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YTV, Kids Internet Safety Alliance begin joint promotion

Corus Entertainment has begun a joint online initiative with the Kids Internet Safety Alliance to promote safe Internet use to children. The initiative consists of a service called Surf Smart which has been built into's online game Sitekick. Users of the game can collect avatars called Chips to learn about online safety. "Online safety is a very important issue to us, and summer is a perfect time to launch this campaign, as Sitekick gets a lot of extra traffic at this time of year," said Lucie Lalumiere, interactive and television general manager at Corus Entertainment. "The key for us is to incorporate these messages in a way that will capture kids' interest. By integrating safety tips into a game, we've created an initiative that is both entertaining and helpful for kids."

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