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CTV Life Channel

CTV Life Channel is a Canadian English-language discretionary specialty owned by , focusing on programming that includes , home renovation, DIY projects, and content. It launched on September 12, 2019, as part of a broader initiative by , which transformed the previous Gusto channel—originally acquired and relaunched by the company in —into this expanded destination. The channel's content emphasizes practical and inspirational programming, featuring popular series such as Escape to the Country, Find My Country House Canada, and Holmes Family Rescue, alongside culinary shows like Queen of the Castle. Bell Media, Canada's leading media and entertainment company and a subsidiary of BCE Inc., positions CTV Life Channel within its suite of CTV-branded specialty networks, which also includes CTV Comedy, CTV Drama, and others, all accessible via linear TV, the CTV app, and CTV.ca for streaming full episodes. Since its rebrand, CTV Life Channel has introduced original Canadian productions and international acquisitions to appeal to viewers seeking home and lifestyle inspiration, including self-shot cooking series during the and vegan-focused content. As of 2025, it continues to premiere new originals such as Queen of the Castle. This evolution reflects Bell Media's strategy to consolidate its specialty channels under the CTV umbrella, enhancing viewer engagement through diverse, feel-good programming.

Overview

Launch and initial concept

CTV Life Channel traces its origins to the 1998 launch of MuchMoreMusic by CHUM Limited as a music-focused specialty channel targeting adults 25–54, which evolved through multiple rebrands before its current form. The channel launched in its present form on September 12, 2019, rebranded from Gusto TV as part of Bell Media's initiative to consolidate lifestyle content under the CTV brand. This rebranding expanded the focus from primarily food programming to a comprehensive lifestyle destination, incorporating home renovation, DIY, real estate, travel, and inspirational content to appeal to viewers seeking practical life enhancements.

Current format and target audience

CTV Life Channel maintains a broad lifestyle format that includes cooking, , , , and dramatic series. This positions the channel as a hub for inspirational content aimed at enhancing everyday living, drawing from international acquisitions, Canadian original productions, and select reruns to create a diverse schedule. The integration with the larger CTV brand enables across Bell Media's , amplifying reach through shared digital platforms like CTV.ca and the CTV app. The channel targets adults aged 25–54 interested in home, health, and family life, aligning with its emphasis on practical and aspirational topics. This demographic is engaged through content that offers actionable advice and entertainment, such as tips and culinary explorations. A key element of the involves strategic partnerships, notably the multi-year deal with home expert , which introduced original series like HOLMES 911 and Holmes Family Rescue to bolster the segment starting in 2019. These collaborations enhance the channel's appeal by blending expert-led originals with acquired hits, ensuring a balanced mix that caters to viewer interests in and . Post-rebrand, CTV Life Channel experienced notable viewership growth, achieving a top-10 ranking among total viewers for the first time in late 2023 with a 38% year-over-year increase.

History

As MuchMoreMusic (1998–2009)

MuchMoreMusic launched on October 1, 1998, as a national English-language specialty channel owned by CHUM Limited, serving as a spin-off of the youth-oriented MuchMusic to target a more mature audience of adults aged 25 and older. The channel's initial format emphasized a 24-hour flow of music videos in genres such as adult contemporary, light rock, classic hits, soul, jazz, and reggae, positioning it as the Canadian equivalent to VH1 in the United States by offering accessible content for the 35-54 demographic. This niche focus allowed MuchMoreMusic to carve out a dedicated viewership among older music enthusiasts, distinguishing it from competitors like CBC's music programming blocks and other emerging specialty channels, while achieving steady subscriber growth on analog cable systems across Canada. Under its CRTC license issued in 1996 and effective upon launch, MuchMoreMusic was required to dedicate at least 60% of its broadcast day and 50% of the evening period (6 p.m. to midnight) to Canadian programming, with 30% of all s being Canadian content distributed evenly throughout the schedule. The channel also committed to an annual minimum expenditure of $150,000 (or 5% of gross revenues, whichever was greater) toward Canadian production via the VideoFACT fund, supporting the creation of domestic clips that aligned with its adult-oriented genres. Programming was predominantly drawn from music and music-related categories, with at least 65% consisting of s (limited to no more than 30% ), supplemented by informational segments on artists and limited long-form content such as music biographies or talk shows. In the early 2000s, MuchMoreMusic expanded its operational reach with the rollout of digital cable services across major providers, enhancing accessibility and picture quality for subscribers beyond basic analog tiers starting around 2000. This coincided with the channel's programming evolution, as evidenced by its 2004 license renewal, which reduced the minimum music video airtime from 65% to 50% of the schedule to accommodate more varied music-related content, including original productions like artist retrospective documentaries in the "Back In..." series that explored career milestones and cultural impacts of musicians from previous decades. These changes reflected growing demand for deeper engagement with adult audiences, while the channel maintained its core video flow and adhered to Canadian content quotas without alteration. By 2005, MuchMoreMusic had solidified its role in the specialty market, broadcasting 24 hours a day following an extension approved in the renewal, and contributing to CHUM's portfolio of music services amid increasing competition from digital spin-offs like MuchMoreRetro, launched in 2003 as a complementary Category 2 channel focused on 1980s and 1990s retrospectives.

