Future of CNMAs in limbo as Froman circulates controversial industry plan

A controversial proposal has been circulated to industry stakeholders by the chief organizer of the Canadian New Media Awards (CNMAs) that asks Canada’s new media companies to pony up cash to keep the high-profile awards event going. Adam Froman, whose firm Delvinia Interactive Inc. provides the marketing and organizational muscle behind the awards, says mounting the annual showcase has become too draining for a single firm to undertake and he is asking the new media industry to support a new Academy for New Media that would operate on a year-round basis to run the awards. In a letter sent in mid-September to stakeholders, associations and government officials, Froman outlines his proposal that would see the academy built on the foundation of CANEMA Inc., the four-person partnership that currently owns the awards. Froman is asking stakeholders whether they would consider becoming voting or non-voting members on an individual basis for fees ranging from $25-$150 or as corporate members for $2,500. According to the circulated letter, a new nationally representative board of directors would be formed to oversee the awards, and a new executive director would be hired, likely based in Ottawa. Froman is careful to state in his letter that: “The intent is not to compete with regional associations, but in fact to support them.” The point is a crucial one, since sources indicate the industry is at a crossroads. In the face of continued over-subscription to the Telefilm Canada Canada New Media Fund and recent cuts to the Bell Broadcast and New Media Fund, it’s unknown how many resources could be devoted to a new national body at a time when the four most important industry associations seem to be taking tentative steps to create a parallel organization with an advocacy role. The Canadian Film and Television Production Association (CFTPA), Alliance numériQC, New Media Business Alliance (NMBA), and New Media BC are all currently cooperating to lobby Ottawa for additional funding for the sector. Further, government officials from several jurisdictions and agencies have at times told Canadian NEW MEDIA that they would welcome a single point of contact for dealing with the industry. Past efforts on that front, however, have proven frustrating. A national umbrella organization, the Interactive Multimedia Producers Association of Canada (IMPAC), died on the vine when Quebec provincial funding ran out, and Ontario provincial efforts, including the Liberty Village initiative and Smart Toronto Technology Alliance, failed to create an effective lobbying group for Toronto new media producers. In the face of badly needed lobbying efforts just to preserve current public support for the sector, industry observers question whether the proposed academy could operate in tandem with other industry initiatives without diverting important financial and other resources. Some have also quietly expressed resentment that the new structure would support a private-sector enterprise, any financial benefits of which would accrue to Delvinia as the chief contractor responsible for the event. In the face of objections, however, Froman remains certain that his plan is workable and he has tough words for the industry as he throws out a challenge to support the event. “You know what? I’d say there are the resources out there to do it. I think it’s the apathy of the industry,” he tells CNM. “I’ve been sort of promoting the industry and investing a significant amount of time, along with a number of others, but I think unfortunately many people in the industry – and I have experienced it first hand in terms of when you offer trying to keep the cost of things low – they don’t support it, and they’re very much just about what’s in it for them. You know, people will make comments about the fact that I may get financial benefits from putting on the awards, but what they also have to recognize is that no one else is doing it, that I’ve spent an exorbitant amount of personal time to do it, at the expense of the fact that I can’t win an award…Why shouldn’t I gain financial benefit from it? I’m willing to put money up to make things happen, and I have. People complain that they don’t have the money, but the reality is that if I ask a thousand, 1,500 people to put up $150, that would be sufficient enough to generate an administrative infrastructure to make this thing happen. That’s not a lot of money.” Froman estimates $200,000 is the sum that would be required to put the show on a permanent and viable footing. If the money isn’t forthcoming, he warns, he’ll let the show die. “I’m trying desperately to say that the industry has to support me and if they get caught up in these little niggly things about ‘do we need another organization?’ or ‘is Adam making money from this?’ and they get caught in those petty little discussions, then, you know what? It’s not worth my time. And that’s really, really unfortunate for the industry, I think, because I really have given a lot. And, you know, it’s an interesting point in my own career. I’ve never questioned this before in my career and now I’m truly questioning it because there’s other priorities that are in my life.” Few would likely disagree that the show has been an important force in the sector. Last year’s event was the fourth annual staging of the awards and the first in which an extended program of workshops and networking opportunities were introduced. Attendees came from across Canada and from across a spectrum of organizations, and included a full roster of industry leaders and policy-makers. Despite the high profile of the CNMAs, however, there is little public sign that the new media industry is rushing to support Froman’s proposal. Of the major associations in Canada, only the Alliance numériQC has commented publicly on the plan. Association spokesperson Daniel Boismenu is non-committal, telling CNM that the proposal is attractive, but that the issue is one of money and resources – something the Alliance has much less of in the wake of significant cuts to the sector in the province by the new Liberal government. The NMBA, CFTPA and New Media BC – the organizations whose support or opposition could make or break Froman’s proposal – have not responded to CNM’s request for comment. There has also been no public comment from Froman’s partners in CANEMA, Bill Sweetman, Warren Coughlin, and Sam Punnett. All three left Delvinia last year to pursue other business interests, but continue as partners in the not-for-profit shell company. Asked if they support the project, Froman says he is proceeding independently. “They’re pretty passive and they’ve basically backed off of the awards. Last year when they chose to pursue other ventures, for all intents and purposes, they walked away from wanting to continue the awards. That’s one of the other reasons – is I’m doing this by myself, and I do want to establish a new board of directors for it, of more people in the industry in order for it to have longevity. I don’t think it can sustain itself as a not-for-profit with, really, simply me at the helm.” Froman says private feedback has been trickling back to him, outlining the same pros and cons as above, and that he’s contemplating his options. While the awards can’t proceed on the footing of the status quo, he says, he is open to other proposals, but on some strict conditions. “I’m very flexible. I guess my two things that I’m not flexible about are, one, I have to retain the control over the vision in the short term until I see an infrastructure in place to carry that vision forward. This has been my baby and I want to see my vision of this realized in a manner that I want to see it. And, that’s not without input from others, but I have a vision for this and I’d like to see it realized. “The second thing is to determine my own personal role in it as well. If it’s financially viable, do I stay involved in it or not? That’s what I’m trying to figure out. Do you know what I mean? Because, I think the two things – yes, I could just hand it over to someone, and let them try to make something of it, but I think I’m too close to it still. But, I don’t have the time to be able to spend in that unless it’s a business opportunity for me.”

Future of CNMAs in limbo as Froman circulates controversial industry plan

News | 10/10/2003 4:00 am EDT

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