Super Channel President & CEO Don McDonald joins the Alberta Screen Impact Podcast to share the broadcaster’s evolving role in Canadian media, how to pitch to Super Channel, and the growing importance of Canadian-first content. From genre channels and licensing models to the power of authentic stories, Don offers crucial insights for emerging and experienced producers alike.

In this episode

• The unique origin and evolution of Super Channel, from its Alberta roots to its current four-channel offering
• How each of Super Channel’s brands (Fuse, Vault, Heart & Home, Quest) serves a specific audience and content niche
• The value of exclusive Canadian content, and why Super Channel recently rebranded with a maple leaf and “Canadian Always” tagline
• How producers can pitch effectively to Super Channel: know the brand, be confident, and demonstrate audience awareness
• The difference between commissioning vs acquiring, and what “late-stage development” means in Super Channel’s context
• Real-world insight into projects like the Only Up documentary, which Don greenlit from an impromptu pitch on an airplane
• Why producers need more than just a story; they need a platform plan, promotional energy, and audience fit
• Behind-the-scenes content and marketing support now becoming a priority for acquisition and promotion

Contact:

Don McDonald, President & CEO of Super Channel

• Website: www.superchannel.ca
• LinkedIn: https://www.linkedin.com/in/don-mcdonald-6282244/

“You never know who you’re sitting beside on an airplane. That’s where a pitch became a five-year journey to a broadcast documentary.”

 – Don McDonald

This podcast is brought to you by the Alberta Media Production Industries Association (AMPIA), championing Alberta’s screen sector for over 40 years through advocacy, industry events, and professional development. Learn more or become a member at ampia.org.

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CREDITS

Hosted by: Justine Gamez Huckabay & Brent Kawchuk

Thank You to Our Supporters

This podcast is proudly presented by the Alberta Media Production Industries Association (AMPIA)

Produced in collaboration with Metamorphosis Media Group

Studio space and internship support provided by Mount Royal University, Broadcast Media Studies

Promotional support courtesy of the Alberta Film Commission

Series trailer edited by Joe Media Group

We’re grateful to these organizations for helping bring Alberta’s screen stories to life and into the world.

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