Broadcaster, 11/7/2006
Corus Launches On-line Youth Radio Station
Corus Radio has launched an interactive youth radio station over broadband. Calling it a Canadian market first, BoomBoxBaby.ca features personalities and content from Corus Entertainment's YTV, Kids Can Press and Corus Radio brands. The station, targeted at younger teens aged 12–17, broadcasts exclusively on the Web with user-generated on-air content.
Programmed by 102.1 the Edge and AM640 Toronto Radio producers, the service also benefits from the guidance of renowned Program Director and syndicated host Alan Cross. On-air, BoomBoxBaby's program lineup includes: Plugged In, an hour-long weekly program hosted by YTV's Sugar and Carlos, movie reviews from YTV's ZAPX host Simon, a regular author series and Kids Can Press Book Club and character-driven features from Nelvana's animated series 6teen.
"For this initiative, we are able to leverage Corus' expertise in branded, youth-targeted entertainment and radio programming and mix and match these assets with new technologies to produce a unique broadcast experience for younger audiences," said John Hayes, President, Corus Radio. "As youth audiences' enthusiasm for accessing music and content on multiple platforms continues to grow, BoomBoxBaby.ca reflects our commitment to be everywhere our audiences are."
Linked from ytv.com and other youth-focused websites, BoomBoxBaby.ca is broadcast 24 hours a day in three looped eight-hour blocks. The after-school anchor block runs from 4 p.m. to midnight.
A cross-divisional initiative led by Deep Sky, Corus Radio's national marketing and programming arm, BoomBoxBaby.ca will be supported by streamed audio and online spots and sponsorships. Online promos are also running on YTV, CMT and W Network's websites to promote awareness. Plans are in the works to include BoomBoxBaby as a new channel on Corus' digital music service, Max Trax.
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