Ownership transitions and early rebrands (2009–2016)

In 2007, CTVglobemedia Inc. acquired CHUM Limited, the original owner of MuchMoreMusic, for C$1.4 billion, subject to approval by the Canadian Radio-television and Telecommunications Commission (CRTC). The transaction, completed in June 2007, integrated MuchMoreMusic into CTVglobemedia's expanding portfolio of specialty television channels, allowing for synergies in programming and distribution across conventional and cable networks. This ownership change marked the beginning of strategic repositioning for CHUM's music-oriented properties amid evolving media landscapes. On March 31, 2009, MuchMoreMusic underwent a significant rebrand to MuchMore, eliminating the "Music" suffix and introducing a new on-air format focused on general entertainment and lifestyle content targeted at women aged 25-54. The shift dropped the heavy emphasis on music videos, replacing them with a mix of dramas, reality series, and lifestyle programming to appeal to a more mature demographic, reflecting broader industry trends toward diversified content as music videos became less central to television viewership due to online alternatives. This reorientation positioned MuchMore as a complementary service to the youth-focused MuchMusic, enhancing CTVglobemedia's appeal to advertisers in the women's entertainment sector. In 2011, BCE Inc. acquired the remaining shares of CTVglobemedia for approximately $3.2 billion, gaining full control and rebranding the parent entity as Bell Media on April 1. The deal, approved by the CRTC earlier that year, consolidated BCE's media assets under a unified structure, enabling greater integration of specialty channels like MuchMore with Bell's telecommunications infrastructure for improved distribution and cross-promotion. Under Bell Media, MuchMore benefited from expanded resources, but faced ongoing pressures to evolve amid declining linear TV audiences for niche music content. By September 30, 2013, MuchMore rebranded again as M3, evolving into an entertainment "superstation" with a refreshed visual identity and programming slate emphasizing first-run series, reality shows, and music-infused content for viewers in their 30s. The change aimed to establish M3 as a standalone brand distinct from MuchMusic, incorporating exclusives like Reign and The Vampire Diaries alongside music videos to drive engagement and advertiser interest in a female-skewing demographic. This pivot further reduced reliance on traditional music programming, aligning with rising demand for lifestyle and dramatic entertainment as cable viewers sought versatile, on-demand-style experiences over pure video playback.

As Gusto (2016–2019)

