They may not readily admit it, but women who prefer watching movies to sex are in luck: Corus Entertainment has rebranded SexTV as W Movies, an all-cinema complement to its W Network.

Targeting women 25 to 49, the new channel will launch March 1 with ’round-the-clock movies similar to those seen on W, says Shelley Findlay, a marketing VP at parent Corus. March will feature movies like Sleepless in Seattle, Shakespeare in Love and What Lies Beneath.

It’s also the first time a broadcaster has launched a female-targeted all-movies channel, she says.

The relaunch will be promoted with a multi-media campaign including radio in Vancouver and Toronto, print in Vancouver’s Metro and nationally through Famous magazine. It will also, of course, be promoted via Corus properties including Cosmo, Viva and W.

SexTV was acquired by Corus last year along with Drive In Classics, which it also rebranded as Sundance Channel.

From Media in Canada