Branding is the word for kids’ tv this season, and the world of preschool programming is no exception. That means hosted program blocks, a strategy introduced by ytv at its inception, is in place across all major preschool networks. Here, the hosts hold court in front of carefully crafted, eye-catching sets, introducing programs, chatting up kids and taking part in all sorts of silly antics.

The goal is to create a unique look and feel – a brand – that will build loyalty and prevent little hands from reaching for the remote control. Programmers are counting on kids reaching for the computer mouse, however, and have set up Websites – complete with special-events information, contests and opportunities to buy merchandise – to reflect and enhance their particular ‘brand.’

‘It’s all about positioning, branding and getting the message out to kids and parents,’ says Adrian Mills, cbc’s creative head of children and youth programming. ‘This fall cbc has a whole new initiative where we’re starting to brand preschool blocks and to re-energize the promotion of our programming to make people aware of what we offer.’

What cbc is offering is an extra hour each day of preschool programming and new programs such as Catalyst Entertainment’s Noddy, based on the books by Enid Blyton, Nelvana’s Rolie Polie Olie and Queen Bee Productions’ Scoop and Doozie, which combines live action and puppetry.

Weekdays from 8:30 a.m. to noon, the program block is hosted by Lisa and Drew from an innovative virtual set using, Mills says, ‘state-of-the-art technology. Our preschool audience is growing and we have a 30 to 40 share, but we want to go further and create an environment that will help brand the programming and hold the block together.’

Despite its offshoot Treehouse tv, ytv continues to offer its own preschool fare, still called Treehouse, with 40 hours a week of commercial-free programming and shows such as Radical Sheep Productions’ The Big Comfy Couch, Hammytime Productions’ Once Upon a Hamster and PJ Katie’s Farm.

‘In Canada, and worldwide, there is still a ready supply of preschool programming,’ says Paul Robertson, president of ytv. ‘Kids’ tv is also the type of market where classic animation, such as The Flintstones, after it has been rested, can go through the roof in terms of ratings.’

In the quest to secure the rights for the next big hit, Treehouse perhaps has an advantage given its affiliation with ytv. A condition of its licence is that it can’t run the same programming as ytv for 30 days – hardly a large block of time in the well-supplied world of kids’ television.

Treehouse differentiates itself by offering preschool programming all day long, from 6 a.m. to midnight in the east – perhaps for those insomniac little ones? With one national feed, Treehouse runs a 4.5-hour block of programming four times a day, with such classic kids fare as Bookmice, Barney and Friends, Lamb Chop’s Play-Along and Tots tv.

New shows this season are Ants in Your Pants, a hosted music video show, and Crazy Quilt, an arts and crafts offering, both produced by Treehouse.

‘Our strategy is to present programming that is preschool appropriate and developmentally appropriate,’ says Susan Ross, vp and gm of Treehouse. ‘We can offer such programming all day long and we’re still there until bedtime.’ So far, Treehouse, which will be promoted this fall on radio and in such publications as Parent magazine, has seen successful ratings with Barney and Lamb Chop’s Play-Along. But it scored a coup in getting the phenomenally popular Teletubbies for its January roster, which up until now has been running on tvontario.

‘Teletubbies has been one of tvo’s most popular kids’ shows ever,’ confirms Pat Ellingson, tvo’s acting creative head of children’s. ‘But you never know with children. We have examples of Barney still doing just as well.

‘Fortunately, in preschool programming there are a lot of shows available so a successful schedule doesn’t depend on one program. What we’re trying to do now is address more kids’ issues with our host Patty Sullivan. For example, Patty is hosting a show on the environment, something of concern to children.

‘tvo chooses programming that is non-violent, anti-stereotype, entertaining but educational,’ she continues. ‘So, when buying programming often we aren’t competing for the same things that others are going after. That helps us. For us, having deals and building relationships with independent producers is crucial.’