We did examine this in our study. Yes. In fact, right off the top Canadian shows are discounted; their ad sales are discounted. There's something called the Canadian discount. So that is right off the top.
I think the interesting thing--and we're waiting for a final draft of the study, but when it's ready we will distribute it--that I learned is that ad rates fall substantially on Friday and Saturday nights. So if you air your program on a Friday or Saturday night, the ad rates are lower. It makes sense: there are fewer eyeballs. Because there are fewer people watching TV, you will make less money.
I guess the point is that broadcasters make a decision when they program Canadian shows, when they put them in off-prime or on Friday or Saturday nights, which we call shoulder periods, or they put them on in the summer when there are fewer people watching. So you make those decisions.
Everyone in this room knows that the best hours for watching TV are Sunday to Thursday, 8 p.m. to 11 p.m. That's prime time. It's very disheartening for creators in this country to know that when they're creating a show they may never get a prime-time slot. When they're writing that cop drama, they have to think about how many slots are open in Canada for prime-time series--maybe one, maybe two, because they all go to U.S. shows. Even if you get a prime-time, you can bet it will be a Friday or Saturday or on in the summer.