Channel Zero is attempting to better tune into the Montreal market with the launch of Metro14, a new HD TV station formerly run over-the-air by the mediaco as CJNT.

The altered name, Metro14, represents the bilingual nature of the channel, with Metro sharing the same meaning in English and French.

“There wasn’t really much of a brand direction prior [to the launch of Metro14],” says Chris Fuoco, VP sales and marketing, Channel Zero. “We want to build a brand that will have a connection with Montreal. We really think of this as a launch of a new station in the market as opposed to a repositioning of an existing station.”

The redesigned station officially launched on Saturday at 6 p.m. as it switched from analog to a high definition signal in response to both the need to migrate to HD and the CRTC-mandated switch to digital, says Fuoco.

Programming on Metro14 is set up to provide Montreal residents with new and older American magazine shows, dramas and comedies, as well as music videos and foreign films during its primetime schedule at night.

Fuoco says Metro14 is targeting 18-to-49 year old multicultural adults, a bit younger than its previous target demo of 25-to-54.

New shows on the station include Hart of Dixie which airs simulcast with the CW every Monday beginning Sept. 26 at 9 p.m. as well as gossip show The Insider, which premieres Sept. 12 and airs every night at 7:30 p.m.

A morning show that offers viewers lifestyle and entertainment programming as well as updates on news, weather and traffic, will begin in early October.

From Media in Canada

Correction: Previously, this article incorrectly referred to Channel Zero as Channel One. Playback regrets the error.