If it ever was at one time, the Itsy Bitsy Entertainment Co. is certainly not going to be itsy bitsy for long.

Unleashing a show like Teletubbies on North America has a habit of doing things for your company. Good things.

"We had doors flinging open. It's been a very exciting time," says Joan Lambur, Itsy Bitsy's president of on-screen entertainment, television.

"We've had the opportunity and the privilege to work with some of the top creators in the world."

Beginning next week, Teletubbies will be seen weekdays at 8:30 a.m. on N and O; 9:30 a.m., 3:30 p.m. and 6:30 p.m. on R, and additionally at 3 p.m. on N.

After the British show caught on with toddlers in North America, Itsy Bitsy was inundated with children's television producers hoping to be an encore for the series and accompanying merchandising campaign.

"We turned down, I don't know, thousands of shows," Lambur says.

But not all. Itsy Bitsy unearthed not only one promising program from Europe, but four.

"What we found were several shows. We were able to enter into agreements or partnerships and what resulted is It's Itsy Bitsy Time!"

It's Itsy Bitsy Time!, debuting Monday, mixes four series into hour-long blocks on R weekdays at 8 a.m., 2 p.m. and 5 p.m.

"In Europe, they do not run half-hour programs for children as a rule. Teletubbies was an exception," Lambur says.

"Very often in the U.K., you'll see shows running between eight and 12 minutes. Some are 15. The BBC, for instance, or any of the major networks in the U.K. run shows around that duration."

The Animal Shelf, Tom and Vicky, 64 Zoo Lane and Charley and Mimmo are the animated series which comprise It's Itsy Bitsy Time!

Zoo Lane and Charley are traditional 2D cartoons while Tom and Animal Shelf are both model animation.

"Those shows are very high end -- extremely expensive to produce. On a good production day, if they film 60 seconds, they're happy. That's how labourious it is, how painstaking the detail."

Zoo Lane, the adventures of a young girl and her animal neighbours, is actually making its debut here before overseas.

Charley is taken from T'Choupi, a popular book series in France. Shelf is also based on a series of children's books.

Shorter cartoons, craft segments and more fill out the program.

"In some respects, it's one of the first variety shows for kids. That's how we look at it," Lambur says.

Just as the voice trumpets let toddlers know when it's time for Teletubbies, Itsy Bitsy Time will be signalled by the appearance of a blue and white carnival tent.

"The minute that music starts up and that tent appears, we want the kid to be able to go on a great journey of fun and laughs," Lambur says.

"We've tried to create a place for the kids and, just as importantly, for the caregiver where they can be entertained and where they can feel safe."

Even though Itsy Bitsy Time is aimed at children a little older than the average Teletubbies fan, both series share a common trait in that they fit Treehouse TV's "worry-free TV" vision.

"We feel really positive about the two companies and their philosophies," Lambur says.

"Their mandate is pretty much identical to our mandate. Providing a safe haven for the youngest of children."