the service on November 1, 2002 and rebranded the service with a new logo and name, CBC Country Canada. After the change in ownership, the CBC initially relied heavily on CBC Television programming to fill the channel's schedule, with a particular focus on news programs. This transition was the first step in the channel moving away from its mandate to focus solely on rural programming, instead, shifting towards a focus on general interest Canadian programming. New programming added to the schedule included all 14 30-minute regional editions of Canada Now, Venture, CBC News: Politics, amateur sports programming from CBC Sports, CBC News: Saturday Report, and Cross Country Checkup. After the initial change in programming after the rebranding, news, although still present on the channel, became less significant as the channel began to air more lifestyle, entertainment, and documentary programming such as Food Chain, an original program discussing various aspects of food; Greatdocs.ca, a series of various Canadian-made documentaries; Johnny Canuck Cinema, a series of various Canadian films; An American in Canada; and London's Burning. Eventually, beginning in 2005, with the change in programming to focus more on general Canadian programming rather than solely rural-programming, the channel began to continuously promoted itself and its programs as a channel, according to its website, dedicated to "celebrating Canada, its land, people, regions and passions". This shift included an increase in dramatic television series from Canada and Britain that had little to no relation to the rural lifestyle, and an increase in amateur sports coverage including alpine skiing, curling, snowboarding, Toronto FC, and Canada national team soccer, among others. In further continuation with this shift, in early 2007, CBC Country Canada began to no longer promote itself as a rural lifestyle service, rather as a secondary general entertainment service to the CBC, touting, according to its website "the new home of exclusive dramas and world championship sports, from home and around the world. From provocative documentaries to a new series of investigative thrillers, CBC Country Canada has something for everyone." Programs at this point in time included such series as Vincent, Sensitive Skin, Monkey Dust, This Is Wonderland, and 72 Hours: True Crime. On March 27, 2008 at 12:01 a.m. EST, CBC Country Canada was rebranded as bold to better reflect the programming direction CBC Country Canada was moving in, and to focus its programming on drama, comedy, the arts, and sports rather than