Cannabis digital media company and lifestyle brand Civilized and Toronto’s Insight Productions have struck a partnership deal to develop cannabis-inspired programming.
The partnership will see new content produced for both broadcast and digital platforms, including “programming that champions and explores modern cannabis culture” from docuseries, cooking and science, to business series.
Insight’s Tanya Low, vice-president of Development, is overseeing the creative for the prodco, known for producing hit series like Amazing Race Canada, Top Chef Canada, Big Brother Canada and other shows in the reality/factual realm. Derek Riedle, Civilized’s publisher, will oversee creative direction for Civilized.
“We’ve been impressed with Civilized’s vision of cannabis and culture, and we share a lot of the same creativity, drive, and values,” said John Brunton, chairman & CEO of Insight Productions, in a press release. “Cannabis is a really hot space right now, and we’re happy to partner with one of the industry’s creative leaders as we take cannabis programming to the mainstream in new and exciting ways.”
With operations in both Canada and the U.S., Civilized’s offerings have grown to encompass digital, television and podcasts, in addition to events, experiences and even fashion.
“As stigma fades, we’re seeing a surge of interest around cannabis. Not only from those who consume it, but particularly from the masses of the canna-curious who want to learn more and see what’s behind the curtain,” added Riedle. “That curiosity is feeding a tremendous appetite for all things cannabis, and we’re excited to be paving the way with one of the best producers in the country. We’ve always believed that cannabis deserves a place in the mainstream, and this development deal is a tremendous step in that direction.”
Civilized announced another partnership Monday, with Cannabis Club TV (CCTV) in the U.S., to distribute original content via the in-dispensary OTT network that reaches 2.6 million monthly viewers at 175 point-of-sale locations in 11 states. The ad-supported network will now feature exclusive Civilized channels with programming like series Ask a Budtender and First High, along with new shows as part of the network’s summer line up.
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