I think it should be both--I mean, as much as it can be. Now, when you say “high-quality programs”, alarm bells go off and I think of elite dramas that very few people will see. It's not that you don't want to make serious award-winning drama, but you also need to do things that are adventurous and entertaining. An example is Trailer Park Boys, which is made by Showcase. It has a significant audience. It's not what you would call high culture, but it represents a certain kind of Canadian experience that is just as valid as going to Upper Canada College.
Evidence of meeting #55 for Canadian Heritage in the 39th Parliament, 1st Session. (The original version is on Parliament’s site, as are the minutes.) The winning word was films.
A recording is available from Parliament.
