YTV is a Canadian cable television network aimed at young people up to the age of 18. Since its launch in September 1988, YTV has proven remarkably successful, far surpassing even its most optimistic economic and audience projections. An important part of YTV's success is predicated upon its ownership structure. Although investors include numerous producers with a long-standing commitment to children's television, over 50% of YTV is owned by just two cable firms, CUC Ltd. and Rogers Communications, the latter being Canada's largest cable operator. Their financial interest has helped make YTV available in the over 85% cabled homes in Canada. This high rate of cable penetration has in turn made YTV an attractive advertising vehicle for products and services aimed at a youth demographic.

Additionally, YTV has been able to insert itself into a traditional area of Canadian programming strength. Canadian production companies have long excelled at children's and young people's programming for three main reasons: (a) children's programming was relatively inexpensive, (b) it could easily be exported, and (c) it tended to be neglected by more powerful American production companies. As a result, YTV has been able to draw upon a considerable catalogue of Canadian children's programming and to provide opportunities for the expansion of this traditional expertise.

Finally, YTV has proven very successful in attracting its target audience. It engages in extensive polling of young people to determine their aspirations and concerns, buying patterns, political views, and to spot trends. As a result, YTV has crafted a schedule which mixes old, familiar shows with new, highly-targeted programs. YTV has therefore very rapidly emerged not only as a leading showcase but also an important producer of children's programming. It has produced or co-produced such shows as Maniac Mansion, The Adventures of the Black Stallion, Deke Wilson's Mini-Mysteries, and StreeNOISE, some of which have received wide international distribution. Indeed, YTV regularly exceeds its Canadian content production requirements by very wide margins.

YTV has also emerged as a socially conscious broadcaster which contributes to numerous charities and fund raisers (Children's Wish Foundation, Muscular Dystrophy, Kids Help Phone, etc.) and which provides educational grants. In its few years, YTV has already received several national and international awards for excellence in programming, for promoting international human rights, for aiding the cause of literacy, and for work in other areas of social concern.

Ironically, YTV's greatest problems have come not from the marketplace or from viewers but from the Canadian Radio-Television and Telecommunication Commission (CRTC). In its concern that YTV not appeal to audience members or age groups beyond its mandated audience, and thereby threaten the market of established broadcasters, the CRTC instituted the "protagonist clause" also known as the "Little Joe" rule. This clause requires that 100% of YTV's drama programming broadcast in the evening feature "a major protagonist that is a child, youth under the age of 18 years, puppet, animated character or creature of the animal kingdom."

The clause acquired its nickname when YTV discovered that Little Joe, a main character of Bonanza which it had purchased to strip in prime time, actually celebrated his 19th birthday in one of the early episodes. The CRTC ordered Bonanza off the air and YTV has since lobbied to have the clause removed or altered.

YTV complains that the protagonist clause prevents it from showing material which legitimately appeals to its target audience--characters such as Superman, Batman, and Robin Hood, who are all well over 18--hockey superstar Wayne Gretzky, works of classic literature such as Great Expectations in which the hero starts as a child but grows past 18, the life-stories of most musical groups, and so on. YTV adds that it is difficult to co-produce or sell internationally if a major protagonist must be "a puppet, animated character or creature of the animal kingdom."

YTV's efforts met with some success when the CRTC amended the protagonist clause in 1992 to include comic book characters, folk and superheroes, and classical or historical heroes. Nonetheless, YTV has generally managed to reach a loyal audience, to produce hundreds of hours of original content, and to ensure its financial success while also meeting public service and social responsibility objectives.

-Paul Attallah