CAB takes steps to narrow divide between broadcasters and new media companies

New media companies are cautiously optimistic that an offer for them to join the Canadian Association of Broadcasters will lead to new opportunities between the sometimes rival camps. In a move that could speed up rollout of interactive technologies, the CAB board of directors last week voted in favour of allowing web streaming companies and certain Internet retailers to become associate members of the organization. The announcement was made at the CAB’s conference in Calgary, which for the first time focused almost exclusively on interactivity. About 50 digital media companies attended the three-day show, titled "on-air.on-line", although many were skeptical of the association’s willingness to set aside past grievances. "What I think is interesting is finding out if the broadcasters see a need to partner," asks Bill Sweetman, VP of Internet strategy and marketing services at Toronto-based MultiMediator Strategy Group Inc (MMSG). "I think (broadcasters) are confused with whether we are friends or foes." MMSG was hired to liaise between the broadcasters and the multimedia community at the conference. MMSG president and CEO Adam Froman says the jury’s still out as to whether having multimedia delegates participating at the CAB’s convention will lead to more partnering between the sectors. "I think the CAB has gained a great deal of credibility in the Internet community and respect that they’ve made the effort to start the dialogue and include (new media players) in a community they would love to reach, but historically haven’t known how to approach," says Froman. Sweetman agrees. "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." Richard Birth, sales coordinator for WiredKingdom.com Inc, agrees it’s too soon to assess the impact of the conference: "The proof in the pudding will come in a couple weeks time when we follow up on the half dozen broadcasters who were really interested in our products and the other half dozen who wanted more information," he told Canadian NEW MEDIA. Toronto-based WiredKingdom, which featured a booth at the CAB’s inaugural online business exchange, provides online services such as content aggregation, and content distribution. But for Shaun McIver, general manager at Seattle-based Activate Corp, a company focusing on streaming media over the Internet, being at the convention provided a welcome opportunity to educate broadcasters. "(Broadcasters) need to become very aware of the technology that’s out there, how it’s going to impact their business, and how they can get involved right now." Benefits outweigh differences Despite the cultural differences between the two sectors, industry giants like CanWest Global, CTV and Chum can bring some attractive benefits to the table. Radio and television stations have established audiences, brand awareness, and the ability to promote and drive viewers to web sites. "The new media industry in Canada is younger. There are challenges in terms of finding partners and successful business models versus the broadcasting industry, which has been around several decades," says Sweetman. The CAB’s new associate membership is open to interactive media companies who stream over the web, and Internet-based companies who offer goods and services related to Canadian interactive broadcasting efforts. The annual membership fee is $1,605. The association has also begun hosting a series of interactive media forums. The first was held Nov. 14 in Calgary. Subsequent ones have been scheduled for Toronto in February, Montreal in May and Ottawa in October.

CAB takes steps to narrow divide between broadcasters and new media companies

News | 11/29/2000 5:00 am EST

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