Bowing to CRTC pressure, Shaw Communications says it will more fairly market the gay-themed specialty channel OUTtv to its subscribers.

In a Dec. 4 letter to the regulator, Shaw said it will move OUTtv down the dial, from channel 370 to channel 100 ‘where possible’ and to channels 90 to 133 on remaining systems.

The CRTC in a Nov. 4 ruling against Shaw said the cablecaster placed OUTtv high on the dial next to pornographic content, even though the channel has featured no explicit adult content since 2005.

In response to the CRTC charge that Shaw put OUTtv at an ‘undue disadvantage’ with its marketing, the cablecaster said it will offer the specialty channel as part of two ‘All-in’ packages of niche channels.

No longer requiring Shaw subscribers to order OUTtv to receive it, Shaw has agreed to fall in line with rival cable and satellite TV operators, including Star Choice Communications, that offer All-in packages that include OUTtv.

OUTtv has endured a fractured relationship with Shaw since it was launched in 2001 as PrideVision, and continuing after it was acquired by a consortium and rebranded in 2005.

Despite being a Category 1 channel with guaranteed carriage, Shaw complained that it did not want to offend TV viewers in Alberta by distributing a gay-themed TV service.

The latest regulatory moves follow a complaint filed by OUTtv to the CRTC last April.

To repair its relations with OUTtv, Shaw will also offer a one-month free preview period, which is routine with Category 1s. At the same time, the cablecaster stipulates that OUTtv must forfeit its subscriber fees for the sneak-peak period.

OUTtv will also feature in Shaw print and online marketing campaigns, and the cablecaster’s sales representatives will be told of the marketing changes to promote the channel’s profile and take-up.

‘By implementing each of these measures, Shaw is committed to packaging and marketing OUTtv on an equitable basis,’ Michael Ferras, VP of regulatory affairs at the cablecaster, wrote the CRTC.

‘As such, we believe that these measures will ensure that OUTtv will not be subject to a disadvantage on our cable systems,’ he added.