Good luck finding The Genie Awards on TV

Here is a perfect example of why I hate press releases. I came across this and I couldn’t even get past the first paragraph.

“The Academy of Canadian Cinema & Television is proud to announce that the 30th Annual Genie Awards will be broadcast live on Canwest-owned Independent Film Channel and via live webcast on CBC.ca on Monday, April 12, 2010 at 9:00pm EDT.”

Really! You’re proud to announce that The Genie Awards will be shown over the internet and on an obscure cable channel that nobody watches. Really! That’s how you begin your press release!

I know you want to sugar coat the truth, but that’s like me putting out a press release saying that I’m proud to announce that two people visited my blog yesterday. Two whole people! I’m kidding, of course. I had three visitors.

For the record, I have nothing against The Independent Film Channel, but since last year’s awards were on Global, this is hardly a step up. To be fair, there’s more to the press release:

“Additionally, the show will be re-broadcast on Astral Media’s The Movie Network and Corus Entertainment’s Movie Central at a later date.”

So there is good news. The Genie Awards will be shown again on a less obscure cable network at some point in the unknown future, after all the results will already be known and published and there’ll be no point in watching.

To begin a media statement with you’re “proud to announce” when the news your presenting isn’t really all that good, is just plain lazy. However, I’ve seen other press releases out there that are much worse.

Besides, it’s not like as if they begin every single one of their press releases with the phrase “The Academy of Canadian Cinema & Television is proud to announce…”. They’ve only done that on a limited number of occasions, like for this one in 2008 for their National Apprenticeship Training Program, and this similar one in 2006, and this other one in 2005 which isn’t on the Academy’s website but is clearly written by them nonetheless.

But I digress. I just hope for their sake that they’ve discovered the magic of cut and paste. It can really simplify things.

Don’t forget to support Canadian Cinema. Someone has to.

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