The Alliance for Children and Television adopts a new name: Youth Media
Alliance

MONTREAL, Nov. 18 /CNW Telbec/ - The Alliance for Children and Television is expanding its base and changing its name to Youth Media Alliance (YMA). The association's chair Peter Moss made the announcement today in conjunction with the Média-Jeunes conference being held in Montreal until tomorrow. "This new name more clearly defines our current mission, at a time when we're working in various ways to improve the quality of screen-based content for Canadian children and teens. In a world where more and more content is being delivered on new platforms, especially for young people, Youth Media Alliance intends to continue focusing its efforts on all screen-based media," said Moss.

"Our association has been around for over 35 years and now represents over 100 television and new media professionals," said Caroline Fortier, the association's executive director. "By adopting this more inclusive name, Youth Media Alliance hopes to engage more new-media creators in its mission and allow them to actively contribute to the association's directions."

The Alliance's new name reflects the shift that the organization began about a dozen years ago, when its annual conference (known as Média-Jeunes since 2000) already incorporated a new-media component, given these platforms' growing influence with young audiences. Since then, the media revolution has completely transformed the way content is produced and delivered.

In this new media landscape, young people must continue having access to quality content. For the Alliance, this means screen-based productions that offer excellence in form and content, meet their target audience's needs and expectations, and comply with recognized production standards. The content of productions should be relevant and entertaining, stimulate the intellect and the imagination, and foster openness to others. It should accurately reflect the world in which young people grow up, while respecting their dignity and promoting learning.

Youth Media Alliance seeks to enrich the lives of Canadian children and teens by helping improve the quality of the content created for them on all screen-based media. The Alliance pursues its mission by presenting annual awards of excellence to the best productions targeting young English- and French-speaking Canadians. It offers ongoing training tailored to the special needs of youth production professionals and also conducts research investigating media's impact on young people. Finally, Youth Media Alliance lobbies governments to generate interest in all matters concerning screen-based content for young Canadians.

For further information:

Sylvie Lamy
514-597-6809
[email protected]