With the ink drying on a deal for Traders On-Line, a new addition to wic’s 1997/98 schedule, Toronto-based Electric Entertainment is on tap for its third series.

One of the higher-profile cottage prodcos growing up around the specialty services, Electric caps its 18th month with 52 episodes of Traders On-Line, the working title for a weekly business program targeting armchair investors. Hong Kong Bank of Canada is onside, Electric’s first experience with sponsorship and potentially moving it ahead of schedule on its third-year profit-point projection. Revenue this year is approaching $4 million.

Frontlined by partners Paul Osborn and Jane Hawtin (gm Barry Constable holds a minority interest in the company), Electric is carving out an identity as what Osborn calls a ‘niche specialty’ production company. Its mostly daypart program inventory to date includes two wtn exclusives, Jane Hawtin Live and Doctor on Call, and Linehan, running first window, first play on wic and second window on wtn 13 weeks apart. Linehan will be part of Canadian Airlines’ inventory beginning July 1, with his signature interviews opening the in-flight movie.

Jane Hawtin Live, a wic incarnation, moved to wtn after a season on air because the spec net offered national distribution. It now draws about 50,000 viewers per play.

Although the specialties are Electric productions’ primary window, Osborn predicts channel overload will eventually leverage its genre onto the mainstream nets.

‘At some point, someone will do a daytime analysis and figure out a niched morning schedule makes sense. At the same time, they’ll begin giving way to the niche networks, doing less sports because someone else is doing a lot of it, for example, which is already happening. When it all comes together ­ more niche-centric windows ­ it will pay to have an identity.’

Hawtin and Linehan are to date the company’s most identifiable franchises. One of an avalanche of daytime speakfests, Jane Hawtin Live has perhaps scored more ink, more tv guide covers, than any other talk show in the country, due in part to the gentle yet relentless efforts of Chris Allicock, director of promotion and publicity.

With the broadcasters maxing out promotions budgets and an avalanche of programs and services competing for the viewers’ attention, ‘I think it’s key for us to handle, or at least participate in, marketing and promotions,’ says Hawtin.

‘The broadcasters do what they can, and when they can’t, we say, ‘Well, do you mind if we try?’ When it works, it’s better for everybody.’

After sinking $1.6 million into a full-service production facility in downtown Toronto, Electric produces Jane Hawtin Live and Doctor on Call out of house. Hawtin’s radio program, airing live in the hour before Jane Hawtin Live g’es to camera, is broadcast from an in-house radio studio.

Responding to comments that daytime news-oriented programs aren’t the sexiest or most lucrative genres of the production world, Osborn says the long-term view is key to the business plan.

‘Sure, if you have aspirations of getting rich, you’re going to be here awhile. Do we want to do a dramatic series? Yes. Do we want to make mows? Yes. But you have to build the core of the business before you take risks. We’re in the position right now where we can choose who we work with and what projects we take on, which is what we want, and we’ll go forward from there.’

Selling Electric’s increasing library internationally is part of the long-term picture. Osborn says Terry Debono, director of sales and distribution, will eventually head up a wider distribution effort. Within three years, projections are for international sales to account for about 30% of the revenue stream. A u.k. sale of Traders On-Line is in process.