How could Crave's commissioning of Meatballs affect CTV's content strategy?
Crave's new Canadian comedy may strengthen CTV's content partnership Crave, the Canadian video-on-demand service, is commissioning the new comedy series Meatballs, which features Bill Murray and Maddie Phillips. This production, made by Canadian companies Blink49 Studios and Incendo, is being sold by Sphere Abacus, the distribution company owned by Crave parent Bell Media. The commissioning of this new, risk-taking Canadian content reinforces the existing partnership between Crave and CTV, which drives joint franchise production and content distribution. This activity demonstrates Crave's commitment to Canadian lore and charm, leveraging its success to prove Canada's ability to deliver content internationally.
- Effect
- Mild positive
- How direct
- Brind's reasoning
- When
- Within weeks
- The story
- Gone quiet
How it reaches CTV
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Crave commissioned *Meatballs*, a new comedy series that reimagines the 1979 classic featuring Bill Murray. Maddie Phillips, who plays the character Skipper, discussed the project, noting that she did not draw on Bill Murray’s established character. The series is billed as a raunchy, irreverent reimagining of the original.
The full event1independent outlet -
Crave and CTV maintain a partnership that drives joint franchise production and content distribution. The commissioning of new, successful Canadian content by Crave reinforces the value and activity of this strategic partnership.
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The facts so far
As reported. Each one links to where it comes from.
- Meatballs is a new version of the 1979 Canadian comedy classic.deadline.com
- Crave is commissioning risk-taking programs, such as Meatballs.deadline.com
- Sphere Abacus, the distribution company owned by Crave parent Bell Media, is selling Meatballs in Cannes.deadline.com
- The show is noted as playing into Canadian lore and charm.deadline.com
Why it matters
For CTV, a key Canadian media entity, the reinforcement of its content partnership with Crave is strategically important. This partnership is a core mechanism for joint franchise production and content distribution, allowing CTV to benefit from Crave's investment in high-profile, Canadian-themed programming.
This activity comes amid a broader trend where Crave is leveraging the success of shows like Heated Rivalry to prove that Canadian content can resonate internationally. This focus on Canadian lore and charm positions the partnership as a key driver for both platforms' market presence.
What we don't know yet
- Will the success of Meatballs lead to increased joint production commitments between Crave and CTV?
- How will the international reception of Meatballs affect the overall valuation of the Crave/Bell Media content pipeline?
What would change this answer
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Reporting
- deadline.comOct 12
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Brind's analysis is written by AI from the reporting linked above and can be wrong. This explainer is a possibility worth considering, not a forecast: steps marked as Brind's reasoning are not stated in the reporting. It is not investment advice; do your own research.