On September 1, 2016, Bell Media relaunched its existing specialty channel M3 as Gusto, acquiring the Gusto brand and associated programming rights from independent producer Gusto Worldwide Media, founded by Chris Knight. This move marked Bell Media's entry into the food and lifestyle genre, transforming the former music and entertainment-focused M3 into a dedicated network emphasizing culinary content. The rebrand benefited from regulatory changes introduced in the CRTC's "Let's Talk TV" , which eliminated genre protection for , allowing greater flexibility in programming without requiring new license approvals. Initially, Gusto focused almost exclusively on food programming to establish its identity, featuring a lineup of original Canadian series produced in ultra-high definition, such as One World Kitchen, Fish the Dish, and A Is for Apple. Over time, the channel expanded into broader topics, incorporating acquisitions like , , and travel shows to complement its core cooking content. Bell Media committed to elevated levels through partnerships with Gusto Worldwide Media, commissioning multiple seasons of domestic productions to meet and exceed standard quotas of 50% Canadian programming. Gusto quickly gained traction among food enthusiasts, launching with a nationwide free preview period from November 7, 2016, to January 10, 2017, available in over 5.6 million households across more than 30 TV providers. Marketed as a premium destination for "" programming with a modern, stylized approach, the channel emphasized high-quality visuals and diverse culinary explorations, including series like The Latin Kitchen and holiday specials. Subsequent free previews in 2018 and 2019 further boosted accessibility and audience engagement. By 2018, internal evaluations at highlighted the need to evolve Gusto beyond its food-centric focus toward a wider appeal, setting the stage for integration with the stronger CTV umbrella. This shift aligned with broader strategic goals to enhance viewer reach through , culminating in the channel's transformation in 2019.

Rebranding to CTV Life Channel (2019–present)

On June 5, 2019, Bell Media announced the rebranding of its food, lifestyle, and travel network Gusto to CTV Life Channel, effective September 12, 2019, as part of a broader refresh of four specialty channels—including The Comedy Network to CTV Comedy Channel, Space to CTV Sci-Fi Channel, and Bravo to CTV Drama Channel—to unify them under the established CTV brand. This move followed a year of strong performance for Bell Media's entertainment specialty channels, which saw 20% overall growth, with Gusto achieving 70% growth among key adult demographics. The sought to expand the channel's appeal beyond its prior food-centric focus by emphasizing diverse content, including , , and inspirational programming, while aligning with CTV's national prominence to enhance distribution and viewer accessibility in a competitive media environment. president Randy Lennox described the initiative as a way to "amplify CTV" and deliver genre-defining series to engaged audiences. At launch, CTV Life Channel introduced new acquisitions like Jamie's Ultimate Veg alongside carried-over favorites such as Escape to the Country and Bon Appétit with , positioning it as a hub for smart, multifaceted viewing. Post-rebrand developments included the September 2019 debut of original home renovation series Holmes 911, expanding into DIY and contractor-focused content, and further diversification in 2023 with real estate series like Listing Large and Find My Country House Canada (formerly Country House Hunters Canada, rebranded in 2025), which followed property buyers in rural and luxury markets. By 2023, CTV Life Channel content became fully integrated for live and on-demand streaming via the CTV app on mobile, desktop, and connected TV devices, broadening access amid rising trends. As of 2025, the channel has benefited from Bell Media's ongoing investments in , with the company's 2025/26 slate featuring 116 titles—a 20% increase from prior years—to support regulatory requirements for exhibition and spending. This aligns with CRTC consultations on modernizing rules, including enhanced contributions from online services to local and programming, ensuring CTV Life Channel's future emphasis on domestically produced lifestyle series to meet evolving mandates.

