Private broadcasters peg survival on blending of old and new media

Canadian broadcasters say they're prepared to migrate to digital content and transmissions, but say they need the federal government to help facilitate their access to foreign markets and offer better copyright protection for their content. The Canadian Association of Broadcasters (CAB) has detailed its strategic plan for the digital age in a new report entitled, Future Plan. "It is clear that we are entering an era in which technologies are multiplying choices, erasing borders, and putting pressure on the broadcasting value chain," the report says. "It is equally clear that there will also be pressure on public policy, as Canadian cultural policies will have to adapt to these emerging new realities." In its paper, the CAB calls for changes to the Copyright Act to protect broadcasters. Prompted by companies like iCraveTV, the association wants an amendment to the Act that would bar Internet broadcasters from being described as "retransmitters". The proposal rankles one legal expert. "It seems to me this is an attempt to change the basis of our law from being Canadian to being American," says Hudson Janisch, professor of communications law at the University of Toronto. "The Canadian approach has clearly been one of retransmission based on technological neutrality and to carve out an exception to retransmission with respect to the Internet is to run contrary to the whole intent and purpose of section 31 of the Copyright Act. It?s not an amendment; it would be to completely rewrite the underlying basis of the legislation." The document lists a dozen strategies that the CAB believes will assist the transition from conventional broadcasting to digital. The wish list includes such motherhood issues as "ensuring the success of small market broadcasters" and "maintaining strong support for broadcasting among decision-makers." But it also tackles some major problems and offers practical solutions. In order to facilitate revenue enhancement, the CAB vows to work closely with e-commerce companies and Industry Canada to position broadcasters as essential advertising partners for dot coms. The association also wants to develop plans to increase subscription income, expand into transactional revenues and promote cross-platform selling. Timing is vital, the group asserts, particularly when it comes to competing in international markets. The CAB wants to work with governments to resolve cultural trade issues so Canadian broadcasters can better compete internationally. "Technology and economics are likely to continue to create cultural trade issues, partly because they change the economics of the industry, and in the longterm, because technology will make borders meaningless," the report says. "Many Canadian media companies will want to be able to extend their brands across many platforms and into other markets, including the U.S." The CAB appears confident that its members will adapt to digital. It notes that Internet audio streaming is being added to protect radio's market, and in television it predicts the Internet will eventually become the preferred method of delivery. In advertising, dot com companies are expected to provide radio and TV stations with a short-term boost and a brand building opportunity in the longer run.

Private broadcasters peg survival on blending of old and new media

News | 04/06/2000 4:00 am EDT

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