Toronto-based Corus Entertainment is producing a bevy of new series-driven online destinations for younger viewers. Slated for fall release on Teletoon is animated fantasy-adventure Di-Gata Defenders, a half-hour show about four young heroes fighting the forces of evil, targeting boys 6-12. A Di-Gata immersive site and game for the web and mobile are also on tap. ‘We’re creating an immersive online world [for the series],’ says Scott MacMillan, senior manager, licensing at Nelvana, the animation studio creating the series. ‘We’re giving kids a chance to get involved with the characters and simulate a journey so they can be Di-Gata Defenders themselves.’ MacMillan says producers are going this route because ‘kids want to experience entertainment in multiple ways.’ He adds that brands are open to sponsor elements of the Di-Gata online world and sees opportunities for quick service restaurant brands and consumer packaged goods tie-ins. The site will launch in the fall.
YTV is also getting immersive for Erky Perky, a half-hour animation series aimed at the 6-11 set, which has brand extension plans that include an offer for fans to script, direct and edit an ep on ytv.com. The show is about bugs that are forced to survive in the scary land of Kitchen. For plugged-in pre-schoolers, This is Emily Yeung will offer customized games and activities – such as avatar and environment creation — in addition to its fall airing on Treehouse. A spokesperson from Corus says that there are no plans in place to pursue product placement online or on-air for these titles, however YTV is open to exploring advergaming opportunities and sponsor streamed video on YTV.com. YTV has just revamped its website, adding 12 new online games, with new game titles every month. Brands currently working with the net include Weston, Parmalat and Great Wolf Lodge.
