YTV LAUNCHES TEEN PROGRAMMING BLOCK
By Adnews Staff
Toronto-based youth network YTV is supporting the launch of a new programming block called "Limbo" with a new look both on-air and off. Limbo is targeting the network's teen audience Monday to Friday from 9:00 p.m. to 10:30 p.m. The programming block was named to reflect a teenager's stage in life between childhood and adulthood. To position the block apart from the rest of the network, YTV will shift from its "weird" on-air look at 9:00 p.m. to Limbo's on-air look with a new logo, color design and attitude. The network's in-house creative team has produced nine on-air promos and five 30-second branding spots to communicate the change in programming and YTV's ad agency, The Adlib Group of Toronto, has created three national 30-second radio spots that promote three different series appearing in time slot. Advertising begins today in conjunction with the launch of "Limbo" and runs until the end of November. The tagline is "Welcome to no where in particular." Transit ads running in bus shelters throughout October will also target teens in major centres on their way to school, the mall or when meeting with friends. A new online presence at <http://www.limbo-tv.com> has also been created that mirrors the on-air look.