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Ad-based approach to boosting drama gets lukewarm reception at CAB confab

News | 12/06/2004 5:00 am EST

A new advertising-based incentives program designed to boost the production of original Canadian TV drama is being criticized by some private broadcasters despite the fact that it lets them off the hook by not imposing expenditures (Broadcasting Public Notice 2004-93). The policy, released last week by CRTC chair Charles Dalfen at the Canadian Association of Broadcasters (CAB) convention, increases the number of advertising minutes that broadcasters can earn compared to the commission’s original proposal that was released in May (CCR, May 6/04). Despite the sweetened pot, some private broadcasters and producers complain about the complexity of the proposal, the fact that the CBC can also participate, uncertainty as to whether they will still be able to raise enough money to finance the genre, and doubts as to the availability of enough advertising to fill the extra time.

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