Canadian Cable Television Association (An edited excerpt of her Sept. 23 speech to the Canadian Human Resources Council conference in Hull QC.) The theme of my remarks – The Integration of Culture and Commerce – is taken from the title of a policy paper the cable industry issued in April, and which has been the basis for discussions with government, regulators and other industries. It’s a proposal for change. Changes in public policy and in the way we treat culture, commerce and technology as separate domains. The research, consultation and reflection that went into developing the E-TV report convinced us that to be successful, Canadian enterprises must continue to integrate infrastructure with creative and commercial skills to develop intellectual property online, deliver local content and global applications that encourage consumers to stick to Canadian portals and attract business from outside our borders. While the convergence of culture, commerce and information technology is a prerequisite for economic growth; there are as many challenges as opportunities. For policy-makers, the challenges include moving from managing markets to creating incentives to innovate and invest; realizing that consumers are being empowered in a way that undermines the ability of national licensing authorities to restrict choice or protect markets; and, realizing that content, including music, movies, radio and television programming, will be accessible to Canadians from servers located anywhere in the world. Distributors, producers and broadcasters also face immense challenges including: a global market for Internet rights; interactive networks that allow consumers to bypass traditional gatekeepers; and, new technology like personal video recorders and set-top boxes that allow time shifting and commercial deletion. On the flip side are enormous opportunities. For anyone working in the cultural sector, the future has never looked brighter. Canada has the resources to produce a broad range of content suited to both traditional and new media formats. It has the infrastructure to distribute this content to a growing audience in Canada and globally. And, for the first time, technology permits producers of new media and e-commerce products in Canada to serve highly targeted audiences around the world. I believe the goal in developing human resources public policy for this new environment has to be to ensure Canadians have the training programs and opportunities they need to be leaders in creating cultural products for the new digital world. I would recommend a strong focus on new media, because it’s no longer a matter of only producing a traditional television show. It’s about building interactivity, access to Internet sites, and e-commerce capabilities into the programming. It’s about creating cultural products that consumers can access using whatever platform they choose – their television set, their computer, or some new device still on the drawing board. Changes in public policy affecting the funding for development of Canadian content would also help to meet this objective. For example, we need to ensure that money flows into the production sector to allow people in the television and film industries to produce programming for the new HDTV format. And since e-commerce will drive the new economy, there is a need to put resources into developing expertise in that area. At the same time, creators of new media content should be able to access some of the production funding now available to traditional media. Overall, governments and the private sector should co-coordinate their efforts to encourage the development of all kinds of new, attractive Canadian content and services. That will be our best bet for putting Canadian content at the forefront in the new communications world, for keeping our talent working here in Canada, and competing with the best around the world from a strong home base.