CAB reinvents itself as the national voice for radio, TV, specialty/pay and online services

The Canadian Association of Broadcasters is poised to become the country’s main lobby voice for most forms of transmitted content, following its merger with the Specialty and Premium Television Association and its decision to allow new media companies to join its ranks. The CAB’s annual convention in Calgary earlier this month signaled a new beginning for an association that has been hampered by an "old media" image that failed to reflect its members migration into all forms of media. New media companies say they’re relieved that traditional broadcasters have finally decided to work more closely with their industry. "I think (some broadcasters) are confused with whether we are friends or foes," says Bill Sweetman, VP of Internet strategy and marketing services for the MultiMediator Strategy Group Inc (MMSG). "(But) I never thought I’d live to see the day when the interactive community would not only be invited to this conference, but also be welcomed and be active participants. It’s a wonderful thing," he adds. Sweetman worked with Chum Television’s CityTV before switching to multimedia. MMSG was hired by the CAB to liaise between the broadcasters and the new media community at the conference. As evidence of its new approach to interactive media, the CAB’s convention – entitled "on-air.on-line" – featured a program almost entirely devoted to the Internet, including its first of four annual forums dedicated to interactive media. Subsequent forums are scheduled for Toronto in February, Montreal in May and Ottawa in October. CAB executives say they will use the symposiums to consult with new media players on policy issues that take advantage of the convergence between broadcasting and the Internet. The Calgary forum focused on copyright, privacy, Internet advertising, and gatekeeping. At the association’s AGM, held during the conference, the CAB board also approved a motion that new media companies be allowed to join as associate members for an annual fee of $1,605. Membership is open to interactive media companies who are streaming over the web, Internet-based companies who offer goods and services related to Canadian interactive broadcasting efforts, and current members of the CAB. A week after new media membership applications were handed out at the Interactive forum, McCabe said there was no tally on how many had agreed to join. However, the CAB’s efforts seem to be paying off. The principals behind buyandsellitall.com say the tone of the Calgary convention has convinced them to join the association. Buyandsellitall.com were finalists at the conference’s Dot.com showdown which had five teams of multimedia companies pitching ideas to broadcasters for a $10,000 prize. Of the 427 delegates who attended the conference, more than 50 represented new media companies. MMSG president/CEO Adam Froman says "the jury is still out" as to whether their presence at the convention will result in more partnering between the sectors, but he is optimistic. "I think the CAB has gained a great deal of credibility in the Internet community and respect. They’ve made the effort to start the dialogue and include (new media players)," he says. With advertisers now beginning to allocate part of their budgets for online media, it’s not surprising that both the CAB and its traditional broadcast members are taking an increasing interest in the web. Many radio stations are already streamed over the Internet, and the arrival of new interactive digital specialty channels next year will create opportunities for new niche audiences and new revenue streams. "We are finding our way into this world," says CAB president/CEO Michael McCabe. "Increasingly there are going to be intersections between new media and broadcasting, and there are opportunities for both communities to grow." The opportunities are equally as attractive for interactive content developers. Radio and television stations have established audiences, brand awareness, and the ability to promote and drive viewers to web sites.

CAB reinvents itself as the national voice for radio, TV, specialty/pay and online services

Broadcast | November 23, 2000

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