MONTREAL – The Alliance for Children and Television has changed its name to Youth Media Alliance (YMA).
The Alliance said that its new name reflects the shift that the organization began about a dozen years ago, when its annual conference, Média-Jeunes, began incorporating a new-media component. Since then, the media revolution has completely transformed the way content is produced and delivered.
"This new name more clearly defines our current mission, at a time when we’re working in various ways to improve the quality of screen-based content for Canadian children and teens”, said chair Peter Moss, in the announcement. “In a world where more and more content is being delivered on new platforms, especially for young people, Youth Media Alliance intends to continue focusing its efforts on all screen-based media."
Youth Media Alliance seeks to enrich the lives of Canadian children and teens by helping to improve the quality of the content created for them on all screen-based media. It presents annual awards of excellence to the best productions targeting young English- and French-speaking Canadians, offers on-going training tailored to the special needs of youth production professionals, conducts research into the media’s impact on young people, and lobbies governments to generate interest in all matters concerning screen-based content for young Canadians.
