UPDATE: CBC responds. See below.
Contrary to most leading opinion in the space, traditional media is not, in fact, being threatened by technologies like Internet television and iPods. Further, it would be a waste of time to create Internet-only content if the goal is to generate advertising revenue.
That’s the CBC’s official position, as articulated in a submission last week to the CRTC titled Reject Old Assumptions About New Media.
The document is a short 13-page PDF document. Here is my summary of its main points.
(CBC management: Like all carbon-based life forms, I make mistakes. I’ve made several here before. If I’ve misinterpreted something, please join the discussion in the comments. And hey, just for fun, shall we assume silence means I’ve got it right? <grin>)
- Traditional TV and radio usage is not being displaced by the Internet.
- Amateur video will never be a substitute for traditional media, particularly entertainment programming.
- It would be a waste time for traditional media companies to create Internet-only content if the goal is to generate advertising revenue.
- Most Canadians use the Internet primarily as a communications and research tool (Ed: Implying that most Canadians do not use the Internet for entertainment.)
- The trend is towards personalizing and controlling media, not developing new ways to consume it.
The points argued by the CBC in its submission appear diametrically opposed to the opinions of most thought-leaders who work in new media and broadcasting. The Corporation, downplaying the amount of opinion to the contrary, admits it stands largely alone in its assessment of the current landscape:
“There appears to be an assumption in some [Ed: Emphasis added] industry literature that broadcasting content found on new media is reducing the consumption of traditional radio and television…. This broad assumption is false, and empirical data refute this hypothesis.”
My opinion: One can’t dispute the hard numbers — they’re sourced from reputable organizations like BBM Neilson Media Research. (Although I’m afraid I just can not accept the stat quoted that fewer than 1% of Canadians watch broadcast television over the Internet.)
More than that, I’m concerned that the submission illustrates only the current reality — there’s no articulation of any vision for the future here.
- We have producers who are winning prestigious international awards as they develop new forms of entertainment media. Did we ask them where they think we should be going? I’d rather put my money on the “gut feel” of those folks than statistical forecasts generated from surveys and focus groups conducted months ago — remember “months” is an eternity in today’s new media world.
- We have an industry-leading media research team in Toronto. Were they tasked to chart out likely scenarious using widely available results from other public broadcasters around the world? Did we meet with the BBC or ABC or NPR to get a sense where we’ll be in ten years? If so, what do they think?
The conclusions in this submission seem way off base to me, and it lack of vision scares me.
Then again, I also have a mortgage to pay. So I’ll shut up now and turn it over to you.
What do you think?
Note: If you’re a CBC insider, consider posting your thoughts from your home computer. I’m just sayin’. Besides, shouldn’t you be working right now and not reading the semi-coherent ramblings of a freelance radio producer?
CBC’s Response
Hey Tod,
I am worried that some of your contributors may be taking your synopsis of our submission, which highlights only a couple of its points, as the sum total of our position.
To be clear, CBC/Radio-Canada believes that the new media world is a large and important part of its future. It is a central pillar of the strategic themes identified in the Challenge Us! process. Providing space for Canadian expression on the maximum number of platforms that Canadians want to use to consume media is, we believe and multiple Parliamentary committees have confirmed, now part of our mandate. As you know, we are expending a lot of energy and creativity on developing new ways of providing that space either using current resources or by finding new ways of generating funds.
Last week’s submission was not our last word on the subject. The Commission will initiate a broad review in the fall and we intend, as usual, to submit a fully developed, forward-looking position that describes our role and how it fits into the larger system.
Last week’s filing was a preliminary one, in response to the CRTC’s initial question of whether it was framing the issues properly. We did not want the public debate to move forward and public policy decisions to be contemplated based on what we perceived to be two faulty assumptions in the Commission’s framing of the issues. And those are:
1. That the consumption of broadcasting content found on new media is replacing the consumption of traditional broadcast media, particularly television; and
2. That new media represents a major business opportunity for Canadian broadcasters.
Today and, to the extent that we can foresee, into the future, the vast majority of high quality broadcast content found on any platform is going to be produced by traditional broadcasters. Public policy decisions based on the assumption that that supply of quality Canadian content will be financed by a one-for-one shift of revenue from traditional to new media would lead to a severe weakening of the country’s main creators of Canadian broadcasting content.
That is not the CRTC’s intention and we want to ensure that the debate from the outset reflects not only the future potential but the current reality of the new media universe.
Thanks,
Steven Guiton
Regulatory Affairs
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