Canadian Media Fund CEO suggests advancing tax credits for film and television

Canadian Media Fund (CMF) CEO Valerie Creighton is calling for advanced tax credits to help reduce production barriers and build the future of the Canadian media sector. Currently, the federal government offers a tax credit for film and video production of up to 25 per cent of labour expenditures, and there are similar programs offered by provinces and territories. Generally, the tax credit is handed out after the production’s completion, which means producers often have to take out a bank loan to help finance the project. During a panel at Prime Time, the Canadian Media Producers Association’s annual screen industry conference, Creighton suggested the government should instead offer the tax credit up front. “I know it’s hard, I know there’s financial constraints,” Creighton said on Friday. “But if the government could see their way to that, it would save this industry multi-millions of dollars . . . in interim financing.” Creighton, who has led the publicly- and privately-funded CMF since 2006, added that the move would be a “massive change” in how the government can support the industry without investing more money. “Because the government has to pay that out eventually anyway,” she said. 'Canada's Future: building a creative nation' panel at CMPA's Prime Time conference in Ottawa on Jan. 30, 2026. From left: Joëlle Montminy, Kerry Swanson, Julie Roy, Suzanne Guèvremont, Valerie Creighton. The Wire Report photograph by Maria Collins Audiences embrace 'authentic' and 'unapologetic' content Another key to moving towards the future of the film industry, Creighton said, is to help unlock “creative freedom.” She described the current model as all about chasing money and getting a show on the broadcast schedule. But, Creighton continued, that approach has not allowed the industry to unleash “incredible creative freedom,” which she believes is the key to bringing in audiences. She referenced the success of Crave’s smash hit, Heated Rivalry, a show about two rival hockey players who fall in love. The series has become a global phenomenon in recent weeks, and Creighton credits that success to the show being authentic and unapologetic. “That’s what world has embraced,” she said. Creighton said creating more authentic programming means broadcasters need to refrain from interfering with the creator’s vision. “That’s where we start to influence that creativity in a way that isn’t actually healthy, or at the end of the day, doesn’t allow that freedom to take place,” she said. During the panel, Julie Roy, CEO of the Crown corporation Telefilm Canada, said the industry has already proven its expertise, resources, and world-class talent, but she echoed the importance of bringing audiences into the conversation. Roy said connecting with audiences is especially important in an age when algorithms heavily influence discoverability. “So what do we do with the audience? It goes back to our values,” she said. “People want to see themselves on screen.” Roy said establishing cultural sovereignty and building an audience strategy must be linked to cultural strategy and representing culture on the screen. In order to achieve these goals, Creighton said the industry must work to cut red tape across the entire sector. She said the barriers faced by the industry were created a long time ago, but no longer reflect today’s world. Creighton also highlighted how successful the country’s film and television industries have been, and emphasized how the sector needs to move away from past structures and take new risks in order to build on the momentum. “It’s just so exciting what’s happened in this country,” she said. “And I for one will do everything in my mental power to not hold onto the past… make that leap.” “It’s not going to be easy, but it’ll be fun.” mcollins@thewirereport.ca

Canadian Media Fund CEO suggests advancing tax credits for film and television

Broadcast |
By Maria Collins
|January 30, 2026

Unlock all the Canadian telecom, broadcasting and digital media news you need.

FREE TRIAL

SUBSCRIBE

Inside The Wire Report

Information

Hill Times Publishing

Get in Touch With Us

Canadian Media Fund CEO suggests advancing tax credits for film and television

Broadcast | By Maria Collins |January 30, 2026

Unlock all the Canadian telecom, broadcasting and digital media news you need.

FREE TRIAL

SUBSCRIBE

‘Adoption will happen’: Solomon tells cultural industry to brace for AI revolution

Rogers posts strong Q4 numbers, buoyed by Blue Jays’ World Series run

CBC says bureau expansion will address ‘news deserts,’ despite concerns from local media outlets

Related Stories

Feds missing out on economic, geopolitical opportunities by not supporting arts sector, say cultural groups

Blue Ant’s Michael MacMillan ‘optimistic’ about future, sets sights on M&A opportunities

Producers challenge 20 per cent copyright threshold in new CanCon policy

Feds pour $10.9 million into Alberta radio station

Reuse & Permissions

Inside The Wire Report

Information

Hill Times Publishing

Get in Touch With Us

Broadcast |
By Maria Collins
|January 30, 2026