In an effort to engage younger audiences amid declining linear television viewership, Radio-Canada has launched two new youth channels on its digital platform, ICI Tou.tv. This initiative comes as the broadcaster aims to connect with children aged 3 to 7 through a seamless viewing experience.
New Youth Channels on ICI Tou.tv
Launched on October 27, these two channels are designed specifically for children. The first, called the Chaîne jeunesse, features a variety of shows, including programs guided by the adventurous character Arthur, who serves as the channel’s ambassador.
The second channel is dedicated to the popular show L’Agent Jean and its spin-offs Mini-Jean and Mini-Bulle. Ludivine Reding, the voice behind Mini-Jean, is prominently featured as the channel’s star.
Key Features of the Channels
- Available 24/7 with no advertisements.
- Consistent programming that repeats daily at the same time.
- Content renewal every three months.
According to Christiane Asselin, the Director of ICI Tou.tv and youth content at Radio-Canada, the aim is to create a secure and high-quality viewing environment for children. This eliminates the need for parents to constantly assist their kids with content selection.
Availability on Multiple Platforms
The youth programming from Radio-Canada will continue to be accessible on demand via ICI Tou.tv. Additionally, the broadcaster plans to upload some of this content on YouTube through its Zone jeunesse account. They also announced intentions to stream the new youth channels continuously on YouTube, which is widely used by children.
The Shift in Viewing Habits
Recent trends indicate a significant shift in viewing habits among young audiences. Only 61% of Canadian households with children still have cable, reflecting a broader move towards video-on-demand formats. Over the past decade, traditional TV viewership among those under 18 has dropped by 77% across most genres.
Despite challenges within the children’s programming landscape, with recent closures of channels like Vrak and Yoopa, Christiane Asselin emphasized the ongoing commitment of Radio-Canada to youth programming. Each year, the broadcaster produces around 100 hours of original children’s content, contributing to the existing 2000 hours available on ICI Tou.tv.
Overall, these developments showcase Radio-Canada’s dedication to adapting to changing media consumption patterns while maintaining a focus on quality children’s entertainment.
