Kamloops-based Jim Pattison Broadcast Group announces name change, increased digital focus

KAMLOOPS — The Kamloops-based Jim Pattison Broadcast Group has announced a name change to reflect a shift in focus toward digital media.

In a news release, President Rod Schween says says beginning May 1, the company will henceforth be known as Pattison Media.

“This new corporate brand symbolizes our commitment to nimbly navigate the new media and broadcasting landscape that we find ourselves in,” said Schween.

The new brand also includes a new logo consisting of three Js — ‘J’ for founder and owner Jimmy Pattison — coming together to symbolize the three components of media at the heart of the company’s focus: audio, visual and digital.

Pattison Media includes 48 radio stations, three television stations and 17 online news portals spread through 28 markets in Western Canada.

“The organization has, and will continue to have, a strong foundation in audio and video, but ultimately, we are a local content company, and that truly is what is at our core,” said Schween. “Radio and television will be in our DNA for a long time to come, but especially since the arrival of the COVID pandemic, we have seen an acceleration of the changes in consumer habits, and therefore are committed to embracing and accelerating our involvement in new platforms.”

To mark this new phase in its transformation, Pattison announced a 12-month media campaign — dubbed AMPLIFY Canada — meant to “highlight the stories of local businesses, community groups, and individuals who have amplified our communities.” Nominations open on June 1, with the campaign beginning on July 1. Community members will be entered to win weekly and monthly prizes, and could win a grand prize with an estimated $10,000 value to be awarded in June, 2022.