To the School of Media and Design at Algonquin College
Ottawa, Ontario
February 24, 2014
Check against delivery
Thank you very much. I’m happy to be here today.
I’ve been looking forward to this speaking occasion for quite some time. Engaging with the next generation of Canadian broadcasters and producers is very important to me.
When I interviewed for the position of Commissioner, I urged the selection committee to recognize that change in the broadcasting industry was clearly being driven by younger demographics and that, even if I was not their choice, they should appoint someone who can speak to those generations.
Well...here I stand before you today.
I may be one of the youngest Commissioners in the history of the CRTC, but I don’t doubt that many of you may see me as the voice of an older generation. Today, I hope to bridge that gap.
I’ll be covering a variety of subjects in my speech, but the one essential point that I hope to leave you with is: this is your broadcasting system. We want it to reflect you and meet your needs as Canadians. And we need each of you, now more than ever, to engage in the process to shape whatever that future may be.
So, I’ll start off with a quick overview of what the CRTC is and what we do. Don’t worry. I know none of you are lawyers or regulatory experts so I’ll keep it high level and brief.
I'll then talk a little about two major items that are at the top of our agenda these days: our reviews of the CRTC’s television policy and radio policy.
Lastly, I'll provide some insights about future employment in these industries: what are your prospects for finding jobs in a communications industry that is changing very quickly? What can you do to improve your chances of getting those jobs? I hope I can help you get started on the right path.
The CRTC in Brief
So what is the Canadian Radio-television and Telecommunications Commission?
First…the facts. In 1968, Parliament established the CRTC as the federal regulator of radio and television broadcasting. In 1976, the mandate of the CRTC was expanded to include telecommunications. Traditionally, we have had two governing statutes: the Broadcasting Act and the Telecommunications Act.
On July 1st of this year, we will gain additional powers that I'm sure will be welcomed by Canadians: Canada's anti-spam legislation comes into force and we will be partly responsible for enforcing it. We also administer the National Do No Call List and have established rules for unsolicited telecommunications. More recently, the Government of Canada has proposed adding oversight of robocalls during election periods to our mandate, but that legislation is currently being studied by Parliament.
In short, our mandate is growing as we mature as an organization and the country transitions to its digital future.
The impact of the CRTC is evident in various ways across both industries. For example, the first Chairman of the Commission was Pierre Juneau. He is credited with the introduction of Canadian content regulations. The annual Juno Awards, celebrating the best in Canadian music, were named after him.
But it’s impossible to truly understand the role of the Commission without understanding the historical development of communication regulation in this country. How many of you are aware that the CRTC wasn’t even Canada’s first communication regulator? A credible argument could be made that it may not be the last. How has Canada’s history shaped our view of broadcast regulation?
As crazy as it may seem to most of us, there was a time when there was no Internet. I grew up without the Internet, probably one of the last generations that ever would. There was also a time without satellites or cable TV or cellphones. Decades ago, media operated using only airwaves—I’m sure you’ve heard your parents tell stories about rabbit ears and how they worked. Airwaves—or spectrum—are a public resource. What that means is that each of us in this room, every Canadian, owns a little piece of it. Its proper use is managed by the government on our behalf in the public interest.
Ultimately, it is this focus—the public interest—that created the need for a broadcasting and telecommunications regulator. The public interest is what continues to guide the CRTC today.
But let’s get back to the era of over-the-air broadcasting.
Due to concerns that American signals were crossing our border and because spectrum is a scarce resource, the Canadian government set up regulatory regimes to issue licences to operate either television or radio services. The goal was to protect our cultural sovereignty and manage the use of spectrum to minimize interference.
People would come in and make a case for how their programming would best serve their respective communities. If they were successful, they would be awarded a licence – originally, by the first regulator, the Board of Broadcast Governors. That process, in essence, still exists today when people apply to the CRTC for a broadcast licence.
Our television system began with the CBC long ago, and slowly grew to include private broadcasters, community broadcasters, cable channels, pay and specialty channels…and, some would argue it should also include Netflix. But I’m getting ahead of myself…
As an administrative tribunal, the CRTC must act in a non-partisan fashion. It functions at arm's length from the government; we are not a government department nor do we represent the views of the government of the day. But we are part of the institution of government and subject to all of the financial and management rules as other departments.
So our voice is our own. Our decisions are based on sound research and on the information we gather through public proceedings that may be open public hearings or via written submissions.
Anyone can participate and everyone is encouraged to do so. The Commission is a specialized governmental agency created to implement specific legislative policy.
