CBC attacks private networks’ Canadian content performance during prime time

In stark contrast to the private broadcasters, the Canadian Broadcasting Corp. says the CRTC’s television policy is not delivering greater audiences to Canadian programming, and thus must be reviewed. In its reply submission to Canadian Heritage’s review of Canadian content in the 21st century, the public broadcaster calls for a re-examination of the commission’s television policy that was announced in 1999 (CCR, July 14/99). The CBC contends that the share of viewing to Canadian programs in peak viewing hours (7 p.m. – 11 p.m.) is not increasing in either the English- or French-language sector, primarily because it is not profitable for the private networks to schedule Canadian shows during those hours. The winter 2002 schedules of both CTV Inc. and Global Television Network are dominated by American programming, according to an examination by the CBC. Its analysis reveals that only one hour of Canadian programming of any kind was regularly scheduled in the evening viewing period on weekdays. A similar review of CTV and Global’s upcoming fall 2002 schedules demonstrates the "continuing plight of Canadian drama on the private broadcasters’ schedules," the CBC points out. Specifically, it says that of the more than 20 hours of regularly scheduled programming during peak viewing hours on weekdays, CTV has one and a half hours of Canadian programming, and no drama, and Global has two hours of Canadian shows. The public broadcaster also notes that CTV’s assertion of larger audiences for prime time Canadian drama are largely for periodically scheduled movies and specials. "Occasional Canadian movies and specials alone do not provide a sufficient volume of high-quality Canadian programs for domestic audiences and cannot build sustained audience loyalty to Canadian drama," the CBC tells Canadian Heritage. The CBC wants the CRTC’s television policy to be "more flexible" but not more relaxed in terms of standards for Canadian content. "Rather, a new regulatory framework should promote cultural objectives as paramount, but recognize that different players will have different means and levels of contribution," the CBC suggests. With an aim of putting the focus more on cultural objectives, the CBC proposes two-tier tax incentives that would give greater relief to productions with increased Canadian content. It also suggests that the CRTC definition of a Canadian production be harmonized with that of the Canadian Audio-Visual Certification Office (CAVCO), with the possible centralization of the administration of formal Canadian content certification. But the private broadcasters argue that throughout the broadcast day they deliver higher audiences than the CBC in most genres. Private broadcasters endorse the status quo, and don’t see any reason for a harmonization of Canadian content definitions nor for a change in the TV policy. "Contrary to the arguments put forward by the CBC in its phase I submission, English-language private television broadcasters are taking a leadership role in the provision of Canadian programming, attracting larger audiences to Canadian programming than the CBC in all genres except performing arts and sports," states the CAB’s television board, although its figures include viewing to privately-owned specialty channels. "For example, English-language private television broadcasters (as a combined group) delivered 56 per cent of the 224,246 viewing hours of Canadian drama in 2002. This demonstrates that although the CBC may have more Canadian content on a schedule-by-schedule basis, they are not as effective as English-language private television broadcasters in delivering Canadian content to television viewers." The CAB’s television board calls on the government to keep the CRTC’s television policy in place for "sufficient time" for the private networks to properly realize their individual programming strategies. What the CAB’s television board fails to mention, however, is that the minimum of eight hours of Canadian content per week laid out in the CRTC’s television policy do not apply to private specialty channels – whose viewing numbers are included. The specialty channels are still bound to spend a certain percentage of their revenues, as spelled out in their licences, on Canadian programming. The CAB states that a unification of CAVCO’s certification process with that of the CRTC is "impractical given their different roles." It notes, "More importantly, the CRTC’s certification system recognizes that in a competitive environment it is essential that broadcasters, programmers and producers are able to look to a wide range of Canadian program types and formats in their efforts to build attractive and competitive program schedules and win audiences."

CBC attacks private networks’ Canadian content performance during prime time

News | 09/12/2002 4:00 am EDT

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