Electric Entertainment’s 1998/99 production season could see the magazine-format prodco expanding into fiction.

Amongst the grassroots companies capitalizing on the specialty channels, Toronto-based Electric (Caregiving with June Callwood, Jane Hawtin Live, Linehan, Doctor on Call, Investors On-Line) has three projects in negotiations which, if greenlit for the fall, could see the company doubling its production slate to more than 26 hours per week (676 per year) over 13.5 (351 per year) this season.

Magazine format programming will continue as the main offering, but fiction is on deck. Although president Paul Osborne is keeping details close to the vest, one key project is an mow coproduced with a u.s. company.

‘With these projects in mind, what we’ve got planned for this year is a step across the line that starts to put us into mainstream broadcasting and away from specialty,’ says Osborne.

Things are moving. Entering year three of the business plan, Electric houses a staff of 50 as compared to six when the company formed in 1995. Owned by Osborne and partner Jane Hawtin, plans to move into bigger space are on the agenda.

Given the minimal licence fees supplied by the specialties, the question begs how a production company can operate a growth business within the parameters of niche channel broadcasting. Electric’s Chris Allicock says the company’s structure – ‘like a tv station without a licence’ – allows them to maximize the value of money available while facilitating a slow but steady build.

Tonnage is important, says Allicock, as is producing live programming at the in-house studio, sponsorship and ably repurposing the material.

In terms of selling themselves to the broadcasters and increasing company profile, the aggressive in-house promotions and marketing division helmed by Allicock puts less pressure on the broadcasters to baby one program while ensuring product garners the required ink.

The number of hours coming out of Electric combined with the interest in bigger-budget fiction programming is tripping speculation the company may go public. Allicock says ‘not this year,’ but adds that increased investment will be necessary to diversify the production slate.