January 6, 2011

NEWS / AWARDS: Youth Media Alliance Launches 2011 Awards of Excellence

Youth Media Alliance announces the launch of its English-language Awards of Excellence. For more than 35 years, Youth Media Alliance has been recognizing the importance of quality television and interactive contents for Canadian kids. At its annual Awards of Excellence gala, YMA celebrates the outstanding achievements that have made Canada a world leader in the production and delivery of screen-based contents for young viewers.

The competition is open to all Canadian-made, youth-oriented productions originally broadcast or released online in English between January 1, 2009, and December 31, 2010. Programs and interactive content must be submitted by no later than Monday, February 21, 2011, at 5 p.m.

A total of 15 awards will be handed out, including the grand prize for the most outstanding television production in the past two years, along with the prestigious awards for emerging talent and lifetime achievement. This past November, YMA announced that it was changing its name and mission to better monitor the quality of all screen-based productions intended for Canadian children and teens. YMA has been recognizing original cross-platform content tied to a children's television program since 2005. But this year we're proud to announce a new interactive award: Best Original Interactive Content, which includes any Web and/or mobile content not tied to a kids' TV show. Although we'll continue to present the award for best convergent interactive content, we thought it made sense to create this new recognition to better serve our revised mission as well as more accurately reflect what our youngsters experience through the various screen-based media they use every day.

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