CTV takes b'cast rights to Toronto parade

Inks three-year deal that lures Santa Claus from Global

TORONTO -- Christmas came early for CTV on Tuesday as it snagged the broadcast rights to Toronto's annual Santa Claus parade from rival domestic network Global Television.

The three-year deal follows CTV acquiring the broadcast rights to earlier TV properties like the Junos, Canada's music awards, the Giller Prize, a book competition, and the NASCAR Canadian Tire Series and turbo-charging viewership across a range of digital platforms for each event.

Rival Global Television previously aired "The Santa Claus Parade" each November countrywide and on its former international CanWest Global stations, including TV3 New Zealand and Network TEN Australia.

For its broadcast of "The Santa Claus Parade," CTV will air the event on its CP24 in Toronto and on its main CTV network countrywide, beginning with the 106th annual parade on November 21, 2010.

The coverage marks a return for CTV, which last aired the Santa Claus parade in 1981 before giving up the rights.