Youth Media Alliance (YMA)

What Youth Media Alliance (YMA) does

Youth Media Alliance (YMA), operating in French as Alliance Médias Jeunesse (AMJ), is a Canadian national non-profit industry association founded in 1974 (originally as the Children's Broadcast Institute) and headquartered in Montreal, with a secondary presence in Toronto. Its mission is to enrich the lives of Canadian children and adolescents by promoting high-quality content across television, series, films, internet, podcasts, and interactive games. YMA serves a membership of 160 organizations and individuals — comprising 82 broadcasters and production companies (CBC/Radio-Canada, TVO, Knowledge Network, APTN, TVOKids, WildBrain, 9 Story Media Group, Sinking Ship Entertainment, Spin Master, and others) and 78 individual professionals — and operates within a sector that employs more than 33,500 professionals in Canada.

The organization's core products are programs rather than software: the annual Awards of Excellence (Prix d'excellence) gala recognizing Canadian youth productions; the annual Children, Youth & Media Conference in Toronto; the upcoming Kids International Media Summit – Canada (KIMS) international market event scheduled for February 2027; quarterly A Toast to YOUth networking evenings in Montreal and Toronto; two scholarship programs (Steven DeNure 12-week paid internship and Andra Sheffer student scholarship, each valued at approximately $9,000 CAD); bilingual eInfolettres newsletters; a member directory; and DEI-focused initiatives such as the BIG UP KIDS Incubator with Black Women Film & Media Canada.

YMA's business model is a non-profit mix of recurring annual membership fees from broadcasters, production companies, and individuals; one-time conference and summit registration fees (e.g., $299 for member conference tickets, $399 non-member, $145 student); corporate sponsorships underwriting the Awards of Excellence gala and scholarship programs; and donations from financial partners including Canada Media Fund, Telefilm Canada, and Shaw Rocket Fund supporters. Revenue figures are not publicly disclosed. Governance is by a Board of Directors with Co-Presidents Athena Georgaklis and Maria Kennedy and General Director France A. Martin.

Name

Youth Media Alliance (YMA)

Legal name

Alliance Médias Jeunesse (AMJ)

Website

https://ymamj.org

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

1–10 employees

Short description

Youth Media Alliance (Alliance Médias Jeunesse) is a Canadian non-profit association founded in 1974 that promotes quality media content for children and youth, serving 160 member broadcasters, production companies, and professionals through awards, scholarships, conferences, and networking events.

Ownership category

akta.pro rank

Product category

Children's media industry association

NAICS

Business Associations (813910)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Children’s & Family Broadcast Networks (MPABAAAD)

akta.pro secondary industry

Workshops, Webinars & Live Masterclasses (MPACALAD)

Keywords

• Children's media association
• Youth content awards
• Media scholarship programs
• Industry networking events
• Youth media advocacy

Headquarters

HQ city

Montreal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Membership Fees: Annual membership fees from broadcasters, production companies, and individual professionals in the youth media industry
2. Event Revenue: Conference registration fees and event sponsorship revenue from annual Children Youth & Media Conference and Awards of Excellence gala
3. Sponsorships and Donations: Financial support from industry sponsors, corporate partners, and individual donations to support scholarships and organizational activities

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

YMA is a Canadian non-profit industry association that promotes quality content for children and youth across all audiovisual platforms through awards, scholarships, annual conferences, networking events, and advocacy. Its core sellable offerings include the annual Awards of Excellence gala, the Steven DeNure paid internship scholarship and Andra Sheffer student scholarship, the Children Youth & Media Conference, the Kids International Media Summit - Canada (KIMS) deal-making market, and the quarterly A Toast to YOUth networking series, all supported by a membership program serving 160 industry members.

Product overview

Youth Media Alliance (YMA) is a Canadian national non-profit organization dedicated to promoting quality content for children and youth across all audiovisual media platforms. Rather than a technology product company, YMA operates as an industry association providing advocacy, professional development, and recognition programs. The core offerings include the annual Awards of Excellence (Prix d'excellence) recognizing Canadian youth productions; scholarship programs (Steven DeNure internship scholarship and Andra Sheffer scholarship) supporting emerging talent; the annual Children, Youth & Media Conference in Toronto; the Kids International Media Summit (KIMS) for industry deal-making; quarterly A Toast to YOUth networking events; eInfolettres newsletters; and a member directory. These programs work together to advance YMA's mission of improving youth media quality, supporting industry professionals, and ensuring Canadian children have access to enriching content.

