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.