Task force to undertake comprehensive study of cultural diversity on Canadian TV

Responding to pressure from the CRTC, the Canadian Association of Broadcasters (CAB) announced late last week that a task force would undertake "one of the most comprehensive studies on cultural diversity ever done." It is charged with developing best practices and coming up with baseline data that will be used to measure the private television industry’s progress in ensuring that television screens aren’t filled only with white faces. The CAB is billing itself as being proactive, but it was the regulator that ordered the association in 2001 to do something about the inaccurate reflection of Canada’s ethnic communities on Canadian television. The task force, comprised of industry and non-industry players, expects to have a report summarizing its findings ready by mid-July, according to Madeline Ziniak, VP and station manager for Omni Television and co-chair of the task force. The report will be filed with the CRTC. "This is the right time and a very important time…for the broadcast industry to keep up with the demographics of Canada. Really, this a new opportunity within the last 20 years for moving forward to get things done as quickly as we can," Ziniak tells Canadian Communications Reports. Along with conducting a comprehensive review of all existing studies on cultural diversity and minority representation in broadcasting, the task force will undertake consultations with key stakeholders. "We plan informal consultations with an extensive list of the committees, councils and individuals that committee members have interacted with over the years," Ziniak notes. "But certainly we’re open to hearing from other community groups and independent producers..." In determining the current state of portrayal and representation of cultural diversity on private television, the nine-member task force is working with research firm Solutions Research Group and law firm Johnston and Buchan LLP. Ziniak notes that Solution Research Group will also be conducting one-on-one interviews with leaders in the community and key organizations. She notes, "This is not a new issue, and that’s why I think in the past many of these organizations, like the Canadian Ethno-Cultural Council or the Race Relations Foundation, have certainly looked at this issue in previous years. The reflection of diversity as it stands in Canada is a long-standing issue, and many organizations have been wanting to contribute to progress in broadcasting. Finally, we have the opportunity to do so." The launch of the study was announced at the Canadian Film and Television Production Association’s annual conference on February 6 by CAB executive VP of policy and regulatory affairs Sylvie Courtemanche. "This issue is an important issue for the CAB and that is why the CAB’s Task Force on Cultural Diversity has taken an extremely pro-active approach on the issue." After the task force has completed its research, the CAB will move toward establishing a Cultural Diversity Governing Body, which will oversee the adherence by private broadcasters to the best practices and monitor industry progress (CCR, Oct. 26/01; CCR Update, Aug. 8/01). The CRTC ordered the CAB to tackle the issue of cultural diversity in August 2001. When it granted licence renewals at that time to CanWest Global Communications Corp. and CTV Inc., the commission directed Canada’s two largest private TV networks to participate in and financially support the cultural diversity task force. Other industry members of the task force are Elaine Ali, senior VP of CTV Stations Group; Sarah Crawford, VP of public affairs at CHUM Television; Rita Cugini, VP of regulatory affairs and business development for Alliance Atlantis Communications Inc.; and Philippe Lapointe, VP of information and public affairs at TVA and LCN. The non-industry representatives are co-chair Beverley Oda, a former CRTC commissioner; Stefany Mathias, hereditary chief of the Squamish Nation; Marie Anna Murat, a freelance journalist of Haitian decent; and Raj Rasalingam, president of the Pearson-Shoyama Institute.

Task force to undertake comprehensive study of cultural diversity on Canadian TV

Broadcast | February 13, 2003

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