Corus launches YTV on-demand

Corus Entertainment's latest strategy for the YTV brand aims to give kids what they want, when they want it.

Corus Entertainment launched the new VOD extension of the YTV brand with Rogers on Demand on Dec. 11, and promotion for the on-demand service is ramping up via its newsletter, a microsite (, banner ads on YTV and other Corus-owned websites (such as and, plus 10-second billboards running on-air at YTV and Discovery Kids. There are no advertising opportunities for marketers the subscription-based service at this time.

The net is promoting the service as a place where children can catch exclusive sneak peeks of upcoming YTV programs such as the Thumb Wrestling Federation premiere in January 2007 (click here to access MiC’s Dec. 8, 2006 story on the TWF). The VOD channel is updated monthly with new episodes and themed bundles celebrating holidays like Christmas, Valentine’s Day and Halloween. The themed bundles are available free until the end of Jan. 2007, when a $2.99 fee per bundle kicks in.