Canvas is a Belgian TV station, part of the public broadcasting network. They prioritize culture, documentaries, political debates, niche and challenging content over flatout brainless entertainment.
When they came to Mutant, they were struggling mightily with their image. A survey showed that they were only in the top 3 of preferred brands for 65+. For years they had claimed ‘quality’ as their USP but, in the world of entertainment, quality is very subjective.