Cannes, France: Unlike a number of major players in the U.S. and Europe who are reporting reduced children’s production slates for 2001, Nelvana co-CEO Michael Hirsh says the Toronto toonco is projecting 15% to 20% growth over last year.

New directions at Nelvana, partly the result of backing from parent company Corus Entertainment, include the acquisition of expensive international rights to programs from partners like Nickelodeon, an increase in coproductions, especially with Asia, and a more diversified product line, including ‘up-aging’ youth and early teen series.

Hirsh projects Nelvana will produce 282 proprietary half-hours in 2001, up from about 242 last year and 214 in 1999. The company was acquired a year ago by Corus for $540 million.

‘Where we’ve seen a glut in children’s programming in the last two to three years, this year we’re going to start to see a reversal, because I think there’s at least a hundred less titles being made today than were made two years ago,’ says Hirsh. ‘As a result, there will be more demand, and we want to make sure that we are there in the program marketplace.’

Nelvana’s diversification is highlighted by deeper forays into youth and teen-style programming, notably Sausage Factory, a live-action, coming-of-age comedy in the spirit of the hit movie American Pie. Sausage Factory is a coproduction with MTV in the U.S. and Vancouver’s Peace Arch Entertainment.

Nelvana has acquired international rights to two Nickelodeon properties: Taina, a hip, music-driven program created by Maria Perez-Brown, and the offbeat animation program The Fairly OddParents.

‘They [Nickelodeon] are looking for a little diversification in their financing model, the way we all do, and we are their largest current program supplier [through YTV]. I think this is a good example of the kind of thing we couldn’t have done outside of Corus. Corus gives us the added financial clout to make sense of this kind of deal,’ says Hirsh.

In addition to new coproductions with Asia, Hirsh says there are plans to grow coproductions with Europe.

Nelvana’s Asian coproduction partners ‘have seen the writing on the wall and want to invest in programming, whereas previously a lot of them were just service providers. So they’ve moved up a step.’

New product from Nelvana at MIPCOM 2001 includes: Max & Ruby, a book-based kids’ show from author Rosemary Wells; new movies and specials based on established brands, including the 3D Christmas comedy The Santa Claus Brothers, produced in association with The Disney Channel and Film Roman; The Ark, a new twist on the tale of Noah’s Ark; Franklin’s Magic Christmas; The First Cardcaptors Movie; Maurice Sendak’s The Little Bear Movie; and the much-anticipated Rolie Polie Olie Movie.

In distribution, 2001 marks Babar’s 70th birthday, and Nelvana and The Clifford Ross Company, along with their merchandizing partners, are developing a host of mainly European tributes and promotions.

Nelvana’s MIPCOM 2001 lineup includes the Fox Family/Teletoon show Braceface, featuring the voice of Alicia Silverstone, and the post-toddler series Pecola, coproduced with Japan’s Milky Cartoon and Yomiko Advertising in association with Teletoon.

Also new is the interactive preteen animated series Cyberchase, produced by Nelvana and Thirteen/WNET New York, slated to air early next year on PBS Kids, CBC and The Disney Channel in Spain; and finally, Mo’Ville Mysteries, a kids animation series currently in production and acquired by Disney in Spain and YTV.

Nelvana also reports new ratings successes on the major networks in France, particularly for Franklin, the preschool series George Shrinks and Pelswick.

Hirsh says his door is open to ‘young and innovative talent in the live-action programming arena. Nelvana has always supported the enthusiasm of young creative talent and encourages them to submit their work to Nelvana.’

-www.nelvana.com