of Southern Ontario from six transmitters (a seventh that would have reached Montreal was turned down) fed from a centralized studio. From its launch in 1974 until 2009, the station's main transmitter was licensed to Paris, a small town near Brantford, but Toronto became the station's primary city of licence following an amendment to the channel 41 licence in 2009. Through its entire history, however, the station's main studio facility has been based in a converted factory (built 1954 for Barber Greene Canada Limited) in the Don Mills area of North York (since 1998, located in Toronto). It had hoped to be distinct from CBC and CTV by airing a number of its own Canadian-made programs. Three months later, however, many of these programs had been cancelled due to deep financial problems. It had made a serious blunder by signing on in the middle of the 1973–74 television season, and prospective advertisers did not have the money to spare for commercial spots. It barely registered as a blip in the ratings; in Toronto, for instance, it only drew a 2.5 share, just a fraction of those drawn by CBC and CTV. Its line of credit was yanked, and it was unable to meet daily expenses. Amid losses of over a million dollars a month, the network was bailed out by two conglomerates in March 1974 – a Toronto-based group headed by Paul Morton and a Winnipeg-based group headed by Izzy Asper. By the fall, Global was forced to scrap its ambitious business model just to survive. Instead, it began airing as much non-Canadian content as allowed (at the time, Canadian content regulations required stations to broadcast domestically produced programs for 60% of its overall schedule, and 50% during prime time), becoming essentially a clone of CTV. The Asper group bought controlling interest in 1985, making him the first western owner of a major Canadian broadcaster. In 1989, the two groups tried to buy out each other's shares, and the CRTC ended the contest by allowing Asper and his company, Canwest, to take full ownership. The station's callsign was changed to CIII-TV in January 1984, in accordance with its 10th anniversary of broadcasting. The Windsor/Cottam transmitter would be an exception to the rebroadcasters that were also assigned the CIII calls that month for a few years as it continued to be identified in CRTC documents as CKGN-TV-1, perhaps because of licensing