Since its inception, YTV has taken steps to assure that its presence is felt outside the confines of the television set. Its special events, sponsorships and YTV Achievement Awards are all designed to keep in touch with kids, serve the community and make sure that the YTV brand is kept top of mind with young viewers. One way the network does this is by its Bust Out Tour, a national road show that visits communities across the country. Last year, the Bust Out Tour showed up at between 50 and 60 events, including Pacific National Exhibition in Vancouver, the Canadian National Exhibition in Toronto, Winterlude in Ottawa.

‘The Bust Out Tour features a number of YTV talent at key events that are important to kids,’ says vice president, marketing, Susan Mandryk. ‘It gives kids hands-on, interactive exposure to YTV – they can meet YTV personalities, get autographs, play games and receive gifts. It capitalizes on that personal touch that we are able to develop on-air, and gives us the opportunity to learn about our audience.’

Each August, YTV invites kids to Paramount Canada’s Wonderland for PsykoBlast, a six-hour, entertainment-packed event that introduces kids to the new season’s programming. High-profile guests, such as The Moffatts (this year) or Hanson (last year) entertain thousands of kids, who also get a chance to meet YTV talent, enter contests and party.

For the past two years, YTV has sponsored the ‘Get Writing!’ campaign that calls for grade school children to submit their own stories, which are published in an anthology by Prentice Hall. YTV is also a key supporter of Word on the Street, the Toronto celebration of literacy. ‘Our involvement is a recognition that watching television is great, but that we also support turning off the TV and reading a book or playing sports,’ says Mandryk. ‘We’re also involved in Cable in the Classroom in conjunction with the cable community, which supports media literacy.’ YTV is also the national English-speaking media sponsor of ‘Stampin’ the Future’ campaign, a Canada Post initiative that encourages kids to draw what they envision the future to be. Four winners will be chosen and their drawings will be issued in stamp form in July 2000.

One of YTV’s most high-profile events, the YTV Achievement Awards (YAA!) have been going strong for 10 years. The awards, which include a $3000 honorarium for each winner, are presented at a televised YTV-produced gala. Award recipients are chosen from the approximately 1500 applications received each year, with awards going to young people in 15 different categories ranging from public service and bravery to music and writing. ‘It’s a real celebration of Canadian youth and it is truly amazing what some kids are doing,’ Mandryk says. ‘We see it as almost our responsibility to give recognition to ordinary kids who are doing extraordinary things. After all, if we didn’t do it, who would? We feel strongly that it is our role within the community to provide this showcase.’

YTV president Paul Robertson agrees. ‘The tenth anniversary of the Achievement Awards is our way of publicly celebrating Canada’s youth. It lets them know that they can and do make a difference. The investment we make in our youth today will only benefit us down the road.’ To illustrate the impact and scope of the Achievement Awards, Robertson points to some of the past winners: The Barenaked Ladies, activist Craig Kielburger, vocalist Measha Gosman, Olympic medalist Clara Hughes and men’s junior figure skating champion Emmanuel Sandhu. ‘Our off-air activities are all part of enhancing customer satisfaction and developing a brand that kids can truly call their own,’ adds Robertson.