Evidence of meeting #12 for Official Languages in the 45th Parliament, 1st session. (The original version is on Parliament’s site, as are the minutes.) The winning word was it’s.
A recording is available from Parliament.
Presiden and Chief Executive Officer, Arsenal Media
In fact, that’s why Google, for example, has reinvested $100 million into the system. It’s not a lot, but at least it’s something.
Conservative
Joël Godin Conservative Portneuf—Jacques-Cartier, QC
Did private radio stations receive nothing from the $100 million from Google?
Presiden and Chief Executive Officer, Arsenal Media
We received a small amount.
Conservative
Joël Godin Conservative Portneuf—Jacques-Cartier, QC
Sixth, you recommend that the mandate of French‑language broadcaster be primarily reserved for the Crown corporation and community radio stations.
Conservative
Joël Godin Conservative Portneuf—Jacques-Cartier, QC
However, you’re still required to promote the francophonie because you use public airwaves.
Does this summarize all the points to address in order to respect private companies and give them the oxygen they need to survive and be profitable? They need to survive, but they also need to be profitable. If we want our regions to be vibrant, we need businesses like yours that can be active and pay salaries to the people who stay in the area.
Presiden and Chief Executive Officer, Arsenal Media
We’re talking about around 150 jobs in our areas. That’s 150 jobs throughout the regions, and we’re not done yet. We continue to support the weaker areas, and we try to strengthen them a bit, while trying to maintain a balance between local, regional and national. It’s not easy.
Conservative
Joël Godin Conservative Portneuf—Jacques-Cartier, QC
I find it interesting that an entrepreneur is coming to address the Standing Committee on Official Languages to provide them with possible solutions. You didn’t come here to beg. I think we can move things forward.
Do you have other ideas in mind, based on your daily experiences, to further promote the francophonie and increase the profitability of businesses?
Presiden and Chief Executive Officer, Arsenal Media
I’ll come back to advertising.
If I’m not mistaken, last year the government spent $76 million on advertising, but only $2 million on radio.
Conservative
Joël Godin Conservative Portneuf—Jacques-Cartier, QC
This is how we respect the media and radio in the regions.
Presiden and Chief Executive Officer, Arsenal Media
That gives you some idea. Radio is a medium that’s not subsidized, does not receive any funding, and on top of that, has no advertising.
Conservative
Joël Godin Conservative Portneuf—Jacques-Cartier, QC
What makes radio special is the fact that it’s the medium closest to the consumer’s life.
Conservative
Joël Godin Conservative Portneuf—Jacques-Cartier, QC
I think it’s a tool, and maybe your sales agents should make their recommendations to the government, because the government is not able to find any on its own.
Thank you, Mr. Chamberland.
Liberal
The Chair Liberal Yvan Baker
Thank you, Mr. Godin.
Mr. Villeneuve, I give you the floor for five minutes.
Liberal
Louis Villeneuve Liberal Brome—Missisquoi, QC
Thank you, Mr. Chair.
Welcome, Mr. Chamberland. I’ve been listening and taking notes for a while now. As my colleague Mr. Godin said, we’re here to protect our official languages.
Previously, you said something that resonates with me because it echoes the work we’re currently doing within the rural caucus. There’s a lot of talk about local media all over Canada in the rural caucus. In your opinion, how could the government implement a purchasing policy for local media? How do you see that?
Presiden and Chief Executive Officer, Arsenal Media
I think there’s a requirement in Quebec to purchase 4% from community radio stations. I’m not saying it should be mandatory, but as Mr. Godin said, we should aim for a 50‑50 split and at least start a transformation to invest in local media. I would even add that we should take pride in it. All the media in the country remain relevant, and it’s important that they stay strong. Even the smallest media outlet in the tiniest town in the country should stay alive.
For me, a policy to force investments in local media is a transfer of money. I stress this point because a lot of money is given to CBC/Radio‑Canada, which is a city within a city, but little money is given to community radio stations and no money is given to commercial radio stations. There might be a way to rebalance everything without increasing the budget. I emphasize that this is not about increasing the budget, but about redistributing financial resources.
Liberal
Louis Villeneuve Liberal Brome—Missisquoi, QC
Thank you very much,
What you’re saying is that you’re looking for solutions. The goal is to help. We’re talking about radio, but more broadly, do you think this is a policy that can apply to all media, whether written or spoken?
Presiden and Chief Executive Officer, Arsenal Media
Certainly. I support the defence of local media, regardless of their form, whether it’s local TV or something else. As you can imagine, there aren’t many local television stations that survive today. I think it’s important to defend them. The small local weeklies that still hire young journalists here and there, like our organization, are part of a coherent ecosystem that needs to be defended, in my opinion. I would even say that the online weeklies that exist all over Canada and employ journalists should also be supported. When it’s Canadian-owned, locally owned, in Quebec or Canada, and the money stays in place, why not do it? Absolutely.
Liberal
Louis Villeneuve Liberal Brome—Missisquoi, QC
We talked earlier about percentages. How will reducing the quota of French music to 40% better protect the French language?
Presiden and Chief Executive Officer, Arsenal Media
I’m not saying that it will better protect French. What we’re saying is that it would be important to see what’s happening all over, as half of the radio stations in the country are not making money. Some big players are even going bankrupt. Bell is divesting from radio. In my opinion, it’s a wake‑up call, where everyone should realize that there is indeed a problem.
Let’s take the example of Stingray, which acquired TuneIn, a digital music content distribution company. The two companies worked on this agreement behind the scenes, and it’s brilliant. The point I want to raise is that if I were a parliamentarian, all the orange lights would be on in the building, because there will eventually be a problem.
Is it better to have a quota of 65%? The answer is yes. However, if there are no more radio stations to promote that 65% quota, we won’t be any further ahead in the end. We proposed a trial period during which a quota of 40% would be applied, to see if it enhances vitality. As we mentioned earlier, we could simultaneously implement a scoring system that emphasizes discoverability and the development of musical talent. I would be on board, no problem. Let’s try to be creative and push the boundaries a bit to see how, in three years, for example, radio stations will fare. We prepare annual reports—
Liberal
Louis Villeneuve Liberal Brome—Missisquoi, QC
I think our time is up. I see the chair gesturing at me.
Thank you very much, Mr. Chamberland.
Bloc
Mario Beaulieu Bloc La Pointe-de-l'Île, QC
Thank you, Mr. Chair.
Mr. Chamberland, for my part, I would surely never agree to a reduction in the quotas for French-language music, because I believe it would fuel the decline that we’re already seeing. Many studies show that there is less consumption of cultural goods in French. These are the consequences of all kinds of global measures, whether in schools or even in the teaching of Quebec culture and music, and so on.
Have you ever thought about a solution to reverse the trend of the declining consumption of cultural goods, music, and information in French?
Presiden and Chief Executive Officer, Arsenal Media
As long as digital giants do whatever they want and there’s no control, the consumption of French-language music content will continue to decline. It’s not complicated. We see the curve of online consumption of French-language music going down. We generally see it through content consumption on the radio. Talk radio is on the rise, but unfortunately, music radio is declining because people are turning to digital platforms.
I don’t see how we can reverse this trend, unless we impose incredible obligations. A digital content distribution company may well offer 100 million French-language playlists, but if no one listens to them, there won’t be any more listeners. It’s clear that radio has a role to play, and I’m very aware of that. I didn’t come here to testify thinking that people would applaud because we’re asking to lower the quotas. On the other hand, we’re sounding the alarm to say that, if it’s not done, at some point, there will be a problem one way or another. I repeat: It is essential, first and foremost, to realize the importance of the role of CBC/Radio‑Canada.