It can be tough to make a new product stand out, so Bell has turned to a few hard-hitting reporters to help spread the word for its latest launch.

The new marketing campaign features a group of eager journalists storming an everyday viewer’s door to cover the major story: that this man is watching live TV not with a traditional cable subscription, but by live-streaming with Bell’s new Alt TV service.

The campaign literally taps into the idea that this kind of service is big news for Canadians, says Nicolas Poitras, VP, residential services at Bell. Alt TV, announced last month, allows for access to live and on demand content through a computer, mobile device or Apple TV, so long as customers have the app and Bell Fibe internet service.

[iframe_vimeo video=”220476006″]

With Alt TV, Bell is targeting “cord nevers,” or those Canadians who have never had a cable subscription, along with cord-cutters. Largely, that means millennials, although other demographics do fall into the category of viewers shying away from traditional TV, Poitras says.

The idea is to fill the gap of what services like Netflix and iTunes can’t provide: namely live (and legal) access to content like NHL games or awards shows, he says.

The news reporter-themed ads are running on TV and digital. While it might seem ironic that Bell is using TV to push its “cord never”-focused product, Poitras says it consistently relies on mass media for its marketing.

That said, the buy for the Alt TV campaign is more heavily skewed to digital (including pre-roll video, social media, display and search) than typical marketing campaigns.

There’s also an outdoor and print buy across major cities, using the brand’s blue and white colours and text to announce that live TV streaming is here.

Bell worked with Lg2 on creative and Media Experts on media.