Television
Now let’s talk about television regulation. I don’t need to tell you that the television industry is changing very, very quickly because of rapid developments in digital technology. I’m sure many of you use a variety of these technologies on a daily or weekly basis. It suffices to say the impact of these new technologies and platforms on the television industry have been enormous.
Many years ago, we used to speak of television as an over-the-air service. Nowadays, the vast majority of Canadians—over 90%—receive their television programming from what we call broadcasting distribution undertakings—basically, cable or satellite companies.
But even that may be changing. Recent reports indicate a significant rise in the adoption of IPTV services and some Canadians—not many but some—are choosing to forego distributors altogether and rely on either Netflix or torrent sites. Cost is often cited as a justification.
Are those the only changes occurring in the television industry? Certainly not. We can now get our programming any way we want it—on traditional TV sets via cable or satellite, on the Internet through our computers, or anywhere at all on our smartphones and tablets. We can get it live or on-demand; we can record it for playback whenever we like. And it comes from all over the world. Television itself is becoming a mobile experience wrapped in a shell of social engagement.
A little earlier, I described at a high level how we conduct our licensing process. There is a reason why licensing developed in this way. It gave the Commission control over who had access to markets, whether local, regional or national, in order to ensure that each segment of the industry could thrive.
In reality, there are primarily two ways to make money in the broadcasting industry: advertising or subscription fees. Some broadcasters are allowed access to only advertising, such as over-the-air television and radio stations. Some broadcasters are allowed access to only subscription fees, such as HBO Canada or The Movie Network. And some broadcasters are allowed access to both, such as TSN or other specialty services.
Why do we care if these services thrive? It has allowed us to create a ‘virtuous circle’ of support for Canadian programming. In exchange for their licences, each broadcaster is required to contribute monetarily to the creation of Canadian programming as well as through its exhibition.
The more Canadians watch Canadian television, the more money Canadian broadcasters are able to earn and the more money they can invest in the creation of the Canadian programming. That’s the ‘virtuous circle’.
This is good for job creation, economic activity and industry growth.
But it works both ways. If people leave the broadcasting system to seek out their programming or choose not to watch Canadian channels, there is less money in the system and, correspondingly, less money to create Canadian programming.
Given the wonderful new access to programming that Canadians enjoy on many different platforms, the CRTC believes that the time is right to ask Canadians what they truly want from their television system. Last October, we launched an initiative called Let’s Talk TV: A Conversation with Canadians. Its purpose is to provide Canadians with an opportunity to tell us what they think of our television system and how they would like to see it improved.
I do hope that many of you took part in that first phase. However, if for some reason you couldn't, you do have another opportunity. As part of phase two, launched on February 18, the CRTC published a report of the comments it had received from the public during the first phase. It then used this data to build an interactive questionnaire that now invites Canadians to offer a more in-depth and personal evaluation of specific issues. I encourage you to get involved—you can find the questionnaire on our website.
All of the information collected by the CRTC during the first two phases of the Let’s Talk TVwill be used to identify the issues that will be examined during the formal public proceeding to be held in September. Please participate and tell us what future you see for television broadcasting in this country.
Radio
Now let’s talk about radio. The landscape in radio has also changed significantly over the years. Canadians now have many new digital ways of listening to their favourite musical artists. Sixty percent of Canadians own a portable music player, such as an iPod, almost half own a smartphone and just under a quarter own a tablet.
As I’ve said in other speaking engagements, despite these competitors, radio appears to be very resilient—it just keeps chugging along.
But let’s take a closer look at the equation. Traditional radio broadcasters are no longer our only source for musical entertainment:
- You can subscribe to SIRIUS XM Canada online, which delivers over 100 channels, as well as its satellite service
- Rdio claims on its website to have a catalog of 20 million songs, all of which are accessible to Canadians
- Slacker and Songza offer a massive music library from which to select while also making available talk, sports, news and entertainment programs
- Apple plans to introduce iTunes Radio to Canada, likely this year, and
- The connected car will soon become a Canadian reality, challenging radio where it has always been dominant.
Does this mean the end of traditional radio broadcasters in communities across the country?
On the one hand, the answer would appear to be no, if you consider a recent Nielsen report that indicates that 61% of Canadians tune in to terrestrial radio to discover music that is new to them. Canadians have also been vocal about the value they attribute to local programming and few media embrace the local as well as traditional radio. Lastly, it is important to note that it is difficult to compete with radio’s business model: its programming is offered free of charge to listeners.
When Canadians can slip into their cars, flip a switch and receive quality programming without paying a dime, it becomes an easy and welcome habit. It would take a quality offering to move them away from such a service.
