Corus believes that the success of media players in the 21st century will depend on their ability to provide relevant content that audiences want to watch. The notion that content is king becomes all the more relevant in an environment where linear scheduled analog broadcasting is evolving to a fully digital interactive environment.
In the next five years the consumption of linear television is expected to decline in favour of this interactive digital world of high-definition television, satellite, mobile, IPTV, subscription services, podcasts, and website aggregation services. Consumers will view what they want, when they want it and where they want it. We will also watch what ordinary people create. The whole YouTube and MySpace phenomenon is evidence of this change. As legislators, you are all realizing this, as you must now maintain websites, respond quickly to constituent e-mails, and worry about what someone might be saying on their blog about you or your party's policy. The world has changed for all of us.
Meanwhile, at the core of this digital interactive environment is the same rule that has always applied. Canadians expect and demand great storytelling that is relevant to their lives. They expect great news and sports coverage. They want to know what is happening at home and abroad. They also want to be entertained. New technology does not and will not change this axiom.
Corus believes that Canadian broadcast policy goals are best served when we can meet this demand. Canadians insist upon high-quality and compelling programming. Therefore, the policy strategy should be to foster the creation of this content. However, this policy should not attempt artificial manipulation of the supply chain. That means that the policy should focus on the content, not on who creates it.
Canada is a small market that borders the largest content creator in the world. Combine this with the evolving multi-media environment and it no longer makes sense to rely only on the independent production sector to provide high-quality Canadian content. This results in endless debate over the allocation of rights, rather than on the creation and exploitation of these rights. It will also mean that we won't get what we want, which is great Canadian programming.
The policy of relying on the independent production sector has not created a viable industry. it has faltered because it has not been able to attract the capital to invest in the development of projects and creative people. The independent sector does not have the strength to battle in foreign markets. Great intellectual property demands great resources. As one of Canada's largest creators and exporters of programs, we know this from first-hand experience.
Corus believes that, to succeed, fully integrated companies are what are needed to ensure that Canadian programming compares favourably with the best the rest of the world has to offer.