Evidence of meeting #13 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.
Liberal
Giovanna Mingarelli Liberal Prescott—Russell—Cumberland, ON
Thank you, Mr. Chair.
Good morning, Mr. Leclerc. Thank you for being with us this morning.
You claim that your company is one of the only independent broadcasters in French in the major markets.
What specific challenge does your status as an independent business create compared to large integrated groups?
Vice-President, Leclerc Communication Inc.
That’s a good question.
It’s difficult, especially because what allows radio groups to survive today is consolidation. As Arsenal Media is doing right now and as Bell and Cogeco have done, it’s by purchasing several radio stations in different markets that we can further develop synergy and reduce operating costs across all radio stations. That’s how we’re able to survive.
A model like ours is becoming increasingly rare, even across Canada. We’re proud to be the worthy representatives of independent radio companies. I think it’s important that there are still some, because it’s often in independence that there’s the most creativity, where we try to think outside the box.
There are also local roots. We bought stations in Quebec as citizens of Quebec. We had a vision for our stations that stemmed from a local reality. I think that’s what distinguishes what we do today from what large integrated groups do.
Liberal
Giovanna Mingarelli Liberal Prescott—Russell—Cumberland, ON
Thank you very much.
Why do you recommend a one‑month period rather than a week to measure compliance?
Vice-President, Leclerc Communication Inc.
It’s about having more latitude.
On Tuesday, you were talking about credits for cultural content. If we go in that direction, measuring over a week would become extremely difficult. Imagine that a host does a cultural segment on a Friday at 4:00 PM, just before the end of the compliance audit period. How many minutes is it? How do we account for that? All of that would become extremely difficult.
This example shows that a longer period allows us a bit more latitude to better provide what the listener wants to hear when they want to hear it. It also allows us to ensure predictability and compliance with our obligations.
Liberal
Liberal
The Chair Liberal Yvan Baker
Thank you, Ms. Mingarelli.
Mr. Beaulieu, you have the floor for one and a half minutes.
Bloc
Mario Beaulieu Bloc La Pointe-de-l'Île, QC
I’ll talk a little more about the measures.
What incentive measures can be taken to support you, aside from a quota reduction?
Vice-President, Leclerc Communication Inc.
As I was saying, we need to think about regulating online platforms and giving them discoverability obligations. It’s urgent.
Vice-President, Leclerc Communication Inc.
I couldn’t tell you. I don’t have any information in that respect. However, it’s one of the main solutions that can really help our community. There’s also the idea of credits, if we want to help French‑language radio broadcasters and give them a bit of breathing room. It’s possible for emerging music, music broadcast during prime time, for the cultural content we provide. These are possibilities.
There’s also the revision of section 19 of the Income Tax Act and the assignment of a clearer discoverability mandate to Radio‑Canada across all its platforms. I think these are things that can be done quickly to help with the discoverability of content here in Quebec. There’s also the advertising purchasing policy that favours local media. I think these are all examples—
Bloc
Mario Beaulieu Bloc La Pointe-de-l'Île, QC
Do you mean that CBC/Radio‑Canada gives more space to francophone music?
Vice-President, Leclerc Communication Inc.
There is no reason they shouldn’t do it with all the means they have. We’re talking about a budget of $2 billion for CBC/Radio-Canada.
Bloc
Vice-President, Leclerc Communication Inc.
That’s an excellent point, Mr. Beaulieu.
I’ve always wondered why there’s no French music playing on English stations in Canada. We’re considering a 5% Indigenous music quota for all stations, but why have we never thought about a 5% quota for English-speaking stations in the rest of Canada?
I find this question interesting. I understand that there’s a historical and cultural context, but why don’t we hear French music elsewhere?
Liberal
The Chair Liberal Yvan Baker
Thank you very much, Mr. Beaulieu.
I now give the floor to Mr. Bélanger for three minutes.
Conservative
Jim Belanger Conservative Sudbury East—Manitoulin—Nickel Belt, ON
Thank you, Mr. Chair.
Mr. Leclerc, first of all, we recognize the importance of the francophonie and the responsibility in relation to the cultural aspect. Furthermore, as you said, it’s important to understand the importance of being able to survive. It may be just as important, if not more important.
If you didn’t have a quota to meet, what direction would a company like yours take to preserve the francophonie?
Vice-President, Leclerc Communication Inc.
That’s an excellent question.
As broadcasters, we want to reach the widest audience possible and be in tune with the tastes, needs and interests of our listeners. Nothing else will guide the actions of a commercial radio station.
The study conducted by the Substance organization tells us that listeners want to hear 30% to 44% French vocal music from their traditional radio station. There isn’t a broadcaster in the world that wouldn’t want to talk to its listeners and reach them. For a radio station, there are francophone hits as strong as anglophone hits. That’s for sure.
No broadcaster will tell you they won’t play French music in Quebec. It’s impossible. It’s part of our roots. It’s important. People love their Cowboys Fringants, love their Charlotte Cardin and are discovering Billie du Page. It’s important for radio to nourish that link between artists and their audience.
Conservative
Jim Belanger Conservative Sudbury East—Manitoulin—Nickel Belt, ON
I see.
Today, the quota is 65%. Tomorrow, it might be 40%.
In the future, it may be 20%. What do you think about that? This concerns people.
Vice-President, Leclerc Communication Inc.
I understand your fear of a slide. However, we must take into account the environment we’re in. The environment has changed a lot. Will we eventually go from 40% to 20%? That’s a discussion that takes us further.
It’s been 50 years since the quota for French vocal music has changed. You are being asked for one quota change in 50 years. We’re not saying that there will be a second one in five years.
It’s a pragmatic and socially responsible measure because we want to continue playing French‑language music. That’s why we’re asking you for the highest quota in the world. That’s what we’re asking you for today. We’re here to ask you for the highest quota of francophone vocal music in the world.
However, it feels like what we’re doing is not socially responsible. On the contrary, we aim to bring listeners back to radio. We aim to get people interested in listening to us again and being exposed to French-language vocal music.