The opinions expressed in this editorial are those of the author and do not necessarily reflect those of Decima Reports.Quebecor Media can’t win with the regulator. It obviously needs a new approach. Since getting CRTC approval for the acquisition of TVA Group and its cable subsidiary Vidéotron, Quebecor has been shooting itself in the foot because it has been unwilling to play by commission rules.  A defiant Quebecor appeared before the commission in April, arguing that it was exempt from inside wiring rules since its cable arm had sold its wiring to a subsidiary that was outside CRTC jurisdiction. The commission found otherwise this week, issuing a mandatory order telling Vidéotron it couldn’t use the wires unless it leased them to third parties for 52 cents per subscriber per month, rather than the $5 it had told competitors they would have to pay. Along with ruffling the feathers of the CRTC over the matter, the Quebec media giant forced its competitors to declare war on it in the process. Rival satellite TV distributor Bell ExpressVu, MDS distributor Look Communications, and Cable VDN all filed complaints against Quebecor on the matter.  Quebecor has been rebuffed by the CRTC on other complaints, and certainly hasn’t ingratiated itself with Bell Globemedia, a company that has more successfully worked within CRTC rules. The commission, for example, rejected Quebecor’s complaints that Bell Globemedia affiliate Bell ExpressVu was being unfairly cross-subsidized by the telephone operations of Bell Canada. The CRTC has also recently ordered Vidéotron to reimburse Bell Globemedia for distribution of Le Réseau des sports (RDS) after it unilaterally cut affiliation fees by 62 per cent. Quebecor isn’t listening to the regulator in this case, either. It has refused to comply, saying that it wants the courts to deal with the matter. With ongoing labour problems involving striking technicians, and numerous lawsuits by former employees and even sprinter Bruny Surin, the last thing that Quebecor needs is to tie up limited resources on court proceedings and/or fights with the regulator. It needs to rethink its strategy and become better versed in the regulatory process if it hopes to succeed in the broadcast and cable distribution businesses.