The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports. Salter Street Films has taken an unusual step in consolidating its control of Salter New Media and transforming it into a business-to-business ecom shop. While other companies are shedding non-core properties, the Halifax film and television producer has re-committed itself to treading into the crowded online portal marketplace. No doubt the Canadian new media industry will wish them well, but there is a valuable lesson in Salter's marketplace travails for public policy makers. The Salter restructuring is indicative of a trend in digital content away from creative offerings, despite the promise of online possibilities for extending Canadian cultural content into the webscape. If one of Canada's most popular television shows (This Hour Has 22 Minutes) can't survive as an online entity, one wonders whether a raft of new digital specialty channels can survive on the web as anything more than gussied-up gift shops. The future for web-as-TV, following a television model of offering creative, artistic content in return for watching paid advertising, doesn't look bright. The role of government will prove crucial in the immediate-term in helping the new media industry offer content which doesn't ask for a credit card or deliver news that's stale a day after it's posted. Even more serious incentives are needed along the lines of those offered to the television industry to encourage the creation of relevant cultural programming for the ‘Net. Canadian drama, documentaries and comedy are as important as news and sports, but the online market for them is too immature to support it solely through advertising. The federal government must act by earmarking more funds for digital media, and heeding industry calls for changes to existing funding programs. Structural changes to both Telefilm Canada and the Canadian Television Fund could provide the solution that many in industry are anticipating.