CTV is recognized as Canadian English language television network. There has never been a full name for the initials "CTV". However, many people take them as "Canadian Television", which was used in a promotional campaign by the network. CTV was founded by Spence Caldwell and its main originator is Bell Media. CTV's slogan is "Naturally CTV". Between 1998 up to the minute, CTV uses the three colored ribbons of its logo to represent its different divisions in the branding of the network. Red ribbon and sphere represents entertainment programmes, the blue ribbon and cube highlights news alerts and he green ribbon and cone refers to sports programmes. CTV adopted a variant of TSN's and then new ESPN branding style that was elaborated by darker red color but it was flopped in 2003.The ribbons are now CTV's longest-running identity. There may be some confusion about the launching date of the network as the celebration was not timed to any particular anniversary.