TORONTO – Beginning December 13th Bell Media’s 17-year-old Sympatico web portal will become The Loop by Sympatico and will feature more original video hosted by some newcomers and some mainstays such as Jeanne Beker and Leah Miller.
For those wondering, Bell Canada’s Sympatico DSL broadband product will retain its branding. As well, the company will re-brand and re-launch the French language Sympatico site in 2013, and spin off another new web presence next year when it gathers all of the company’s automotive content under one digital roof. “All the car people have been asking for this,” added MacLeod.
The Loop will be operated under Bell Media’s specialty channel umbrella headed by VP specialty channels Catherine MacLeod, who said at the launch in Toronto Tuesday that “we’re going to bring a television sensibility to the web,” with loads of original video content available only on The Loop. “When you’re a portal, the content piece is a bit thin and stretched across a bunch of different things. When you’re a specialty, you focus in on what makes sense. So, we’ve eliminated a number of the verticals and we’re going to focus on the really important ones,” she told Cartt.ca.
The new portal is going to be a place where users can access the “latest news and information, entertainment buzz, and practical lifestyle advice designed to help make life better and easier,” according to the press release. New content channels, including Living, Style, and Showbiz, all have a lifestyle focus with “fresh and fun, shareable content,” according to the press release.
“After 17 years of digital innovation and marketplace success, Sympatico was ready for the next stage in its evolution – the bringing together of Bell Media’s content expertise with the incredible digital delivery opportunities of Sympatico,” said MacLeod.
“The Loop is a daily destination with brand-defining correspondents for each content channel, and a whole team dedicated to original video production,” says the Bell press release. “The Loop will enhance the experience of our loyal Sympatico audiences with content so effortless and fun, visitors to the site will want to make it part of their daily routine.”
Bell is targeting The Loop’s channels at the 25-54 demographic and each will feature video series and segments from industry experts, as quoted below from the press release:
Living
The Loop Living is users’ “new BFF: approachable and realistic and not afraid to ask (or answer) the tough questions.” Content highlights include:
• Cynthia Loyst having candid discussions about love and relationships of all kinds, whether with co-workers, friends, or significant others
• Girl about town Aimee Keane brings visitors the hottest trends in food, drink and style, and how to hit them on a budget
• Gardening expert and The Marilyn Denis Show regular Owen Reeves takes the mystery out of gardening for those who don’t remember, or never knew how
• App Central’s Amber MacArthur, takes users into the evolving world of technology and social media, highlighting the latest and greatest apps for busy lives.
Style
The Loop Style exposes Canadians to all aspects of personal style without being pretentious. Visitors can expect articles and video that is conversational, accessible, and approachable. The channel includes:
• Video features from international fashion journalism icon Jeanne Beker who makes sense of the latest in fashion and culture to help users’ define their own sense of style
• Experts from The Marilyn Denis Show, including:
• Peter Papapetrou discusses what fashion-conscious readers need, and what they really don’t have to care about
• Sebastien Centner discusses all aspects of entertaining, from décor to great cocktails to recipes.
• Eden Bluestein chats about all things beauty in her bubbly, engaging way
• Amanda Forrest makes the world of home décor and design much more accessible, broken down into manageable elements that work in real life.
Showbiz
The Loop Showbiz carefully hand-picks a daily pop culture fix. Experts aim to amuse while guiding users through a vibrant mix of news, reviews, and celebrity interviews, like:
• Fun insider interpretation of the best entertainment news with ETALK’s Danielle McGimsie
• With her penchant for cooking and baking, along with her love for celebrity interviews, E!’s Leah Miller will cook and converse with celebs that may or may not be skilled in the kitchen.
News
The Loop News offers news and information from CTV News with a spotlight on those news items that are most meaningful for The Loop audience.
– Greg O’Brien
