Canadian media producers operate in a global market and must have strategies for “discoverability” to be successful, the Canadian Media Production Association (CMPA) said in a new report Wednesday. The report, called “Discoverability: Strategies for Canadian Content Producers in a Global Online Marketplace,” looked at the role of social media and online marketing tools to create and maintain successful online marketing campaigns. “What this report tells us is that the marketplace for Canadian content is now truly global, thanks to the Internet. As a result, the competition for audience attention is fierce,” Michael Hennessy, president and CEO of the CMPA, said in a statement. “The Canadian system has been fine-tuned to ensure the development and production of excellent programming, where we need to turn our attention now is how we disseminate our content and build audiences, not only here in Canada but worldwide,” he said. The report was authored by Catherine Tait of Duopoly Inc. and funded in part by the Ontario Media Development Corporation (OMDC) and the National Film Board of Canada. It provided case studies from Canada and the United States that demonstrate how to use discoverability strategies in the release of online content, a release said. “It is no longer enough to simply produce great content,” Karen Thorne-Stone, president and CEO of the OMDC, said in a statement. “Canadian producers must now become master marketers and employ the new tools of social media to engage and build a direct relationship with their audiences.” The CMPA, which holds its national conference in Ottawa next week, also launched DigitalEventsAdvisor.com, an online tool to help producers navigate worldwide events, conferences and markets for games, apps, multimedia products and web content, the release said.