Programming

Lifestyle programming

CTV Life Channel's lifestyle programming centers on practical, aspirational content that guides viewers through everyday enhancements in food, home, and living spaces. The channel airs a diverse lineup of reality and factual series, emphasizing actionable advice and inspirational stories drawn from both Canadian and international sources. This genre forms the backbone of the schedule, occupying prime daytime and evening slots to appeal to audiences seeking relatable expertise in personal and household improvement. In the cooking segment, the channel features series that explore recipes, culinary techniques, and cultural influences through competitive and instructional formats. Canadian original Mary Makes It Easy, hosted by chef Mary Berg, simplifies home cooking with accessible recipes and time-saving techniques, often incorporating seasonal Canadian ingredients and family-friendly meals. Acquired international shows like MasterChef Australia highlight global culinary competitions, where contestants adapt diverse ingredients to showcase techniques from fusion cuisines, emphasizing creativity and cultural storytelling in professional kitchens. Similarly, Jamie Oliver's series, such as Jamie's Air Fryer Meals, focus on healthy, quick-prep methods using modern appliances, drawing from British and Mediterranean traditions to promote nutritious eating habits adaptable to North American homes. Home improvement programming on CTV Life Channel prioritizes education, protocols, and do-it-yourself projects, often spotlighting expert interventions in real homeowner dilemmas. The Holmes family series, including Holmes 911 and Holmes Family Rescue, follow contractor and his children as they rescue botched s, offering detailed tips on structural integrity, code compliance, and budget-conscious DIY fixes to prevent common pitfalls like faulty wiring or poor . These shows underscore issues in aging Canadian homes, providing viewers with preventive strategies and professional oversight to empower informed decision-making. Real estate content delves into property hunting and market dynamics, assisting viewers in navigating buys and lifestyle shifts. British import Escape to the Country accompanies urban dwellers exploring rural properties, examining affordability trends, location factors, and negotiation tactics that parallel Canadian countryside markets. Canadian production Find My Country House Canada tailors this to domestic audiences, guiding families through regional searches in provinces like and , while analyzing housing trends such as influences and sustainable builds. International variants like Find My Country House New Zealand add global perspectives on eco-friendly estates and overseas relocation appeals. The integration of these genres reflects a holistic approach to daily living, where cooking episodes might tie into home kitchen redesigns from improvement shows, and hunts incorporate compatibility like nearby markets for fresh ingredients. CTV Life Channel balances this with a mix of acquired international programming—sourcing proven formats from the and for broad appeal—and Canadian content, aligning with CRTC guidelines for discretionary services to support local production while enriching viewer options.

Drama and entertainment series

The CTV Life Channel incorporates scripted drama series into its lineup, focusing on narratives centered around family dynamics, health challenges, and interpersonal relationships to complement its lifestyle-oriented programming. A key example is Blue Bloods, an American police procedural that follows the Reagan family—a multi-generational lineage of New York City law enforcement officers—as they balance demanding careers with personal loyalties and ethical dilemmas. The series emphasizes themes of familial solidarity and relational tensions, often exploring how professional stresses impact home life and health decisions within the family unit. Another representative drama is The Rookie, which depicts the experiences of John Nolan, the oldest rookie in the , as he navigates physical and emotional trials alongside colleagues and loved ones. This series highlights health-related storylines, such as injury recovery and mental resilience, while delving into evolving relationships that underscore personal growth and support systems. In addition to dramas, the channel features lighter entertainment series through reality formats that promote aspirational lifestyles and storytelling. Shows like Love Island UK and Love Island Australia present singles in romantic competitions within luxurious settings, fostering narratives of self-discovery, celebrity-like glamour, and relational aspirations that appeal to viewers seeking escapist entertainment. Similarly, Project Runway: All Stars showcases fashion designers in high-stakes challenges, emphasizing creative ambition and transformative personal journeys in a competitive, aspirational environment. These drama and entertainment offerings are typically scheduled in evening slots, including primetime from 8 to 11 p.m., to draw in audiences winding down from the day while maintaining a balance with content for broader appeal. The content is primarily sourced from crossovers with the CTV network's acquisitions and dramas, often productions adapted for Canadian broadcast through or promotional tailoring to resonate with local viewers.

