The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports.It seems like all players in the broadcast industry want a bigger piece of the pie: more subsidies, more vertical integration, more ownership of programming, more control over interactive rights, and more support from government policies. The Canadian Association of Broadcasters (CAB) is putting a new spin on private broadcasters’ need to take a bigger bite out of the broadcast pie. For decades, broadcasters have argued that the major challenge of Canadian broadcasting, at least in English-Canada, has been ensuring a Canadian voice in the shadow of high-quality, popular U.S. programming. Incentives, regulations, and government funding were needed, they said, to ensure the Canadian voice did not lose its place at the table.  Today, the message is virtually the same but with a new sense of urgency. But now, the CAB argues that incentives, funding, and policy changes in support of Canadian programming are needed because American programming may not be available to Canadian broadcasters in the future. Outgoing CAB president/CEO Michael McCabe said this week that the current model whereby Canadian broadcasters make money by selling advertising during prime time U.S. shows and use it to cross-subsidize money-losing Canadian content will not work in the digital era. He predicted that in ten years, there may be no need for U.S. broadcasters to sell their programming to Canadian broadcasters because they could offer it directly to consumers via the Internet. Therefore, McCabe says Canadian broadcasters need to own their Canadian programming so they can run it across multiple platforms and export it overseas to generate revenues. Broadcasters, he said, should be able to produce, own, and distribute their own Canadian programming – made possible in part by government funding, tax credits and protectionist policies. And why not? Cablecos have branched into broadcasting with specialty channels, and companies like Alliance Atlantis, which started out in production, are now broadcasters. Why shouldn’t broadcasters also be able to vertically integrate? Hopefully, though, television viewers and taxpayers will not be left with an empty plate as distributors, programmers and broadcasters integrate and get fatter off the broadcast pie.