GroupM Canada, a media marketing company, today warned that changes proposed by the CRTC will result in significant job losses. GroupM Canada says barring Canadian TV broadcasters from commercial substitution would dramatically cut revenues.
GroupM chief commercial officer Stuart Garvie says the end of so-called simultaneous substitution would mean Canadian broadcasters could no longer afford to air TV shows and events from south of the border. The practice has frustrated Canadian viewers, particularly during major sporting events, when they are unable to see the advertisements that American watchers see, such as during the Super Bowl.
Bell Media‘s Mirko Bibic told the hearing that local stations, not just the big networks, should be allowed to simultaneously broadcast Canadian advertising while airing U.S. content.
“We need to not only maintain simultaneous substitution but should convert to a local specialty model and improve the protection of the Canadian rights market,” said Bibic.
Bibic said BCE, accepts that cable and satellite programming should be “unbundled.”
But he says complete unbundling beyond so-called “skinny basic” packaging would threaten the ability of TV networks and stations to create high-quality Canadian shows.