CRTC Chairman Jean-Pierre Blais touted the merits of "click to retail" as the next big thing for the future of media during a speech Sunday at the Banff World Media Festival. According to speaking notes released by the CRTC, Blais said: “Now imagine creating a sit-com set in a clothing shop. Now imagine empowering the viewer to click on a designer dress that appears in the show and having it delivered to his or her home the next day. That’s 'click to retail' and it’s tomorrow’s next big media idea.” He said many independent producers are concerned about the CRTC’s recent decision on terms of trade and also because “online video services and Internet providers are not required to invest in content made by Canadians in the same way as traditional broadcasters and television distributers." To this, Blais said that independent producers should not "worry about what's passed," and instead focus on click to retail and creating new ways to monetize content. "Start negotiating new terms of trade with banks and credit card companies, with Purolator and Canada Post, and with Proctor & Gamble and The Bay," Blais said. "Get the arrangements in place to not just monetize the content you create, but also capture potentially enormous sources of spinoff revenues through new direct-to-consumer channels."