Original productions and notable shows

CTV Life Channel's original programming has evolved significantly since its from Gusto in , shifting from a primary focus on food-centric content during the Gusto era—such as the culinary series DNA Dinners and One World Kitchen, produced in association with Knight Enterprises—to a broader portfolio emphasizing renovation, , and family-oriented transformations. This transition reflects Bell Media's strategy to expand the channel's appeal, incorporating more diverse unscripted formats while maintaining production ties to Canadian creators. Key original series include the Holmes franchise, which has become a cornerstone of the channel's home improvement lineup. Holmes 911, which premiered in September 2019, features contractor Mike Holmes and his children, Sherry and Michael Jr., rescuing homeowners from botched renovations, unsafe structures, and DIY disasters, drawing on Holmes' expertise to restore homes and educate viewers on construction best practices. Produced by Make It Right Productions in association with Bell Media, the series is filmed primarily in Ontario locations and emphasizes family collaboration in problem-solving. Similarly, Holmes Family Rescue, launched in 2021, follows the Holmes family aiding families in crisis through comprehensive renovations, often addressing accessibility needs and emotional challenges alongside structural fixes. This series, also from Make It Right Productions and Bell Media, extends the family-focused theme, with episodes highlighting community impact and long-term home sustainability. Holmes Family Effect, debuting on CTV in 2021 before repeating on CTV Life Channel, takes a philanthropic angle by involving the Holmes family in large-scale community projects, such as renovating schools and public spaces to promote skilled trades education. Produced by Make It Right Productions with Bell Media oversight, it underscores themes of legacy and youth empowerment in the trades. More recent originals like Listing Large (2023), a docu-reality series exploring luxury real estate sales in Toronto and surrounding areas, are produced by Proper Television in Toronto in association with Bell Media, following realtors navigating high-stakes deals and client stories. Likewise, Queen of the Castle (2025), hosted by socialite Ann Kaplan Mulholland, spotlights opulent home makeovers for affluent clients, produced through Bell Media's in-house studios with external collaborators; the series was renewed for a second season in October 2025. These productions are primarily developed at Bell Media's facilities in , leveraging the company's integrated studios for , filming, and to ensure cost efficiency and creative control. Collaborations with established producers like Make It Right Productions for the Holmes series and Proper Television for real estate-focused content allow for specialized expertise while aligning with Bell Media's branding goals. Notable impacts include international distribution deals, such as FOX's acquisition of Holmes Family Effect for the U.S. market in 2020, which broadened its reach and validated its appeal beyond . The Holmes series have garnered recognition at the Canadian Screen Awards, with nominations in lifestyle and reality categories for production quality and host performance, contributing to the channel's reputation for engaging, informative content.

Operations and distribution

Availability and carriage

CTV Life Channel is distributed across Canada by major broadcasting distribution undertakings (BDUs), including Bell Fibe TV, Rogers Cable, Shaw Direct (now part of Rogers following the 2023 acquisition), Cogeco, Eastlink, SaskTel, and Telus Optik TV, typically as part of digital basic or discretionary packages. As an English-language discretionary specialty service licensed by the Canadian Radio-television and Telecommunications Commission (CRTC), it benefits from widespread carriage agreements with these providers but is not subject to mandatory distribution requirements following the CRTC's 2016 deregulation of Category A and B services. The channel is available nationwide via cable, satellite, and internet protocol television (IPTV) platforms, with satellite distribution extending coverage to remote and northern territories. The CRTC renewed the channel's broadcasting licence from September 1, 2024, to August 31, 2026. There is no over-the-air or U.S. distribution for CTV Life Channel, as it operates exclusively as a Canadian focused on English-language content for domestic audiences. reflecting its inclusion in popular programming tiers amid Canada's approximately 9.7 million paid TV subscriptions as of January 2024. For streaming access, CTV Life Channel integrates with the CTV app and website (ctv.ca), offering live and on-demand episodes to authenticated subscribers of participating TV providers since the channel's 2019 . Select content is also available on-demand via , Bell Media's premium streaming service, with next-day availability for many episodes starting around 2020 as part of expanded digital offerings. The CTV app supports viewing on smartphones, tablets, desktops, and connected TV devices, enhancing accessibility beyond traditional linear distribution.

Technical specifications and feeds

CTV Life Channel's high-definition feed operates at a standard resolution of , utilizing interlaced scanning at 29.97 frames per second drop frame, consistent with Bell Media's broadcast parameters for specialty channels. The channel employs a 16:9 for its programming, aligning with industry norms for high-definition content delivery in . Audio is delivered in for select programming, mapped to discrete channels including left, right, center, , left surround, and right surround, at a sample rate of 48 kHz and 24-bit depth, with normalized to -24 LKFS. In line with CRTC regulations, CTV Life Channel provides for all English-language programming, targeting an accuracy rate of 98% based on the Normalized Error Rate (NER) system, and described video for a portion of its content to ensure accessibility for viewers who are blind or partially sighted. Canadian broadcasters, including properties, continue to operate primarily under ATSC 1.0 standards, with ongoing industry discussions and limited trials for compatibility in select markets as of 2024. The channel maintains a single national feed distributed via , , and IPTV providers, available in both standard definition () and high-definition () formats, with no announced discontinuation of the SD feed. Occasional regional insertions may occur depending on distribution agreements, but the core programming remains uniform across .

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