ACTRA calls for a ‘national media strategy’ focused on content

Canada needs do develop a “national media strategy” focused on Canadian content in the digital age, the Alliance of Canadian Cinema, Television and Radio Artists (ACTRA) told the House Standing Committee on Canadian Heritage Tuesday. ACTRA spoke before the committee as part of its study on emerging and digital media. “In order to seize the opportunities of this creative economy and compete in an increasingly digital and borderless world, we need your leadership. Canada needs a national media strategy,” Tyrone Benskin, ACTRA national vice-president, told the committee. Steven Waddell, ACTRA’s national executive director, told The Wire Report following the meeting that a media strategy is important and that the government could begin with its national digital economy strategy. Industry Minister Tony Clement is expected to release a discussion document on the digital economy in early May in preparation for upcoming public consultations on the matter. “There’s been a lot of focus on technology and infrastructure, but let’s also talk about what’s in the pipes. We’re hopeful that at least a third of a digital strategy that is going to be launched will look at content providers and creators,” Waddell said. Benskin said that, ideally, a media strategy should have four key components: restricting foreign ownership limitations to protect Canadian content; investing in Canadian content creation; introducing a modern regulatory framework to ensure there is shelf space for Canadian content; and amending the Copyright Act to give audiences access to the content while ensuring creators are compensated. Benskin said that while the newly launched Canada Media Fund (CMF) is a step in the right direction, it is not “new money.” “For Canada’s digital media industry to thrive, it needs enhanced long-term government investment,” he said. “CBC, Telefilm and the NFB also need clear mandates and stable public funding to ensure that they are again leaders in telling Canadian stories in this new digital world.” Benskin also suggested that the government offer incentives for advertisers to support websites featuring Canadian content. Waddell suggested that Canadian content creators could be compensated by extending Canada’s private copying regime to cover digital media players. He said imposing a levy of $2 to $25 per device, depending on its storage capacity, could result in the collection of hundreds of millions of dollars for a fund dedicated to Canadian artists and record labels. On April 14, the House opposition parties voted in favour of a motion to extend the levy to digital music devices, but the Conservative Party opposed the idea, calling the levy proposal a tax on iPods. Waddell told the committee that he has been surprised by the federal government’s opposition to the levy, saying it is an “attack on Canadian artists.” Conservative MP Dean Del Mastro reiterated the Conservative government’s opposition to the levy at the committee hearing. He said imposing a tax on digital music devices would be unfair because they can be used to store data and other content as well as music. kfournier@thewirereport.ca

ACTRA calls for a ‘national media strategy’ focused on content

Broadcast | April 27, 2010

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