Despite appeal by Bell and NFL, ‘No SimSub’ Order could start in 2017
The rule only applies to rebroadcasts of U.S. stations, so Canadian stations playing the event can continue to play Canadian ads.
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TORONTO — Canada’s broadcast regulator has officially changed its rules to prevent broadcasters from swapping out U.S. commercials for local ads during the Super Bowl despite an ongoing legal dispute over its right to block Canadian advertising during the country’s most-watched television event.
The Canadian Radio-television and Telecommunications Commission (CRTC) issued a distribution order Friday to stop simultaneous substitution during the National Football League championship event as of 2017. Simsub, as it’s known, temporarily replaces the signal of an American channel rebroadcast in Canada with a local channel showing the same program and is used to show local commercials.
This could mean Canadians will be able to watch U.S. ads — the CRTC dubbed these an “integral element of the event” — during the Super Bowl for the first time next year. The CRTC first announced plans to get rid of simsub during the Super Bowl in 2015 citing consumers’ desire to see the flashier American ads. The rule only applies to rebroadcasts of U.S. stations, so Canadian stations playing the event can continue to play Canadian ads.
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