Global Compliance Application Corp. (GCAC), a Canadian blockchain-focused company, has introduced Citizen Green, a connected TV (CTV) channel aimed at reshaping cannabis-related media and advertising. The channel has been positioned as an educational platform covering subjects such as cannabis health and wellness, business strategies, hemp innovations, and developments in psychedelics.
Citizen Green is designed for a worldwide audience, with content expanding well beyond North America. Its programming already includes international shows, such as an Australian series centered on sustainable housing built with industrial hemp. With this global approach, the channel seeks to serve as a gateway for advertisers eager to build or expand their cannabis brands internationally.
The initiative comes at a time when consumer habits are shifting away from traditional cable. Smart TVs have become a preferred option, particularly among audiences over 50 who are increasingly curious about cannabis. Data from Statista has indicated that around 40 percent of Americans stream television content, compared to only 20 percent each for cable and broadcast TV, underscoring the growing importance of connected platforms.
Strategic Programming and Partnerships
Steve Peterson, President of Citizen Green, has been leading the channel’s content strategy. His approach centers on developing shows with strong existing followings, recognizing the growing influence of personality-driven media. A major step in this process was GCAC’s acquisition of Weed and Whiskey, a Dallas-based Roku channel, which was subsequently rebranded as Citizen Green to attract a wider wellness-oriented audience. The platform now operates across Apple, Android, Fire TV, and Android TV.
The channel’s lineup includes collaborations such as Grunt Style, a Texas-based military-themed clothing brand run by veterans, whose foundation generates content with wide appeal in military communities. Another prominent feature is Cannabis Coast to Coast News, anchored by former sports broadcaster Jimmy Young, which has recorded more than a million views. Peterson has compared this programming strategy to filling a shopping mall, noting that key shows act as anchor tenants that attract audiences while creating opportunities for diverse supporting content like music, movies, and podcasts.
He has expressed confidence that Citizen Green will not only build brand recognition but also generate revenue for content creators through advertising and e-commerce initiatives.
Navigating Advertising Restrictions with Blockchain
Cannabis advertisers often face barriers on traditional television due to regulations from the Federal Communications Commission (FCC), which restricts promotional activity given the federal illegality of cannabis in the United States. Unlike conventional broadcasting, however, CTV falls outside the FCC’s main jurisdiction, opening new avenues for cannabis-focused marketing.
Citizen Green has set up compliance safeguards to ensure content transparency and to avoid misleading claims. This regulatory flexibility gives cannabis brands a chance to reach audiences that were previously inaccessible.
As a blockchain-driven company, GCAC intends to elevate CTV advertising through transparency, interactivity, and fraud prevention. Industry reports have suggested that AI and blockchain could shape the next stage of advertising by improving targeting and contextual relevance. Citizen Green applies these technologies by enabling real-time engagement through smart contracts. Viewers can interact with content by scanning QR codes displayed on screen, unlocking offers, verifying product authenticity through Certificates of Authority, or accessing brand stories.
The platform allows direct shopping from the screen, enabling viewers to add items to a cart using their remote. Coupons can be saved to e-wallets, letting advertisers retarget customers while keeping transactions anonymous except for redemption data. On-demand printing services further enable brands to sell merchandise seamlessly.
Expanding Revenue Opportunities
Citizen Green also offers diverse advertising formats beyond regular programming. These include pay-per-view live events such as concerts, seminars, and lectures, providing advertisers additional avenues for exposure. A mobile app is also in development to extend the reach of cannabis-focused content.
Because CTV functions as a digital-first platform, it allows the use of both first- and third-party data to target and retarget specific viewer segments. Similar to other digital advertising methods, campaign effectiveness can be measured with analytics tools, giving brands insights into customer behavior and return on investment. Its interactive and trackable nature positions Citizen Green as a comprehensive demand-generation tool for cannabis marketers.
Peterson has emphasized that blockchain-powered advertising within streaming video represents a critical next step in cannabis industry promotion. He believes the channel offers brands access to a scalable, targeted market and provides a unique opportunity to stand out in an increasingly competitive sector.
