The channel was launched as Prime on October 17, 1997. The Canadian Radio-television and Telecommunications Commission (CRTC) licensed Prime in 1996 as a specialty television service directed mainly towards men and women 50 years of age or older. However, the channel did not explicitly market itself as a channel for the "baby boomer" generation, preferring instead to position itself as a general entertainment television channel. Prime's slogan, on-air and in advertising, was "Canada's Entertainment Network".

Source: Wikipedia.org