YTV gives Hasbro star turn on Saturday morning block

YTV's bid to control Saturday mornings by luring in kids aged 8-11 with Crunch has attracted a fitting sponsor in Hasbro. A new contest hypes Hasbro's Tiger Electronics media player for kids. YTV's Saturday morning host will host will even show you how it works.

The Massively Mini Media Contest, which kicked off Nov. 6 and runs until Dec. 4, is Hasbro’s attempt to leverage YTV’s Saturday morning appeal and draw kids to its Massively Mini Media video and music player with online demonstrations and a heavily-promoted contest.

Crunch host Ajay, who hit the air under the newly-branded morning block (7 a.m. to noon) on Sept. 9, will promote the contest for the next four weeks by hyping the product’s features (videos, photos, music). A 30-second spot also pushes the media player and the contest throughout the week, directing viewers to both Crunch and Another 30-second ad details the contest specifically, airing exclusively in Crunch, and directs viewers to Four different 15-second spots also showcase how the media player connects with other Tiger Electronics products, including, where kids can download webisodes of various cartoons. A YTV contest microsite features an introduction to the media player, plus details of the contest and how to enter link to

Crunch uses a video section, a regular blog by its host (who, most recently, asked kids to help him name his turtle), and a message board for fans. Other interactive features aim to get kids pumped using a Saturday manifesto, written to ‘our beloved parents, teachers, coaches and pets,’ declaring Day 6 of the week to be the official day of freedom for kids everywhere. There’s also a downloadable Day 6 kit, offering all the freedom tools (ie. door danglers, freedom flyers and mini posters) needed to accomplish the mission.