The next evolution of marketing in the cannabis industry has arrived.

Global Compliance Application Corp. (GCAC), a publicly traded Canadian company specializing in blockchain technology, has launched Citizen Green, a connected TV (CTV) channel designed to educate viewers on various aspects of the cannabis industry. The content will cover a broad range of topics, including cannabis health and wellness, business insights, hemp, and psychedelics.

Available worldwide, Citizen Green’s programming extends beyond North America, featuring international content, such as an Australian show that focuses on building homes with industrial hemp. This global reach positions the channel as an ideal platform for advertisers seeking to establish and expand their international cannabis brands.

As consumers increasingly cut the cord on traditional cable, smart TVs are gaining traction, particularly among the 50+ demographic — an untapped, canna-curious audience. According to Statista, 40 percent of Americans stream TV content, while traditional cable and broadcast TV each account for around 20 percent.

Building the Citizen Green CTV Channel with Strategic Content Partnerships

Citizen Green’s President, Steve Peterson, is spearheading the strategy for the new CTV channel, focusing on shows with built-in audiences — after all, we live in an influencer-driven world. A key component of this strategy was GCAC’s acquisition of Weed and Whiskey, a Dallas-based CTV Roku channel. This acquisition laid the foundation for what would become Citizen Green, rebranded to appeal to a broader, health-and-wellness-focused audience beyond the niche of cannabis culture. The channel is now available on multiple platforms, including Apple, Android, Fire TV, and Android TV.

Citizen Green’s lineup also includes Grunt Style, a San Antonio-based military-themed T-shirt company founded by veterans, known for their patriotic slogans. The Grunt Style Foundation creates content with a strong following in the military community, anchoring Citizen Green’s veteran-focused messaging.

Cannabis Coast to Coast News, a popular cannabis news show anchored by former sports broadcaster Jimmy Young, boasts over a million views and is also an “anchor tenant” in Peterson’s strategy, which he likens to filling a shopping mall. “To attract vibrant tenants, I needed strong key tenants, like the Macys and Nordstroms in a mall,” Peterson explains. “There’s a lot of cannabis content out there that doesn’t have the following it deserves, and now I’m filling out the stores in the mall with a variety of content — from music and movies to podcasts, entertainment, and education — creating revenue opportunities along the way.”

Peterson is confident that Citizen Green will be a powerful brand-building and revenue-generating platform for content providers through advertising and e-commerce initiatives.

Cannabis Advertising on CTV

Cannabis brands face significant advertising restrictions on traditional TV due to regulations imposed by the Federal Communications Commission (FCC), which governs radio, satellite, and cable communications. Because cannabis remains federally illegal, the FCC restricts its advertising. However, connected TV (CTV) operates under different rules. Unlike conventional broadcast television, the FCC has limited authority over internet-delivered or streaming content, providing a new opportunity for cannabis marketers.

“We’ve established clear guardrails to ensure compliance and avoid any issues,” explains Peterson. “Transparency is key — we want to make sure there are no false or misleading statements.”

Leveraging Ethereum Blockchain for Enhanced CTV Advertising

According to Advertising Week, the future of CTV advertising is filled with opportunities, especially with AI and blockchain driving advancements in targeting, fraud prevention, and contextual relevance. As a blockchain company, Citizen Green is poised to take CTV advertising to the next level by making it more interactive while ensuring transparency and compliance within the cannabis industry.

Through blockchain technology, Citizen Green provides real-time engagement between consumers and advertisers using smart contract mechanisms. Viewers can scan QR codes on their TV screens to access exclusive deals, a product’s Certificate of Authority (COA) to verify lab testing, or landing pages for brand stories. CTV’s video-on-demand feature enables viewers to pause and engage with a brand they find interesting, making it a powerful tool for brand building. Once a coupon is downloaded into the viewer’s e-wallet, advertisers can retarget that customer, much like email marketing. The only information advertisers receive is the e-wallet ID, keeping the transaction anonymous except for details on how and where the coupon was redeemed.

Additionally, Citizen Green allows viewers to shop directly through the platform by hovering over images with their remote, bringing up a shopping cart for immediate purchase. Brands can also use on-demand printing services to sell branded merchandise, adding further value to their CTV advertising efforts.

Advertising Opportunities on Citizen Green CTV

Citizen Green offers a range of advertising opportunities beyond its regular programming, including a pay-per-view model for live-streaming events such as concerts, educational seminars, and lectures. This provides advertisers with multiple channels to promote their brands. The platform will also feature a mobile app for easy access to cannabis content.

Unlike traditional linear TV, CTV operates as a digital platform, utilizing first- and third-party data to target audiences wherever they stream. This means advertisers can reach specific viewer segments and retarget consumers with tailored CTV campaigns. Like other digital advertising platforms, performance can be tracked through tools like Google Analytics, enabling brands to measure customer journeys and return on investment (ROI). Its interactive features make Citizen Green a robust demand and lead-generation tool.

“Integrating blockchain-driven ads into streaming video content, where allowed, and delivering them to a targeted, scalable market is the next evolution of advertising and revenue generation in the cannabis industry,” says GCAC North America President Steve Peterson. Streaming TV provides advertisers with access to a broad demographic, making it a prime platform for those seeking to stand out in the competitive cannabis market.

Hear Steve Peterson’s full interview on the Innovating Cannabis Podcast featured on Citizen Green TV.