Global Television will produce and air this year’s Gemini Awards on Nov. 19, scooping the annual celebration of Canadian television from its longtime broadcaster, the CBC.

It’s the strongest signal yet that Global, the network once derided as an enemy of Canadian programming, is positioning itself as a Cancon champion. It’s also the latest indication that private casters may be better placed than the CBC to promote such celebrations.

‘The one thing I know will be different is the level of promotion,’ says Maria Topalovich, president and CEO of the Academy of Canadian Cinema and Television, which runs the awards.

‘Global’s multi-platform marketing and promotion will boost awareness of Canadian television,’ she says. ‘There’s a very strong commitment from Global to really put the Geminis on the map.’

Global’s new Entertainment Tonight Canada will be a prime promotional vehicle for the Geminis. The strategy also includes exposure elsewhere on the network and on outlets owned by parent CanWest MediaWorks: the secondary CH network, eight specialty channels, radio stations in Kitchener and Winnipeg, and CanWest newspapers including the National Post.

The Gemini gala has also moved to Saturday night from the traditional Sunday.

‘Sunday is a bloodshed night for private television broadcasters, with some of the hottest TV shows,’ says ACCT chair Paul Gratton. ‘Saturday is close behind but not quite as competitive.’ The gala is preceded by two nights of craft and other awards, which will air on Rogers.

This will be the 20th anniversary of the Geminis, and Topalovich is particularly hopeful that Global will reenergize the awards in the same way that CHUM boosted ratings for the Genies since snagging the film awards show from CBC two years ago.

‘The structure of private broadcasters is different from a public [broadcaster],’ says Topalovich. ‘What CHUM brought to the Genies was a seven-week campaign that was presented on all their stations, expanded into radio [and other media]. They made a true commitment to it as one of their shows. They know who their audience is and how to present shows to their audiences.’

Barbara Williams, senior vice-president of CanWest MediaWorks, says Global’s new involvement in the Geminis ‘dovetails nicely’ with its new strategy to be supportive of Canadian programming. ‘It’s a huge part of our commitment to our viewers, never mind our regulators.’

Only a few years ago, such a statement from the halls of CanWest might have drawn guffaws from the production sector. For years, the late Israel ‘Izzy’ Asper, the CanWest founder and patriarch of its ruling family, was seen at best as a reluctant purveyor of Cancon and, at worst, as its foe.

The enmity was never more naked than at the 2003 Geminis, mere weeks after Asper’s death. After Gratton read a carefully worded tribute to Asper – praising his ‘energy,’ for example – the industry audience offered none of the traditional applause. They sat in utter silence as the TV camera lingered briefly on a stonefaced Leonard Asper, the late patriarch’s son.

Williams acknowledges that Global has changed its tune on Canadian programming. ‘I think as Global steps back into the game a little more aggressively, it’s good for everyone,’ she says. Williams even stifles a chuckle when it is suggested that the network is unlikely to draw many Gemini nominations as it takes over the awards show.

‘That’s probably true, but that’s not what this is about,’ Williams says. ‘The Geminis are about the industry as a whole. We all want to celebrate the wins of Canadian television.’

Slawko Klymkiw, CBC’s departing executive director of network programming, says his network suggested eight months ago that the Academy seek alternatives.

‘For the longest time we’ve done the Geminis, paid for them,’ he says. ‘We think there has to be a shared responsibility [in the industry]. I’m very happy that Global has decided to do it.’

Topalovich and Gratton insist that this isn’t a slight against the pubcaster.

‘At the end of the day, when it’s the same people who do it year after year, there’s a certain consistency of approach,’ says Gratton. ‘Some months ago, the CBC itself said they didn’t want to do the same-old same-old. That’s when we approached other broadcasters as well.’

All parties say the decision predates the CBC labor lockout by several months. Williams says talks began shortly after she joined CanWest in February. Her arrival was part of an executive housecleaning that heralded Global’s Cancon turnaround.

‘I think it’s very important to know that the CBC is still a partner in this venture,’ says Williams. ‘We’re looking at building a one-hour [Gemini anniversary] special that a piece of the CBC would be particularly involved in.’

The Gemini Awards will be held in Toronto, Nov. 17-19. Nominations for news, sports and documentary programming will be announced Oct. 4, the remaining noms on Oct. 11 on Entertainment Tonight Canada.