It's a major challenge considering that our channel relies on context and not shocking news. We practically refuse to broadcast 30-second clips because we always want to provide context. When we do broadcast short clips, the subject has already been explained and there is a subsequent debate or conversation. We never do it gratuitously. The role of our organization is to explain, allow Canadians to have direct access in order to see you, the members, and to form their own opinion. That is why we do not make comments.
Our duty is to provide explanations. Having done several studies before arriving at CPAC, I can tell you that by 6 p.m., people already know what happened during the day. They know the news and do not need us to tell them what happened. What they want is to understand what the news means, why it happened, who is responsible, what the consequences will be, who will suffer the consequences and how, and what is next. That is our role.
New technologies and social networks have extraordinary potential. Most regular channels broadcast a bit of content on a wide range of topics, while at CPAC, public policy is our niche. I would say that the issues are our specialty. We work within certain parameters.
To adapt, we must also present our content in a shorter format, including for those who need to understand in 90 seconds the implications of something that just happened. Nevertheless, any report will always be based on facts and have value-added content; in other words, include more than just news. People already know the news. For example, if something was said in the context of a committee, we go about finding out whether or not it was true.
We work in formats that attract different audiences, but we always focus on context.