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Media Centre > News Releases > Archive > 2000 > May 5, 2000
CAB calls for new Canadian content strategy
Upwards of $30-million in new private
sector investment possible
Ottawa, May 5, 2000 – In a breakfast
speech to members of the National Press Club, Michael McCabe, president
and CEO of the Canadian Association of Broadcasters (CAB), today predicted
that private broadcasters could invest upwards of $30-million in new money,
for projects supported by the Canadian Television Fund (CTF). The announcement
came as McCabe called for the creation of a new strategy to increase the
amount of Canadian programming.
The proposal builds on one of the strategic
objectives identified in the CAB's FuturePlan, which was approved by the
Board of Directors in February and officially launched March 28th.
It calls for an end to the artificial structural barriers that limit the
amount of broadcaster involvement in Canadian programming.
The new money would come as a result of a
change in regulations that prevents broadcasters from acting as program
distributors for Telefilm-funded projects.
“Our industry is converging to such
an extent that it just makes sense to let broadcasters into the distribution
game,” says McCabe. “After all, we've got producers and distributors
with broadcast holdings. We need strong, integrated companies to make
this new content strategy a reality.”
The CAB's proposal calls for the adoption
of a layered approach that would see existing government monies from the
CTF continue, in order to support distinctively Canadian programming.
“FuturePlan demonstrates that Canadian
programming is our competitive edge and gateway to the world,” says
McCabe. “We need a new content strategy to enhance our ability to
compete effectively, as we move into the digital age.”
Plugged Into Canadian Programming:
As part of the CAB's proposed new content
strategy for Canadian programming, private broadcasters have developed
a promotional spot – Plugged In – to showcase Canadian
programming and promote it with viewers.
The promotional spot, the first in a series
to increase awareness about Canadian programming and the role of the Canadian
Television Fund, was created by the production arm of the TVA network.
The focal point is a TV screen plugged into a maple tree that showcases
a montage of Canadian shows, demonstrating that private broadcasters are
committed to offering their viewers a wide range of quality programming.
Initially scheduled to run for the balance of the spring and summer schedule,
the spot will be updated to include scenes from the new slate of Canadian
shows from the 2000 – 2001 television season. In addition to the
spot, a bumper will be inserted into programming supported by the CTF,
after the first commercial break, to build recognition and brand homegrown
programming for viewers.
“Canadian programming has come of age,”
says McCabe. “Private broadcasters are using their screens to get
the word out.”
The CAB represents the vast majority of private
radio, television and specialty broadcasters in Canada.
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For more information, please contact:
Susan Tolusso
Director, Communications
(613) 233-4035 ext. 331
(stolusso@cab-acr.ca)
© Copyright 1998
All rights reserved Canadian Association of Broadcasters
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