As I noted in my presentation, we are great believers in Canadian content. We invest significantly in this area and hope to be able to continue doing so. However, as I tried to explain, we must be in a position to continue benefiting from the system and from structures that allow us to invest and profit from this content. Aside from Radio-Canada, which is fortunate to receive $1 billion a year from taxpayers, I know of no other company that can survive when it cannot profit from the products it markets.
As far as we're concerned, we've made a choice. As you said, Quebeckers have an appetite for home-grown culture, certainly for reasons linked to history and language. There is no question that English Canadian broadcasters do not benefit from the same level of protection as broadcasters in Quebec, to the extent that they must compete with the big American networks. In Quebec, we are protected by a natural “shield“, although we could choose to invest in something other than Canadian content. Clearly, it cost considerably more to invest in a Canadian production than it does to purchase the exploitation rights to Gilligan's Island or to other Canadian productions.
We have made a choice and we would like to stick with it. However, we need to be able to sustain this level of investment in the years to come.