Differentiator

Problem solved

Functional benefit

Products and services

• Awards of Excellence (Prix d'excellence) Annual awards program recognizing the best Canadian youth media productions in both French and English, spanning categories for animation, live-action, gaming, and digital content for children and youth. Targeted at Canadian broadcasters and production companies creating youth content.
• Steven DeNure Scholarship (Internship Program) Paid 12-week internship program placing students and emerging producers with Canadian production companies, studios, or broadcasters working in children's content. Total remuneration of $9,000 ($4,500 from YMA plus $4,500 matched by the host mentor company). Targeted at Canadian students pursuing careers in children's television or digital media.
• Andra Sheffer Scholarship Scholarship for Canadian university and college students pursuing careers in children's television or digital media, providing $4,000 CAD for travel plus conference registrations (Kidscreen Summit and Banff World Media Festival) with year-round mentorship. Total value approximately $9,000 CAD.
• Children, Youth & Media Conference Annual flagship conference bringing together youth media professionals for panels, workshops, and networking. Held in Toronto with registration tiers for members ($299), non-members ($399), students ($145) and last-minute undergraduate passes ($60). Addresses industry trends including AI, audience generations, platform discoverability and Indigenous storytelling.
• Kids International Media Summit - Canada (KIMS / SIMJ) Annual international youth media market event (Sommet International Médias Jeunesse – Canada) bringing together broadcasters, producers, and buyers for deal-making and industry content. Targeted at Canadian and international youth media buyers and producers.
• A Toast to YOUth Networking Events Quarterly 5 à 7 cocktail-style networking evenings held in Montreal and Toronto, providing informal professional connection opportunities for YMA members and youth media industry professionals.
• eInfolettres (eNewsletters) Digital newsletter publications (bilingual EN/FR) keeping members and subscribers informed about industry news, YMA activities, funding opportunities, and youth media sector developments.
• Member Directory Searchable online directory of YMA member organizations including broadcasters, production companies, and studios active in Canadian youth media content.
• Awards of Excellence Gala Annual in-person gala event recognizing outstanding achievements in Canadian youth media production, featuring industry tributes and award presentations.

Quantifiable outcome

• 18 awards and 1 tribute presented at 2025 Awards of Excellence Gala
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• CBC/Radio-CanadacoreGTM or Marketing Partner · 19 November 2025CBC/Radio-Canada serves as venue host for YMA's annual conference at the Glenn Gould Studio in Toronto. The partnership includes promotional support and collaboration on youth media initiatives.
• Little Engine Moving PicturesminorGTM or Marketing Partner · 2 September 2025Little Engine Moving Pictures presents the 'A Toast to Youth' networking event series, a brand-new 5@7 format for YMA members to connect with industry professionals in Montreal and Toronto.
• MediaSmarts (HabiloMédias)coreStrategic or Co-development Partner · 26 August 2025YMA collaborates with MediaSmarts, Canada's centre for digital media literacy, for Media Literacy Week 2025 (October 27-31, marking its 20th anniversary). The partnership aims to promote digital media literacy and empower young audiences with critical thinking skills for navigating digital spaces.
• Black Women Film & Media Canada (BWFM)coreStrategic or Co-development Partner · 1 August 2025YMA supports the BIG UP KIDS INCUBATOR & INTERNATIONAL PRODUCER RESIDENCY created in partnership with BWFM, Canadian Media Fund, and Telefilm Canada. This program supports Black women producers developing children's and family content, addressing historical underrepresentation.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Banff World Media Festival: Annual Canadian international media industry event focused on content development, co-production, and deal-making. Comparable as a Canadian industry event that overlaps with YMA's KIMS conference in audience (broadcasters, producers, content executives) and sponsor base, and is a partner in YMA's Andra Sheffer Scholarship.

Broad incumbents

• PBS Kids: US public broadcaster's children's programming arm and a leading non-commercial children's content provider. Comparable to YMA's member constituency in mandate and audience (delivering high-quality educational children's content), but operates as a major broadcaster rather than an industry association.
• BBC Children's: UK public broadcaster's children's content division and a global leader in children's programming. Comparable to YMA's members in mission and audience reach (delivering quality public-service children's content), but operates at vastly larger scale as a public broadcaster rather than as an industry association.

Direct peers

• Kidscreen: Trade publication and events business covering the global children's media industry. Comparable to YMA because it serves the same buyer community (broadcasters, producers, distributors of kids' content), runs flagship industry events (Kidscreen Summit) that overlap with YMA's conferences, and recognizes excellence in children's content (Kidscreen Awards).
• Shaw Rocket Fund: Canadian fund dedicated exclusively to youth content in both French and English. Highly comparable to YMA in mission (championing Canadian youth media) and constituency (Canadian broadcasters and producers), but operates as a funding vehicle rather than a membership association; YMA actively advocates for Shaw Rocket Fund preservation.
• Prix Jeunesse International: Munich-based international foundation promoting quality children's television through awards, training, and exchange programs. Directly comparable to YMA as a non-profit industry body dedicated to improving children's media; YMA explicitly facilitates Canadian participation in Prix Jeunesse.
• Children's Media Foundation (UK): UK non-profit advocating for high-quality content for children. Closest international analogue to YMA: a membership-driven advocacy body promoting children's media quality and serving overlapping broadcaster and producer constituencies, but focused on the UK market.

Others

• Canada Media Fund: Canada's main content funding agency for television and digital media. Comparable as a key Canadian content ecosystem participant and financial partner that supports many of the same broadcasters and producers as YMA, including co-funding YMA's BIG UP KIDS incubator program.
• Telefilm Canada: Federal cultural agency financing Canadian film and television including children's content. Comparable as a Canadian content funder and partner of YMA (co-funding BIG UP KIDS, commissioning content analyses that YMA disseminates), but operates as a federal agency rather than a membership association.

Regional players

• Australian Children's Television Foundation (ACTF): Australian non-profit that develops, produces, and distributes children's television and operates education programs. Similar mandate to YMA in advocating for and producing quality children's content, but focused on the Australian market and serving primarily as a producer rather than a pure membership association.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/YMAMJ
• Facebookfacebook.com/ymamj
• LinkedInlinkedin.com/company/alliancem%C3%A9diajeunesse/?viewAsMember=true
• Instagraminstagram.com/ymamj

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Youth Media Alliance (YMA)