On the other hand, if you are a traditional radio broadcaster, a disturbing trend is emerging. Surveys indicate that radio listening is much less popular among Canada’s youth. This trend is particularly prevalent within the 18 to 24 age group, which is basically…most of you.
This is problematic from a long-term perspective because media consumption tends to be habitual. How you consume programming when you’re young tends to be how you prefer to consume programming when you get older. Not always, but often. If the habit of listening to radio isn’t formed now, it doesn’t bode well for the future.
And, as I mentioned earlier, the connected car is coming. Car manufacturers across North America are installing touchscreens and routers in their vehicles that allow drivers access to programming and applications from around the globe.
Google has trumpeted its Open Automotive Alliance, in which it is attempting to make Android the future OS platform of choice for connected cars. Here in Canada, Rogers has spoken about making the automobile a Wi-Fi hub for its users.
There is no sense that, amongst these new options, the continued installation of radio receivers will be an ongoing priority.
Obviously, Canada’s radio industry is going to have to adjust and adapt to their new digital reality if they're going to survive. At the CRTC we're confident that, through greater innovation and ingenuity, they will continue to contribute to our strong and healthy radio marketplace.
This past October 30, the CRTC called for comments on a targeted policy review for the commercial radio sector. It is a targeted review as the CRTC determined that a complete review of its key regulatory requirements was not necessary at this time. The commercial radio sector has remained stable, both financially and in terms of tuning, since the CRTC’s last policy review in 2006.
The objective of the current review is to streamline some of our approaches so that we can regulate the industry in a more efficient and effective manner.
We invited comments on the possible implementation of HD Radio technology in Canada and, more broadly, what the digital future of radio resembles, as well as a variety of other subjects.
This radio policy review and our Conversation with Canadians on television policy are good examples of the major challenges we face. We must ensure that broadcast regulation keeps pace with the rapid changes we're seeing in technology, the economics of the industry and the expectations that Canadians have of their broadcasting system.
Employment Opportunities
So what does all of this mean for you? You’re here in this program presumably because you’re passionate about broadcasting and will be seeking a career in Canada’s communication industry. Well, again, let’s start with the facts.
Our communications industry continues to be strong and dynamic—in many ways, the envy of other countries—despite having gone through the recent world-wide economic downturn.
In 2012, total revenues for Canadian commercial radio stations reached $1.62 billion. These companies employed 10,050 people and paid $681 million in salaries.
Total revenues for Canadian conventional television stations—Global, CTV, etc. —reached $16.8 billion. They employed 6,343 people and paid $537.2 million in salaries. If you were to include the whole production sector, you would be looking at close to 60,000 employees. The bottom line? The opportunities in this industry are there.
Now, let’s talk about how you can find them.
To help you on your journey, I took the liberty of reaching out to senior executives of many large and small broadcasting companies—radio and television—and asked them what advice they would give to you as you embark upon your career.
I received some excellent responses and picked the ones I deemed the most helpful to you to relay. There was simply too much advice to convey in one speech – a reflection, I hope, of the many different ways to experience success in these industries. Remember: don’t shoot the messenger. These suggestions come from the broadcasting industry itself.
First, the advice that is equally applicable to both television and radio. At the outset, it's very useful to define your own interest in the field.
Do you see yourself on the creative side or the business side?
Do you want to tell stories you are passionate about or invest in others who want to do that?
Do you want to be on screen, such as a program host, or do you want to be the “puppeteer” behind the scenes, masterfully organizing a production?
Do you want to fly down to LA annually and buy appealing programming from the major studios or negotiate exclusive appearances by famous musicians?
Do you want to balance the books and see your profits grow?
Do you have an interest in some or all of these activities? Ask yourself what it is you want to do—because you can’t do them all.
Once you complete your education here, there are basically four routes you can take as your next step:
- You may choose to develop your abilities through further education — such as a Master's program in media.
- You can look for work in the production sector: film, TV, radio or digital media. A job as a production assistant, for example, can give you some very useful experience.
- You can look for work in the broadcasting sector. There's work to be done in areas such as programming development, sales and schedule management; or
- If you're interested in the policy side of the industry, you can seek opportunities with the funding agencies - FACTOR or the Canada Media Fund, for example – and public-sector bodies, such as the CRTC.
So now that you’ve decided what it is that you want to do, how do you intend to do it?
Before I get to the industry-specific advice, I would like to convey some thoughts with respect to the attitude and attributes employers are seeking in new employees. Attitude will often be your differentiating factor against other candidates when lacking experience. At this stage of your careers, your attitude is your personal brand—take it seriously.
