MuchMusic applies to loosen Cancon conditions, proposes more ‘lifestyle’ programming

CTV Ltd. has applied to the CRTC to reduce its Canadian content licence conditions and allow for more “lifestyle” programming as the channel tries to “adapt to the business realities” of audience fragmentation and new technologies. In an application to the commission, published in a May 21 notice, CTV argues that “the inclusion of lifestyle programming in its nature of service will better position MuchMusic to adapt to the business realities of audience fragmentation and changing technologies.” CTV also proposes more flexibility in its licence conditions on Canadian content distribution. In place of devoting 60 per cent of the broadcast week and 50 per cent of evenings to Canadian programming, CTV has requested reducing MuchMusic’s requirement to 55 per cent of the broadcast year. “They’re likely looking to stack up the prime time with American-produced shows,” Gregory Taylor, a broadcasting expert at McGill University, said in an interview. “MuchMusic hasn’t really been doing music videos for some time now." He said MuchMusic is following the American MTV model, which is running more reality television programming. Earlier this year MTV pulled the words “Music Television” from its logo, going strictly with “MTV.” The move appeared to reflect the channel’s dropping priority for music and music videos. Faced with competition from the Web and platforms like YouTube, CTV proposes that it play less music video clips and more “lifestyle programming.” Its licence currently says it shall provide specialty programming “consisting only of music or music-related programming.” “The licensee states that music videos no longer distinguish the service as they are readily available through other sources. Furthermore, it notes that the supply of music videos that the service can access has been greatly reduced in recent years,” the application says. CTV wants MuchMusic’s new licence to say that it will have “a focus on music, music-related and lifestyle programming for young adults. The target audience for the service shall be Canadians between the ages of 18 and 34, with a core demographic of Canadians between the ages of 18 and 24. A minimum of 75% of the programming broadcast by the service shall be music-related.” The broadcaster has proposed to change its 15 per cent minimum requirement for music-related programming to a minimum of 15 per cent on “lifestyle programming”—which some interpret as more reality television. “I guess they’ve discovered that they get higher numbers for all these reality shows,” Taylor said. In an email statement, Gabrielle Free, senior director of entertainment specialties at CTV, said MuchMusic will continue to focus on music, noting that the channel's audience and operating environment have "shifted dramatically" since its launch 25 years ago. She said MuchMusic is the only linear television business now dealing with the fact that 50 per cent of its mandated music video content is "readily available on other platforms." "Today’s digital environment and new technologies find music videos freely and legally available on demand on multiple platforms including online, mobile, digital and VOD channels," Free wrote. "By gaining flexibility to our nature of service and expanding beyond just music-related programming, MuchMusic can produce and acquire unique and exclusive music and lifestyle content that better meets the needs of our continually evolving audience." Free said CTV's proposal to change its Canadian content requirements are consistent with CRTC policy and will allow for more flexibility on its schedule. The channel remains committed to Canadian content and the channel's current level of Canadian programming expenditures, she said. In the application, CTV also proposes to delete the conditions of licence that require the exhibition of French-language music videos. “The licensee states that a requirement to broadcast French-language music videos on an English-language service is outdated. It notes that today's audiences are well-served by established music services such as MusiquePlus and MusiMax,” the application says. The deadline for comments on the application is June 25, 2010. sdoyle@thewirereport.ca

MuchMusic applies to loosen Cancon conditions, proposes more ‘lifestyle’ programming

News | 05/27/2010 9:53 pm EDT

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