I would say production, in that it is a very collaborative form. It's probably the most collaborative form that exists, and we share a border with the gigantic entertainment industry to the south.
Production is where the actual work opportunity and the job creation is. It's where we meet. It's where we do our important work together. Every time you incent a production, you incent everybody to be a part of it: the actors, the directors, the whole technical team, everybody. It benefits the most and keeps content creation fresh. Justin Bieber is huge around the world as an important Canadian artist and an ACTRA member, I'm proud to say.
You have to keep everything moving forward, because we had to fight so hard for our shelf space.