Canvas is a Belgian TV station, part of the public broadcasting network. It prioritises culture, documentaries, political debates, niche and challenging content over unabashedly mindless 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 the 65+ age group. For years they had claimed ‘quality’ as their USP but, in the world of entertainment, quality is highly subjective…