Move Over BT - Global News is Taking Over Mornings

Ever wondered what goes on behind the scenes of your favourite morning shows? We sat down with Jordan Schwartz, the Head of Morning Programming for Global News Morning and The Morning Show (TMS), for a Q&A session. With experience from CTV and City, Jordan has brought a fresh and engaging approach to morning TV. In this discussion, he talks about what makes these shows unique, their journey to becoming Canada’s top programs, and a glimpse into the future. Jordan also gives insights on how the Global News team leverage digital and social media platforms to connect with viewers beyond traditional broadcasts and some successful marketing campaigns that have driven viewership for TMS.

Can you tell us what sets Global News Morning/TMS apart from other morning news programs in Canada?

We have a unique morning offering in Canada. We are the only network with dedicated local shows across Canada leading into a National broadcast. Global News Morning features local, national and international news with local weather and traffic. At 9 AM, The Morning Show (TMS) with Carolyn Mackenzie and Jeff McArthur break down the top stories Canadians are talking about along with entertainment news first in the morning with Global Entertainment's Morgan Hoffman. TMS also features interviews with celebrities like Ryan Reynolds, Kevin Costner, Eddie Murphy, Natalie Portman, Simu Liu, Sheryl Lee Ralph etc. TMS also features Canada's top lifestyle experts like Kyle Buchanan, Jully Black, Shahzadi Devji, Shai DeLuca, Melissa Maker, Susie Wall, Rubina Ahmed-Haq, Dr. Gorfinkel, and more. Our experts are the real deal. Our goal is to always provide our viewers with useful, relevant, and inspiring information. Corus has the top lifestyle shows and experts and TMS allows us to share those personalities with the home audience.

How has TMS evolved over the years to reach #1?

Evolution is integral to TMS. The show is continuously evolving while remaining a solid, dependable, friendly morning destination. We were there for viewers during the pandemic. Other shows in daytime went off the air to re-tool during COVID. TMS didn't miss a beat. TMS stayed on every day with updates from medical experts along with stories of Canadians helping Canadians. We went through the experience with our viewers live every day. We've heard from many viewers that they found us during COVID and stayed on afterward. Our latest enhancement includes a focus on entertainment news. We know viewers won't wait until primetime to get their entertainment news; we know they can get it online throughout the day. We now have an entertainment news first in the morning strategy with Morgan joining Carolyn and Jeff at the desk. We have also refined our lineup of TMS experts who are all leaders in their respective fields. Throughout each week we cover, health and medical, nutrition, fitness, fashion and style, finance, consumer news, and travel news. We want viewers to know they can trust our experts to help them navigate daily living. As part of Global News, we also feature reporters from across Canada and the world, making TMS a unique daytime offering. We will continue to grow and change to adapt to the everchanging needs and tastes of our audience.

What marketing strategies have you implemented to keep the content of TMS fresh and engaging for viewers?

We have multiple ways to promote, gather and showcase our content. We serve TMS content to meet audiences where they are. Our YouTube channel has 1.2 million subscribers. We are also featured on the Global News YouTube channel that has over 4.3 million subscribers. We interact on Instagram with daily content and recaps. We also connect GNM and TMS in unique personal ways. In many key markets our Global News Morning anchors check in with Caorlyn and Jeff from TMS to promote what is coming up at 9 AM. This just strengthens TMS' connection in our local markets. The endorsement of our local GNM anchors has really helped us grow TMS to number one nationally. We also have daily presence on Globalnews.ca, along with TMS content running on the robust Global News OTT. We also produce daily, weekly and monthly promos showcasing our variety of upcoming guests and topics.

How do you see the landscape of morning TV evolving in Canada over the next few years, and how is Global News preparing for these changes?

Morning TV is a great equalizer, and there is still a lot of runway left. It is still one of the best ways to catch up on what happened while you were sleeping while also getting you ready for the day. Our job is to inform, entertain and motivate our viewers to make the most of their day. As far as changes for the future, the team at Global News have always been innovators in using technology to advance how viewers receive content. When I arrived here, I was taken with how creative and effective the solutions to futureproofing were. Global News is years ahead in innovation, and I don't see that stopping anytime soon.

According to Numeris, more Canadians are watching The Morning Show than any other morning show. What do you believe has contributed to this high level of viewer loyalty?

Our strength lies in our distinctive blend of content alongside our hosts, experts, and contributors, centered around three pillars: breaking down the day's topics; delivering entertainment news first thing in the morning; and featuring Canada's top lifestyle experts. Viewers rely on Carolyn and Jeff not only for information but also for brightening their day.

How do you leverage digital and social media platforms to complement your morning shows and engage with viewers outside the traditional broadcast?

We have extremely loyal viewers. They tell us what they like, and tell us what they don't like. We listen. We interact on social platforms like Instagram, Facebook and YouTube. Our awards show red carpet fashion segments top that channel. We actually can't keep up with the pet pictures we receive for our weekly Furry Friday segment. We also run contests to foster interaction and connection with our audience. We regularly feature everyday Canadians in a segment called Hometown Heroes. We started it during COVID but have continued it over the seasons. As a matter of fact, Sunlight sponsored it last fall and created a Shine The Light segment where viewers could win thousands of dollars to help community groups. We also work with partners to create opportunities for viewers to Shop The Show. Using QR codes viewers can learn about, and purchase products integrated into the show. We have seen tremendous success in those integrations. Many sponsors have praised the loyalty of TMS viewers.

Can you share some examples of successful marketing campaigns or promotions that have driven viewership for The Morning Show?

Absolutely, I just mentioned the Sunlight contest above. Our viewers have taken the Metamucil two-week challenge with Carolyn and Jeff. This campaign leverages TMS hosts and experts to showcase the product and create awareness. Visit Orlando came to TMS to showcase their exciting region. We sent Carolyn and Jeff to Florida to record some custom content. For 6 weeks we ran Visit Orlando segments along with a contest to win a trip. That contest broke a Corus record with over 35K entries. That integration worked well for both parties. We saw strong ratings and Visit Orlando saw tremendous awareness. We were also able to create an extension of that campaign by providing the Visit Orlando team with an hour special to run in January when many people are planning winter and spring break getaways. Having travel partners allows us to the leave the studio to create memorable stories for our audience. We also produce many theme weeks throughout the year. Theme weeks give audiences a sense of what to expect which increases brand recall when our advertising partners participate.

As someone deeply involved in morning TV, what do you find most rewarding about working with Global News Morning and The Morning Show?

The opportunity to be at Corus and Global News has been incredible. I have been fortunate enough to work in morning television in Canada and the US. Global is a unique network. It talks to Canadians in their communities. There is a strong local connection. Our Morning Show team has benefited greatly from that strength and bond.

What advice would you give to aspiring journalists, media professionals, or others looking to get involved with morning TV?

Morning TV is so rewarding. You have the opportunity to shape someone’s day. You also never know what to expect on any given morning. When a story breaks, you need to be able to pivot and adjust your line up and guests. You also have a rare opportunity in broadcast to reach multiple demographics in one show. We are very lucky to have an incredible and dedicated team at Global and Corus.

From their unique blend of local and national content to their expert insights and lively entertainment segments, it's clear why Global News has become a morning favourite for Canadians. Here at Marketing News Canada, we love sharing these behind-the-scenes stories with you. Stay tuned for more insights and stories from the world of media and marketing!