Internet start-up AmebaTV has soft-launched its new children’s service, and says it is in the process of shipping set-top boxes to parents around Canada. The Winnipeg-based company looks to deliver child-appropriate and ad-free shows directly to viewers via the Internet, and recently took delivery on its first proprietary set-top boxes, made by U.K.-based CompleteTV.

‘We’re looking to launch in the U.S. anywhere from the next 12 to 18 months,’ notes Ameba CEO Tony Havelka, who adds that he’s also open to global rollout in a future phase. Ameba targets the three- to 12-year-old set.

The service launched its beta version late last year, and will run as such for another six months. The boxes are currently available for $20 a month, $6 for the rental and $14 for the programming. The company is relying on grassroots marketing and word of mouth.

The AmebaTV library includes 500 hours of live-action and animated shows from such producers as Decode Entertainment, Breakthrough New Media, Casablanca Kids, marblemedia, Portfolio, TVO and the NFB – though Havelka and business development exec Rita Carbone Fleury are looking to acquire more, including multilingual programming.