YTV has emerged as the top specialty channel in Canada since launching its fall schedule, and it’s not just kids that are tuning in.

With new shows intended to broaden its audience base, YTV jumped ahead of TSN by 13%, with a 29% increase over last year among viewers ages 25-54.

While YTV’s number-one rating will likely change now that the National Hockey League season is underway on TSN, the Nielsen Media Research rating for the first six weeks of the new television season remains significant for a niche-channel targeting children.

‘Over the last couple of years we have been commissioning series that do have broader appeal, that have the elements that can capture a wide audience,’ says Susan Ross, group VP and GM, Corus Television.

According to Ross, the trick is to attract preschoolers, their parents and everyone in between.

‘It’s not unlike the trends we are seeing in theatrical releases, with Shrek and Finding Nemo and Pirates of the Caribbean,’ says Ross. ‘We recognized that there is an appetite for families to sit down and enjoy these programs together.’

The two breakout hits currently airing on YTV are SpongeBob SquarePants, a Viacom production out of Nickelodeon Studios, and The Fairly OddParents, also from Nickelodeon but distributed in Canada and internationally by Corus-owned Nelvana.

In addition, Jacob Two-Two, the Nelvana-produced 26 x 30 animated treatment of the Mordecai Richler novel, is also proving very successful since its first season started airing on YTV in September. Ross says the show draws audiences of all ages.

YTV’s improved viewer numbers are added good news for Corus, which is showing growth in its recently released fourth-quarter earnings. Consolidated revenues for the fourth quarter, ending Aug. 31, were up 2% at $175.1 million compared to $171.8 million a year ago. Corus’ net income for the fourth quarter was $12.4 million for a year-end net of $40 million, compared to a loss of $168.6 million last year.

Year-end results indicate a 40% increase among viewers ages 25-54 across Corus’ specialty television group. CMT and W Network increased their audiences by 50% and 46%, respectively. And fourth-quarter revenue growth from Corus’ television division may point towards a healthier ad market for 2004, with advertising revenue up 9%.

As with YTV, broadening audience base has also been a strategy at Corus-owned Nelvana, part of the animation company’s restructuring efforts after last year’s $200-million writedown by Corus. Nelvana has also focused on creating shows that appeal to more than just the preschool age group, a demographic Jocelyn Hamilton, VP of creative production, says Nelvana is often identified with.

Nelvana’s production was cut from 252 episodes in 2002 to 150 episodes in 2003.

Nelvana will maintain its production slate at 150 episodes for 2004, which Hamilton says is a comfortable volume for the current market.

-www.corusent.com