The cannabis industry is witnessing a transformative shift in marketing approaches with the introduction of Citizen Green, a connected TV (CTV) channel launched by Global Compliance Application Corp. (GCAC), a publicly traded Canadian company specializing in blockchain technology. Citizen Green aims to educate viewers on various facets of the cannabis world, covering topics that range from cannabis health and wellness to business insights, hemp, and psychedelics.
This innovative platform is not limited to North America; it showcases international content, including a program from Australia that highlights the construction of homes using industrial hemp. Such international programming broadens Citizen Green’s appeal, making it an attractive avenue for advertisers looking to build and expand their cannabis brands globally.
As traditional cable subscriptions decline, more viewers are turning to streaming services, particularly among the 50+ age group, which presents a valuable audience for cannabis marketing. Statistics indicate that around 40% of Americans are now opting for streaming, while cable and broadcast TV each attract about 20% of viewers.
At the helm of this new initiative is Citizen Green’s President, Steve Peterson, who focuses on developing strategic content partnerships aimed at leveraging built-in audiences. GCAC’s acquisition of Weed and Whiskey, a Dallas-based CTV Roku channel, has been pivotal in laying the groundwork for Citizen Green’s rebranding. The channel now extends its reach to a broader audience interested in health and wellness, stepping beyond its original cannabis-centric focus.
Also featured on Citizen Green is Grunt Style, a military-themed T-shirt company known for its support of veterans. The integration of companies like Grunt Style builds a veteran-focused narrative that complements the channel’s content offerings. Another cornerstone of Citizen Green is “Cannabis Coast to Coast News,” hosted by former sports broadcaster Jimmy Young, which has accumulated over a million views, contributing significantly to the channel’s strategy of including popular, established shows.
Peterson compares the channel’s content strategy to filling a shopping mall with flagship tenants that can attract more visitors. His vision is to go beyond mere cannabis content, creating a diverse range of shows from music to podcasts, all of which can generate revenue streams through advertising and e-commerce.
With cannabis brands facing tight restrictions on traditional media platforms due to regulations by the Federal Communications Commission (FCC), CTV provides them with a unique advertising opportunity. The FCC has limited oversight over internet-based content, allowing cannabis marketers to navigate restrictions often faced in other advertising venues. Peterson emphasizes the importance of transparency and compliance in this emerging advertising landscape.
In addition to these opportunities, Citizen Green leverages Ethereum blockchain technology to enhance the advertising experience. By integrating smart contracts, the channel facilitates real-time engagement between consumers and advertisers. Viewers can interact directly with ads, such as scanning QR codes that provide access to exclusive offers or verifying product origins through Certificates of Authority to ensure lab testing authenticity.
Citizen Green aims to capitalize on its digital and interactive capabilities—enabling consumers to shop through the platform and use on-demand printing for branded merchandise—making it a valuable channel for cannabis brands looking to generate leads and build their customer base.
The platform further diversifies its revenue options with a pay-per-view model for live events, such as concerts and educational seminars. This alternative structure presents advertisers with multiple channels to elevate their brand visibility within a rapidly evolving market.
In summary, Citizen Green is positioned not only as a platform for innovative content but as a dynamic advertising and e-commerce hub for the cannabis industry. With its blend of educational programming and cutting-edge advertising strategies, it seeks to redefine the way cannabis brands engage with consumers in a competitive landscape.
