It depends a little bit on the channel that we operate. I guess fundamentally one of the things that we're going to have to look at as policy-makers and as regulators and as broadcasters is that the system is very rapidly moving from linear-scheduled programming to on-demand.
At Corus, for example, we were one of the first radio companies in the world to podcast. We were doing that literally before all the American magazines started jumping up and down about it. We have launched and have been running now for almost a year in the United States a VOD service on Comcast Digital, Comcast being the biggest cable operation in the United States and I think the biggest in the world. We went to them and knocked on their door for about a year, and they are now carrying something that we call Vortex. It's all Canadian children's shows available on demand, and it's been enormously successful. We're just thrilled with it, but it's not scheduled. People go into a menu, and they pick the shows.
So we have to start looking at that. What does “Canadian content” mean in a linear schedule when in fact people don't want to necessarily watch in a linear way? We're starting to see it with the incidence of PVRs, personal video recorders, for example. People are starting to schedule themselves. You'll notice that The Sopranos, which we're running on Movie Central in the west, runs on Sunday night in first play, and then we will play it in a linear way as well. But if you have any of the cable systems digital, you can go in and take The Sopranos whenever you want it.
So the 60% Canadian content, is that still relevant? To a certain extent it is. And we mean it when we say that we're not going to survive if we don't make Canadian programming of every genre. We'll just get eclipsed, because it's the viewers and the advertisers who are going to drive this, not us. Our whole bias in Corus is to be focused on where our advertisers are going and where our viewers are going.
I can tell you personally, I've just come back from the trade show in Las Vegas, the National Association of Broadcasters show, and I sat in a room like this. Of course, we had the unfortunate events of Virginia Tech, where the video was shot by one of these. I saw something even more dramatic than that, where someone had a video camera running in real time on a cellphone, and they were broadcasting it to another cellphone, which was plugged into a screen as big as that wall, and the quality was just awesome. I saw another cellphone with a screen that rotates into a 16 by 9 format, and I watched an episode of the David Letterman show. It was better than most of the old TVs that I have in my house. All of this is to say that the world is changing very, very quickly.
Some of the crucial elements we need are things like the CTF. We need to look at every single rule we have and ask ourselves the question, is this going to get Canadian programming produced and in front of Canadians? In fact, is it going to be something they want to watch or buy or download or however else they're going to do it? I think the good news is that we have a terrific chance.