Grace eschews same-old fare to plumb new genres for older-skewing hits

When Janie Grace stepped into the role of CiTV controller in September 2000, she quickly identified a crucial targeting weakness that needed immediate attention. Research suggested that the CiTV weekday output was only delivering to kids nine and under, and in this, Grace saw a flawed strategy. 'I have always believed in serving the total kid demographic,' says Grace, who defines that demo as kids ages four to 15. 'Why only go after half the audience in fragmenting times?' So since taking the reins, Grace has dedicated herself wholeheartedly to broadening the channel's youth audience by going after older kids.
By
November 1, 2001

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