a subsidiary of FremantleMedia.

Guy O’Sullivan and Allison Grace are exec producers, and Geoff Suskind is series producer.