Canada’s public broadcaster is targeting young people with a new initiative that encourages them to “lose the tube,” canada.com has learned.
The CBC is touting its new Web site as the country’s first online, on demand, video magazine for youth.
It’s “a new way to get the information that’s important to you,” according to an internal summary of the site. The CBC registered the domain name Y-fi.ca on Dec. 11.
The corporation hopes the site will become “Canada’s source for youth lifestyle information” and plans to include information on entertainment, gaming, animation, fashion, music, sports, gadgets, health, school and jobs.
Instead of being populated with articles, Y-fi.ca will offer digital video clips of no more than five minutes provided by correspondents all over the country. Allie Dixon, formerly of CBC’s youth consumer series Street Cents, will host the programming.
Dixon graduated from the journalism program at University of King’s College in 2003 and has a B.A. in anthropology from St. Mary’s University.