A decade after its debut, ytv is reinventing itself with a slate of new shows, a commercial-free programming block for pre-schoolers, and big plans to spread the ytv word using ytv-branded merchandise.

Susan Mandryk, vice-president of marketing with the children’s specialty television service, says the radical revamp is an attempt to stay at the forefront of kids’ entertainment.

‘We do a lot of research with kids throughout the year and we find that their expectations are changing and rapidly evolving. We’re always trying to stay one step ahead and meet their expectations,’ says Mandryk.

At the heart of the revamp is the new programming season which will introduce viewers to an unprecedented 57 new shows, 22 of which are Canadian.

In support of the new season, ytv is launching an integrated campaign which includes everything from on-air image and promotion spots to king bus ads, Web sites and print advertising that will appear predominantly in kids’ magazines. The tag line? ‘Keep it Weird.’

The campaign is divided into two segments, the first targeted toward children, and the second toward parents. The parent-targeted ads, which will run in magazines such as Today’s Parent, are in support of YTV Jr., a six-hour commercial-free block to run between the hours of 9 a.m. and 3 p.m.

Timed to coincide with the fall launch of its new shows, ytv is also making its debut at the retail level with a line of ytv-branded toys based on ytv characters and shows.

The line, manufactured in partnership with Hasbro Canada, includes puppets and plush toys, games, puzzles and novelty toys. It appeared in Zellers stores at the end of August and was scheduled to hit Wal-Mart and Toys ‘R Us stores last weekend. According to Mandryk, it will also be featured in the Christmas edition of the Sears catalogue.

‘As ytv, we’re really well positioned to get into brand extension,’ says Mandryk. ‘We have all the key elements – [we have] 98% awareness in the marketplace, we’re the No. 1 kids tv station, and we’re recognized as a kid expert.’

In addition to its partnership with Hasbro, ytv has also joined forces with software maker Beamscope on a new line of kids’ computer programs bearing a ytv ‘seal of approval’. The first four of six YTV Approved! cd-roms will hit store shelves on Sept. 15 and will be distributed nationally.

According to Mandryk, ytv’s desire to extend its brand has spawned a flurry of new ideas, all set to take ytv to another level as providers of kids’ entertainment.

Currently in the works are plans to create a ytv magazine and to introduce a second line of toys. Mandryk says the specialty channel is also looking into apparel, apparel accessories, kids’ publishing and electronic opportunities.

‘This is the first year that ytv has seriously gotten into the brand extension arena, but we’re getting some positive feedback,’ says Mandryk.

‘We’re evolving into a whole other realm of kids’ entertainment.’