Yoopa an instant success!

Montreal, May 14, 2010 - Yoopa is seeking the collaboration of children and their parents. On Friday May 14, Yoopa will air an online episode of Théo, the brainchild of TVA Création and TVA Productions and the channel's flagship TV show. Kids both young and old are invited to watch Théo and post their comments on the channel's temporary website, yoopa.ca. Committed to building a brand that garners the respect and support of parents, Yoopa is hoping to receive a lot of constructive feedback that they can use to make improvements and adjustments to the show. Théo, which will count 65 episodes in its first season, will premiere May 31 on Yoopa.

The magazine

Today is also the day that the second issue of Yoopa magazine hits newsstands. When the first issue came out, the demand was overwhelming; the 25,000 copies released on April 1 were sold in a matter of a few days. More than 5,000 copies were reprinted to meet the significant demand. Subscriptions also increased by 30% in just a few weeks. The second issue will have a print run of 35,000 and be priced at $4.99.

The TV channel

Since its launch, Yoopa's market share among 2 to 6 year-olds has been 5.1% between 6 a.m. and 10 p.m. Yoopa aims to promote its brand to young, peak-time viewers. For example, among 2 to 6 year-olds, Yoopa's market share reaches 8.8% from Monday to Friday, between 6 a.m. and 9 a.m. This market share climbs to 12% on Saturdays and Sundays between 9 a.m. and 1 p.m. Yoopa's market share among a larger audience - 2 to 11 year-olds - reaches 5% from Monday to Friday and 10.9% on Saturdays and Sundays.

When summer begins, 75% of digital households inQuébec - and this includes Videotron, Shaw Direct and Cogeco subscribers - will be able to tune in to Yoopa.

Denis Dubois, the Vice-President of Specialty Channels at Groupe TVA, and the entire Yoopa team are delighted with the response they've gotten so far from kids and their parents. "We're really happy with the enthusiastic response that Yoopa is generating. We're honoured that parents have recognized our family-friendly efforts; we offer engaging and educational programming, as well as a magazine that addresses their parental concerns. With such a successful beginning under our belt, we're confident that we'll surpass what we've already accomplished. It's the beginning of a great adventure!"

A soon-to-be interactive website

The Yoopa portal will be coming online on June 1. It will consist of two websites in one, with exclusive content that reaches out to two totally different audiences - children and parents. For the latter group, the website will be an online community, resource centre and forum for discussion, where parents can share their experiences and answer each other's questions.

Source: BBM audiometric data, survey of French viewers in Québec from April 1 to May 9, 2010.

- 30 -

Contact:
Service de presse - Press and media service
Groupe TVA
514.598.6335