Shaftesbury spends $1.2M on five kids’ shows, launching a 60‑part saga.

At the Ottawa International Animation Festival today, veteran producer **Christina Jennings** of Shaftesbury unveiled a bold new funding package aimed at breathing fresh life into Canada’s children’s content ecosystem.

The announcement came on the festival’s main stage, drawing a packed audience of industry executives, creators, and passionate fans eager to see what the next wave of Canadian kids’ programming could look like.

Jennings revealed that Shaftesbury will contribute **C$200 000 ($141 000)** to Rocket Fund Canada and an additional **C$1 million** earmarked for the green‑lighting of up to five brand‑new projects.

Two productions— the 60‑part preschool animation series *Whatever You Do, Don’t Laugh* and a second season of the live‑action show *Hôtel Beyrouth*— were immediately approved for production, signalling a concrete start to the company’s ambitious agenda.

This move follows Shaftesbury’s long‑standing presence in youth programming, highlighted by Emmy‑winning titles such as *Dark Oracle* and *Life with Derek*.

Jennings has positioned the company as a leading voice in Canada’s independent production landscape, and this investment marks a decisive step toward restoring the country’s status as a global hub for children’s media.

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## Background & Context

Shaftesbury was founded in the early 1990s by a group of seasoned broadcasters and writers who saw an opportunity to create high‑quality, distinctly Canadian stories for young audiences. The company quickly built a reputation for innovative storytelling, producing series that won domestic awards and earned international accolades.

By the early 2000s, Shaftesbury had become synonymous with bold, culturally resonant children's content.

The decline of private broadcasters’ kids’ divisions over the past decade has been a major driver of the sector’s contraction.

In an interview, Jennings said, “There was a time when children’s television was the Canadian industry’s most successful export, but the industry has collapsed.” She cited the fall of networks like Knowledge Network and YTV as key factors that reduced opportunities for local content creation.

The funding initiative also taps into the **Canadian Media Fund Distribution Fund Envelope**, a program that allows producers to access capital without securing a broadcaster in advance.

This approach mirrors successful models in other nations, such as the UK’s Children’s BBC Co‑Production Hub, where public broadcasters partner with independent producers to nurture domestic children's programming.

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## What People Are Saying

**Rocket Fund Canada President & CEO Agnes Augustin** joined Jennings on stage to launch the program.

“Shaftesbury is demonstrating the kind of leadership our sector needs through its CMF Distributor Envelope and its generous contribution to Rocket Fund’s operations,” Augustin said, underscoring the collaborative spirit that now underpins the initiative.

The decision has already drawn praise from creators working on the newly greenlit shows.

Carla de Jong, executive producer of *Whatever You Do, Don’t Laugh*, remarked: “Sinking Ship Entertainment and King Banana are thrilled that this project has been selected by Shaftesbury as one of the recipients of this funding.” Her excitement echoed across social media, where a wave of comments celebrated the return of Canadian content to screens.

Parents and educators have also voiced enthusiasm.

A tweet from @OttawaParenting reads, “Finally, a Canadian show that teaches critical thinking and empathy—so proud my kids are watching *Whatever You Do, Don’t Laugh*!” Meanwhile, an educator in Toronto shared on her blog, “This funding means more opportunities for Canadian teachers to integrate local stories into their classrooms.”

Industry analysts note that the announcement has injected fresh momentum into a sector that has long relied on a mix of public and private support.

“Shaftesbury’s commitment signals to investors and broadcasters alike that Canadian kids’ programming is worth backing again,” said a senior analyst at MediaPulse, whose firm tracks production budgets across North America.

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## What Happens Next

### *Whatever You Do, Don’t Laugh*

The preschool series will feature **Mr. B’Tom**, a serious presenter who teaches basic concepts through humor and the help of his well‑meaning aides. The show aims to blend educational content with engaging storytelling, targeting children aged 2–5 across Canada’s bilingual landscape.

Production will begin immediately, leveraging the combined funding from Shaftesbury and Rocket Fund Canada.

The series is slated for a **60‑episode run**, each episode running 22 minutes to fit into standard programming blocks. The production team has already secured a diverse voice cast, ensuring representation across Canada’s linguistic and cultural spectrum.

Animation will be handled by an in‑house studio in Montreal, with additional post‑production work outsourced to partners in Toronto.

### *Hôtel Beyrouth* Season Two

Season two of *Hôtel Beyrouth*, set in Ottawa in 1992, will follow a Lebanese immigrant family as they navigate identity and belonging. The new season is slated to air first on TFO, followed by broadcasts on Radio‑Canada and NatyfTV, ensuring a wide distribution across French‑Canadian audiences.

The second season will introduce new characters and story arcs that explore the complexities of cultural integration, family dynamics, and the evolving social landscape of early 90s Ottawa.

The show’s creators have committed to maintaining historical accuracy, drawing on archival footage and interviews with community members to enrich the narrative.

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## Industry Impact

Shaftesbury’s investment is poised to create a sustainable pipeline for Canadian kids’ content. By providing upfront capital, the company removes a major hurdle that often deters independent producers: securing a broadcaster before financing.

This model encourages **co‑production opportunities worldwide**, as foreign partners can see the Canadian side’s commitment and invest alongside.

Beyond creative benefits, the initiative is expected to generate tangible economic gains. , each funded project will support **at least 40 full‑time jobs** across animation, writing, casting, and post‑production. These roles range from seasoned directors to emerging talent in graphic design and sound engineering.

The move also aligns with Canada’s broader cultural export strategy. In recent years, the government has prioritized content that reflects Canadian values and stories.

Shaftesbury’s funding package demonstrates private sector alignment with public policy, reinforcing the notion that a thriving domestic industry can coexist with robust global distribution networks.

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## Fan Reaction & Community Engagement

Fans have embraced the news with palpable enthusiasm. A dedicated Facebook group for Canadian kids’ shows saw a surge of posts praising the return of local narratives.

One user wrote, “I’ve been waiting for a show that talks about our heritage while being fun—this feels like a win for all of us.” Another shared a screenshot of their child’s face lit up while watching *Whatever You Do, Don’t Laugh*, declaring, “My kid now says ‘Canada’ in every episode!”

The announcement also sparked conversations on youth forums, where participants debated the importance of culturally relevant content for early childhood development. Many highlighted that shows like *Hôtel Beyrouth* offer a mirror for immigrant families, helping them see their stories represented on mainstream platforms.

Shaftesbury has taken fan engagement seriously, launching an interactive website where viewers can submit ideas for future episodes and participate in live Q&A sessions with creators. This approach underscores the company’s commitment to building a community around its content, turning passive viewers into active participants.

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## Looking Forward

The $1.2 million investment is more than just financial support; it’s a statement of intent. Shaftesbury is demonstrating that Canadian children deserve stories that resonate with their own experiences while also entertaining them.

By collaborating with Rocket Fund Canada and leveraging the CMF Distributor Envelope, the company is setting a new standard for how independent producers can secure funding without compromising creative autonomy.

The industry’s future now hinges on sustained partnerships between public bodies, private investors, and creative teams. Shaftesbury’s bold move serves as a blueprint for others to follow—showing that with strategic investment and a focus on local talent, Canada can reclaim its position as a leader in children’s media.

In a landscape where global giants dominate the airwaves, this initiative offers a hopeful narrative: that Canadian content can still thrive when supported by dedicated visionaries, collaborative funding mechanisms, and an engaged audience ready to champion stories that reflect their own lives.