Channel 31 and 44 invite audiences to ‘watch different’ on new mobile app via Keep Left

Australia’s last remaining free-to-air community TV stations, Channel 31 (Melbourne) and Channel 44 (Adelaide) have partnered to launch a community television streaming service on mobile devices, CTV+.

The new app is being rolled out with a campaign created by independent PR and creative agency, Keep Left, inviting Australians to ‘Watch Different’. The campaign showcases the wide range of content CTV+ has on offer, by giving the community a chance to experience the unique programming on the channel.

Blair Kimber, ECD at Keep Left said: “There’s no place like CTV+ in Australian media. It’s a blank canvas for people in the community to tell their stories and be represented on a broad stage. We wanted to hero this unique difference through the Watch Different campaign and give our audience a fun taste of what’s on offer on the CTV+ app.

“From live-streamed cats and footy panels to First Nations storytelling and beekeeping, CTV+ is truly a place of discovery, where anything and everything goes. We hope the campaign will encourage new and existing audiences to explore the obscure, moving and downright funny content on offer.”

The Watch Different campaign is being rolled out in a series of out-of-home posters with guerilla placements across Melbourne and Adelaide, featuring QR codes that direct the audience to a randomised website experience where they can discover a collection of CTV+ snippets and download the CTV+ app.

The launch of the app was celebrated in two events in Melbourne and Adelaide, attended by several stated and federal politicians. The Melbourne event hosted Labor’s federal member for Macnamara Josh Burns and Labor’s state member for Footscray, Katie Hill, while the Adelaide event hosted South Australian Labor senator and chair of the Community Affairs Legislation Committee, Marielle Smith.

Caroline Catterall, Keep Left CEO, said, “It’s awesome to work with Channel 31/44 again and help fly the flag for community television, which plays a huge role in giving a platform to minority groups and subcultures, not covered by commercial TV.

“It’s been a terrific collaboration with the C31/44 teams, and the Lefties have loved every minute of bringing Watch Different to life.”

C31 general manager, Shane Dunlop, said, “We approached Keep Left with a pretty open brief and were impressed with how they grabbed it with two hands and nailed the strategy, and the execution. Their creative thinking was exactly what we were looking for as we begin a new era for our brand and community TV in general.”

The CTV+ streaming app launched on 24 August on Apple and Android and will launch on TV-compatible apps, including Samsung, AppleTV and GoogleTV, later this year.


Client: Channel 31/44
Channel 31 General Manager: Shane Dunlop
Channel 44 General Manager: Lauren Hillman

Agency: Keep Left
General Manager Creative: Mike Doman
General Manger PR: Tim Lele
Executive Creative Director: Blair Kimber
Art Director: Heath Schmidt
Copywriter: Ruby Gill
Account Manager PR: Olivia Turnbull
Designer: Bryce Pepper
Client Services Director: Johanna Murray
Senior Brand Strategist: Laura Agricola
Junior Planner: Harris Galloway
Senior Client Services Manager: Jeremiah Espanto
Director of Digital and Content: Larissa Thorne
Digital Planner: Zach Edwards

Media Agency: Ryval

Web Development: Rock Agency
Senior Designer: Tia Kelly – Rock Agency
Front End Developer: Dipali Vala – Rock Agency
Project Management: Britta Henkel – Rock Agency


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