CanWest Global has ordered 13 half-hours of Producing Emily from Breakthrough Animation, with plans to air the adult-aimed toon on E! in primetime.

The series centers on a young woman who works as a talk show producer at a struggling TV network. It’s a ‘satirical take on the perfection that women are constantly exhorted to try to achieve,’ says managing partner Kevin Gillis. ‘Trying to be the perfect shopper, to look like a model two days after having a baby, to please a man and a woman at the same time.’

Breakthrough will partner with another company, as yet unnamed, on the animation – mostly Flash and some CG, says Gillis – and hopes to see it on air next season.

Gillis says Breakthrough is looking for an American broadcaster or a European copro to close the budget. He’s also considering some ‘stunt casting’ for the voices, but could not elaborate.

By age 10 or 12 women tend to drift away from animation, ‘but they come back to it through comedy,’ says Gillis, noting that with the right combination of both, the Toronto shop should ‘be able to create a show, and tailor a show that speaks to female audiences.’