When a camera crew from Midwest Broadcasting showed up in Cold Lake AB to cover an air show, people there asked why they even bothered coming since the program wouldn’t reach many viewers because the channel wasn’t on satellite. That was a story Midwest VP of finance Glenda Spenrath recounted during a session at the Canadian Association of Broadcasters (CAB) conference to illustrate the drastic effect out-of-market signals are having on a small market broadcasters. "The biggest thing is not being on satellite when 61% of our market has satellite. We need to be on satellite to reach our own people," she said.