Corus expanding its international audience through children’s programming

Corus Entertainment Inc.'s children’s programming is available in more than 150 countries worldwide, leading some experts to say it's setting the standard for exporting Canadian content. Corus, which is best known domestically for its 48 radio stations and 19 television services, also produces and distributes children’s shows via subsidiary Nelvana Enterprises. In September, Corus announced the broadcast debut of its computer-generated animated series, Babar and the Adventures of Badou, in the U.S. on the Disney Channel. The show will also be distributed in Canada, Japan, Thailand, South Africa, Australia and seven European countries. Jerry Diaz, vice-president of worldwide sales and distribution for Nelvana, said in an interview that viewers’ tastes for media are merging across the globe thanks in part to the Internet, which makes it easier to sell Canadian content to foreign audiences. “The border between the market in the U.S., the market in the United Kingdom and the Canadian market ... is blurred,” he said. “I’m sure there’s an exchange of ideas, likes and dislikes that you probably wouldn’t have had even 10 years ago.” But traditional broadcasting’s expansion into new media also breeds uncertainty for content producers because of negotiations for digital rights. Some content deals include digital rights and some don’t, depending on the buyer. “Television is a simpler market because you already have the formula,” Diaz said. “It was established a long time ago.” But the digital media market and Internet broadcasting are “still a bit up in the air because we don’t have a formula.” Corus also has to overcome the language barrier when selling children’s shows—and young children don’t read subtitles. Although dubbing adds to the company’s production costs, Corus can get more out of the dub tracks than it could in the past, Diaz said. Dub tracks can also be used for Internet games, home entertainment, and other content associated with the TV shows. Diaz said Corus tends to first take its material to Europe, North America, Japan and parts of Asia; then markets titles in the rest of the world. “We’re working on a deal right now with Ukraine,” he said. “We’re looking at a multiple program deal that includes Hot Wheels, Beyblade, and Bakugan, the three hot boys’ action series.” Broadcasting expert Martha Fusca, president and CEO of Stornoway Communications, said in an interview that Corus’ success on the international stage arises from the quality of its programming. “They’ve done a terrific job. They’re one of a number of examples that clearly indicate that Canadians are able to produce world-class material that is attractive to a global audience. I would encourage us all to do more,” she said. Stornoway also exports Canadian content and co-produces programs with other countries by collaborating with A&E, PBS and Asian organizations. Fusca said Canadian production companies must ensure their content travels well if they want it be successful with foreign audiences. “You have to come up with concepts that really resonate beyond our borders, and that’s always the trick. Canadian broadcasters typically want programs that deal with subjects that resonate with Canadians,” she said. Balancing the domestic market with the international market can be tricky as a result, but it can be done, she said. Ken Coates, dean of arts at the University of Waterloo and an expert in digital media, said in an interview that Corus is a leader in the export of Canadian content. When Canadian media producers do well in international markets, it's good for Canada’s domestic economy, he said. “It’s not as flashy as selling a BlackBerry, but it’s a good job creator and it really capitalizes on Canada’s remarkable content talent,” Coates said. But he said Canada faces challenges maintaining its content-creation momentum as the media industry transitions from traditional services to digital. Coates said the country needs good broadband Internet services as well as a “commercial backbone.” “Do we have the organizations, do we have the intellectual property rights structure, to really make it possible for companies to launch themselves from here?” he said. Coates said Canada may be squandering its talent for content creation. “We’re not set up for international business, partly because of our own image ... We don’t see the content side as a really commercial enterprise.” He said the solution should include a new attitude from Canadian educational institutions and funding bodies to encourage university and college graduates to work in Canada. “We have a serious issue with loyalty here in Canada. We don’t expect people to stay here and we don’t ask them to stay here,” he said. news@thewirereport.ca

Corus expanding its international audience through children’s programming

Broadcast | November 11, 2010

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