New network launches

As we move into a new millennium, media are fragmenting and flying off in every direction. Virtually every sort of specialty station is vying for a spot in the broadcast spectrum. The major limitation is the fact that there are only so many available frequencies. Secondly, it becomes increasingly difficult for one broadcaster to garner and hold a sizable share of any target audience. Zipping, zapping, and the divided attention of audiences are proving to be formidable obstacles.

It is with the above in mind that February's launch of YNN (The new Youth News Network) is intriguing. After 9 intensive years in development, YNN is more of a unique closed circuit television network than it is a broadcast entity. The network promises to provide a platform as well as a chance for young people to offer their vision of our world. Prepared by young reporters and producers (with the assistance of educators) from across Canada, YNN delivers an extremely high tech daily 10-minute broadcast of current events, news, interviews and areas of cultural interest to the voters of tomorrow. During the February roll out phase, the show will run in approximately 30 schools throughout Canada. Since the shows run in the classrooms, zipping and zapping are not a possibility. From a niche marketing perspective, what could be more targeted? There is absolutely no wastage. Teens, teens, and more teens. Still, I should mention that the network intends to expand into adult learners.

Upcoming segments will include exclusive interviews with politicians, artists, popular musicians, athletes, entrepreneurs and people from all walks of life. This month, YNN will produce special segments on the plight of Family Farmers and the recent Family Farm Tribute concert which generated extensive press across the country. Other features include everything from an exclusive interview with Preston Manning to an overview of extreme sports. While the production is headquartered in Montreal, correspondents report from major centres right across the country, making this a truly national programme.

The shows will be funded entirely through two additional minutes of tightly regulated commercials. All commercials must be approved by the Educational Advisory Council, a body made up of educators, teachers, parents and student volounteers from participating schools. Advertisers who fit with the fabric of the programming are being sought and the initial response has been enthusiastic. First phase advertisers include The National Anti-Racism Campaign, Heritage Minutes (The CRB Foundation Heritage Project), Long & McQuade Musical Instruments, Royale Educational Software (Makers of Clear Speech Works), Blockbuster Video, Hewlett-Packard and CMT (Country Music Television).

As an incentive to the schools, the owners of YNN, Athena Educational Partners, will supply in excess of $150,000 of computer and video equipment to each school for their educational use at no cost to the taxpayer. This comes as a boon to many schools which could never hope to afford students such advanced technology.

Once established, the YNN network will also serve as an important resource linking students, teachers, parents and adult learners. Under development is the YNN.CA Website, an ambitious educational Internet portal, the details of which will be announced shortly. What I have seen thus far of the test site indicates a groundbreaking foray into Internet broadcasting, education and e-commerce.

In a fragmented media universe, the enthusiastic team members at YNN are pulling together to offer students and advertisers a viable alternative. In the often jaded world of broadcasting, it is encouraging to find young people who have not yet learned enough to expect failure.