Canada's CTV Orders Daytime Talk Show 'The Social'

7:46 AM PST 03/25/2013 by Etan Vlessing

The weekday series could fill a hole left by the cancellation of Anderson Cooper's weekday talker as Canadian broadcasters target women with advertiser-friendly fare.

TORONTO – Canadian broadcaster CTV has ordered an in-house afternoon chat fest to capitalize on its current audience success with ABC’s The View and fill a hole left by the cancelation of Anderson Cooper's daytime talker.

The Social will feature a team of four women on weekday afternoons debating current events, before being joined by celebrity guests.

The four co-hosts, Melissa Grelo, Lainey Lui, Cynthia Loyst and Traci Melchor, during the live broadcast will make full use of social media to connect with ordinary Canadians.

And The Social will target an advertiser-friendly demo with ample product integration and branded content.

“This is exactly the type of series advertisers have been asking for,” said Mary Kreuk, vp of brand partnerships at CTV-parent Bell Media.

The Social will complement another CTV daytime series, The Marilyn Denis Show, and will be produced before a live studio audience.

CTV is also looking to fill a hole left by the loss of Anderson Live from its schedule after the series ends in summer 2013.

The top-rated Canadian broadcaster is also looking to woo former Oprah viewers after having aired Oprah Winfrey’s talk show before she launched her own network channel.

The Social will air live on CTV’s mobile and online platforms.

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