Generational differences between employees are something that is receiving a lot of attention these days. Millennials see the world considerably differently than older generations, such as Baby Boomers. You typically have different priorities, value different traits in fellow employees and have differing skill sets. Technology is a perfect example. There will be a technological knowledge disparity between younger and older colleagues. This may lead to some measure of frustration on your part.
I myself work with colleagues who are, in some cases, old enough to be my parents and we, on a fundamental level, do not always approach challenges in the same way due to the different ways that we view technology.
I’m here to tell you that it will be up to you to demonstrate adaptability in dealing with older generations. They will be your bosses when you join the work force so it’s up to you to bridge the communication gap.
Yes, you may experience some frustration but, if you keep an open mind, you’ll soon see the breadth of knowledge possessed by your older colleagues in terms of developing strategy, negotiating compromises and learning when to pick your battles. This will be a journey that will likely take the better part of your career. These are, however, essential leadership qualities.
In that vein, please take these suggestions to heart:
- Be positive, willing and adaptable. Don't take rejection personally and don't be defensive. Your willingness to be collaborative in a team environment and do what is asked of you will make you a desirable colleague/employee.
- Know how to express yourself—your ideas, your thoughts and opinions, what you like (and don't like) as a content consumer and, specifically, why.
- Familiarize yourself with the various funding models that apply to different genres and platforms. While these are creative sectors, they’re still about making money—so learn to understand the competitive environment in which your industry operates.
- Know your market and know it well. Know the players, know your audience, know their priorities. Read as many trades as you can. What do you do with this information? Think about how you can solve a problem for a potential employer. People like to have their problems solved. If you come with a solution in hand, people will listen.
- Learn how to formulate and pitch an idea concisely and persuasively and, in particular, learn, understand and implement the basic principles of good storytelling.
So you’ve defined your interest, chosen your route and begun taking your personal brand seriously. What’s next? Now, it’s time for action. I’ll start with the television industry.
On the production side, being a production assistant provides invaluable experience. Start by contacting production companies and inquiring as to whether they have need of one. The Canadian Media Production Association (CMPA) can direct you to some potential openings.
I note that, at last week’s Prime Time in Ottawa, I saw a number of you at the event so it appears you’re familiar with what access and exposure the CMPA can provide.
The Canadian Film Centre and the National Screen Institute also offer post-schooling programs that give you hands-on experience. Internships at broadcasting companies are often available though they tend to only last a couple of months. They do, however, get your foot in the door and any experience is better than no experience. Hands-on experience as an intern, volunteer or gopher is essential; once you’re there, watch what everyone is doing on a production and ask them about their jobs. Build your personal brand.
And no matter what path you choose, see if you can get yourself some mentoring. It's invaluable from a networking perspective. A number of organizations have mentoring programs:
- The CMPA
- Canadian Women in Communications and Technology
- Women in Film and Television, and
- Mentoring programs at schools, such as Ryerson.
Provincial broadcasting associations also often hold career development days through which you can gain access to industry professionals. In this respect, I note that the Ontario Association of Broadcasters is holding its annual career development day on Monday, March 3 in Toronto on Bloor Street at the Rogers Media building. I strongly suggest that you register and attend.
On the radio side, determine whether your interest lies in spoken-word programming or music programming. In either case, you will need to be adept at connecting with local audiences through social media.
If you want to be an on-air host, you will need to develop the ability to connect the story to the listener. Radio’s particularly local character requires a nuanced approach to connecting with communities that is based on finding that deeper understanding of the communities that the medium serves.
And most of all: practice, practice, practice. Don't forget that there are 170 community and campus radio stations across Canada. If you aren't already volunteering at one of them, go and do it. You'll pick up some valuable experience and it can only help you as you search for job opportunities.
And, of course, you can simply ignore all of my advice, build an app and sell it to Facebook for $19 billion. As I said it at the outset, this is your system. Make it what you will. Don’t be limited by the opportunities presented in these industries.
Do you have any idea how different the world will be in ten years? Cars will be self-driving. There will be weather balloons in the clouds that give free Internet access to entire continents. 4K TVs will be commonplace. And you and I will likely be clones (just kidding).
I sincerely wish you all tremendous success in your future endeavours. Maybe I will see some of you working at the CRTC. On that note, thank you very much. I would be happy to answer any questions you may have.
- 30 -
Contacts:
Follow us on Twitter @CRTCeng
Media Relations:
Media Relations, Tel: 819-997-9403, Fax: 819-997-4245
General Inquiries:
Tel: 819-997-0313, TDD: 819-994-0423, Fax: 819-994-0218
Toll-free # 1-877-249-CRTC (2782)
TDD - Toll-free # 1-877-909-CRTC (2782)
Ask a question or make a complaint
This document is available in alternative format upon request.