CBS has renewed its deal with Cookie Jar Entertainment, tacking on three more seasons to the run of the Toronto company’s Saturday morning TV block.

The soon-to-be-announced 2009/2010 slate will have girl-focused programming in addition to educational content meant to attract both boys and girls. CBS is the current broadcast home of DIC series Strawberry Shortcake and Horseland, which launched on the branded block in fall 2006. DIC and its properties were acquired by Cookie Jar last June.

Cookie Jar is presently in discussions with advertisers and is looking to take a more strategic approach to sponsorship for the block.

‘We are pleased to extend our relationship with the CBS team,’ said president and COO Toper Taylor in a statement. ‘We appreciate that they continue to entrust Cookie Jar with providing quality educational programming to CBS families and their kids.’

‘Cookie Jar is looking to be more strategic in our approach to sponsorship for the block and we are currently in discussions with key advertisers,’ added marketing SVP David Danowski.

From Kidscreen Daily