The Canada Media Fund, Telefilm Canada and the Canadian Media Producers Association are taking their #EyeonCanada program one step further with the launch of a new website.

Eyeoncanada.ca is designed to be public-facing, and features trailers, video clips, pictures and production details. Each production has its own individual page on the website, including links to any relevant social media pages.

The production pages of Eyeoncanada.ca will also feature original content, such as video interviews with cast members, producers and other creatives. The first batch of original content features videos of the nominees and winners of the 2015 Canadian Screen Awards. Canadian producers can also upload their own projects onto the Eyeoncanada.ca website via an online form.

The website launched with about 350 Canadian projects identified as particularly successful by the Eye on Canada team. The selected projects had strong sales, or boasted high audience or award numbers, said Maurice Boucher, marketing and communications director, Canada Media Fund.

The launch of the website is also part of a push to get the general Canadian public more involved in the Eye on Canada social campaign and the #eyeoncanada hashtag, which thus far has mostly been used by industry insiders.

“Now what we want to do is to bring that conversation to the Canadian public, for them to be in on the conversation that would normally be behind-the-scenes,” Boucher said.

To promote Eyeoncanada.com, 30-second PSA spots were aired twice during Sunday’s Canadian Screen Awards broadcast gala on CBC. The ads will also air on other Canadian broadcasters, Boucher said. In addition, the site will be promoted via digital ad buys and through the existing networks of Telefilm, the CMPA and the CMF.

The target demo of the website includes people in their late 20s to late 30s, Bouchard said. Research conducted by the organizations prior to the launch of the site showed this age demo is most interested in accessing behind-the-scenes content, Bouchard said, with the split fairly even between women and men, and those living in rural and urban areas.

“I think that really is the measure (of success) for us is how we can get Canadians to use and come back to this website, and if we do succeed in doing that we know that we have sparked that interest that we’re looking for,” Bouchard said.