The Future of Canadian Content

For many years, the Canadian Radio and Telecommunications Commission (CRTC) has been trying to reinforce the importance of Canadian Content (CanCon) in media across the country. Every radio station, every TV broadcaster, and even cable companies were obliged to be loyal to content or channels produced in Canada. But with the emergence of Internet, TV and video-on-demand viewers now have much more power over the content than ever before. So the question then becomes: what do we do with the existing CanCon regulations?

For many years, the Canadian Radio and Telecommunications Commission (CRTC) has been trying to reinforce the importance of Canadian Content (CanCon) in media across the country. Every radio station, every TV broadcaster, and even cable companies were obliged to be loyal to content or channels produced in Canada. But with the emergence of Internet, TV and video-on-demand viewers now have much more power over the content than ever before.

So the question then becomes: what do we do with the existing CanCon regulations?

At this point, TV broadcasters, such as CTV or Global, are required to air 50 per cent Canadian content in prime time, and 55 per cent the rest of the time. While some argue that those regulations need to be changed, others call for their preservation. The CRTC has introduced a new approach to Canadian Content in which all major TV broadcasters would have to spend certain percentage of their revenue on Canadian Content.

While CTV seems to be in favour of such regulation, other broadcasting players and industry groups such as Shaw, Rogers, and Corus disagree. “Rogers submits that a case-by-case determination of each group's CPE [Canadian programming expenditures] obligation is the only fair and equitable way to proceed,” wrote Rogers in a submission to the CRTC.

The future of Canadian Content in Canadian media is now unclear. With American media content penetrating the media landscape in Canada and with the Internet being a serious threat to traditional TV broadcasters, the CRTC finds itself in a rather difficult position.

Read the official CRTC notice:
2010-952

Read more at:
The Wire Report - Shaw, Rogers, Corus oppose CTV proposal for common Cancon spending requirement
The Star - Digital Waterloo for Cancon rules?

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