That's a good question.
I think the whole industry has to look at this. As I said, we need to evolve, and we need to calibrate that evolution very carefully. The truth is the vast majority of the revenue from consuming content is currently still in the television industry. The dollars in the online world and in the digital world are much smaller, and it's a very fragmented world. It's a challenge to break through the American machine in that international market because of the marketing costs involved in doing that.
We can't have any expectation that we're going to have instant success in the digital marketplace because you need to have high-quality content. High-quality content costs money. Most of the money is still in television. But that is changing, and more and more money is starting to emerge on other platforms. I think the whole industry has to sit down with everyone and look at that very carefully. The CMF holds ongoing consultations about that, and we're looking at this very question carefully, because there's no doubt we have to change the system. We have an old system based on a different set of conditions, and it has to grow.
I don't have all the specific answers about what specific mechanisms we should put in place to do that, but we need to pay more attention to it.
If I could just speak to your other question about content exclusivity, as independent producers we believe very strongly that any content that has Canada Media Fund money or tax credit money in it, any public purse involvement, should be as widely distributed as possible and should be made accessible to as many Canadians as possible. That speaks against exclusivity on platforms. As a taxpayer, if I'm paying for content, why should I be denied an opportunity to access that content just because I happen to use a particular cellphone instead of another one, or have a particular subscription?