BANFF – Corus Entertainment will be the first in Canada to launch preschool series on mobile before broadcast.
Prior to its broadcast premiere on September 4, Corus’ specialty kids’ network, Treehouse, will launch “This is Emily Yeung” on mobile, online and on video on demand.
A full-streamed video will be available on mobile television August 14, with that same episode offered on VOD on August 21, and via Corus’ new retail storefront, TreehouseDirect (www.TreehouseDirect.com) on August 28.
This is Emily Yeung was created by Marblemedia (www.marblemedia.com) and Sinking Ship Entertainment (www.sinkingship.ca). Both companies are involved with the award-winning Daniel Cook.
In an interview with cartt.ca at Banff, Lucie Lalumière, vice-president and general manager, interactive television for Corus Entertainment says it’s natural for them to try out this innovative multiplatform strategy with Treehouse before they try it with their other brands, like W or CMT.
Kids are the “early adopters of new technology,” says the former executive director of new media at Radio-Canada. “And they love to play shows repeatedly.”
Treehouse already has over “one million video on demand downloads each month”, says Lalumière, “so we expect to see great things” with mobile downloads.
“We expect, with the preschool market, the parents who download the content from Treehouse Direct will “pass back” the content for the kids to view” says Lalumière. The idea is for the parent to download episodes onto his/her cell-phone and “pass-back” to the children for entertainment while driving or in line at the grocery store.
On August 11, 2006, TreehouseDirect will have available for download single episodes and bundles or full seasons of Nelvana-animated preschool favourites like Max & Ruby, Franklin, Miss Spider, Timothy Goes to School, Little Bear, Babar, The Berenstain Bears and Rolie Polie Olie.
“This download-to-own service places our shows directly in the hands of families to enjoy at home or on the go,” said Paul Robertson, president, Corus Television. “A key component of our full-service offering, TreehouseDirect will promote series launches and sneak peeks as part of our integrated multiplatform strategy.”
The self-contained storefront site www.TreehouseDirect.com is powered by software from Toronto-based ExtendMedia and is accessible via the TreehouseTV.com network website.
According to Lalumière, Treehouse Direct content is “Viiv-verified by Intel” thus enabling use throughout any home with digital technology embedded with Intel’s home networking digital media chip.
Tara Blasco Raj is Cartt.ca’s western editor and is in Banff all week covering the Banff World Television Festival.
