The Power of Canadian Creativity: Examining the Importance of Canadian Content

Canadian Content Rules and the Challenge of Redefinition

The Canadian Radio-television and Telecommunications Commission (CRTC) faces the daunting task of redefining Canadian programs as part of the government’s Online Streaming Act. This new legislation aims to apply the Broadcasting Act to foreign streaming services and support Canadian creators, Indigenous voices, equity-seeking groups, and independent, local, and community media. However, redefining Canadian programs presents a unique challenge. Historically, Canadian content has been defined as content made by Canadian creators, such as actors, writers, directors, and producers. Yet, producers often retain the copyright on their projects, and foreign streamers may want to control the intellectual property (IP) themselves.

To address this issue, the CRTC may consider adding points for identifiably Canadian themes or locations to discourage pan-national content. However, this raises difficult questions. Unlike the British system, which measures creators’ citizenship and awards points for identifiably British elements, Canada has avoided editorial requirements in its content regulations. This has led to puzzling anomalies, such as the TV series “Handmaid’s Tale,” shot in Canada and based on a celebrated Canadian novel, not being considered Canadian content while “Paw Patrol: The Movie” is.

The Philosophical Underpinning of Canadian Content

While conservative commentators often mock Canadian content regulation, proponents rarely offer philosophical discussions beyond the idea of telling Canadian stories to Canadians. However, the question of why Canadian content is needed in the first place deserves exploration.

The author, , a former theatre critic, shares his own experience to explain why Canadian content matters. He highlights the importance of having living Canadian writers involved in the creative process of theatre. He asserts that the presence of Canadian playwrights in the rehearsal hall contributes to a theatre that feels alive and distinct.

Felsenthal argues that the need for Canadian content is a matter of self-respect. He criticizes the practice of Canadian broadcasters boasting about the abundance of U.S. TV shows in their lineups during the annual season launches. The reliance on simulcast U.S. content and the relegation of Canadian shows to the margins perpetuates cultural stagnation and a lack of originality in Canadian television.

Subsidy and Regulation: A Matter of Fairness

Critics of Canadian content regulation often claim that it reflects weakness and implies a judgment on the quality of Canadian film and television. However, Felsenthal emphasizes the economic realities of the entertainment industries. It is more cost-effective to acquire the rights to U.S. shows than to produce new Canadian content. Streaming services have not changed this economic dynamic, leaving Canadian programming at a disadvantage.

Felsenthal argues that subsidies and regulations are a matter of fairness. He posits that while cosmopolitanism plays a significant role in cultural production, community is also essential. Cultural regulation ensures the presence of local content amid global offerings, catering to Canadian tastes. The Online Streaming Act aims to address this imbalance by requiring foreign-based streaming services to contribute to local production if they generate revenue in Canada.

The Role of Cultural Policy and Canadian Identity

Felsenthal delves into his exploration of cultural policy through the Atkinson Fellowship in Canadian public policy journalism. He challenges the notion that television or film can directly build a Canadian identity and emphasizes the complex relationship between media and cultural or national identity.

While linguistic diversity has suffered due to American TV’s influence, Felsenthal argues that regulations can protect languages like French and Indigenous languages in Canada. Quebec, in particular, supports the new act to ensure the presence of original French-language content on streaming services. However, the impact on English Canada’s diverse cultural identities might not be substantial.

Felsenthal’s research highlights the centrality of the arts in society, emphasizing their role in teaching empathy, transmitting values, and outsourcing social risk through dedicated performers. He likens the lack of access to a living culture to the absence of hospitals or a local food supply. For Felsenthal, Canadian content is essential to our humanity, and without it, our media diet lacks a sense of place and identity.

Editorial: Asserting Canadian Creativity and Importance of Canadian Content

The redefinition of Canadian programs by the CRTC and the Online Streaming Act’s inclusion of foreign streaming services in Canadian content regulation marks a crucial moment for Canadian creativity. It presents an opportunity to preserve and strengthen local cultural production in a rapidly evolving media landscape.

Canadian content regulations have often been criticized and misunderstood. Some view them as unnecessary protectionism or a reflection of inferior Canadian content. However, as Felsenthal argues, the economics of the entertainment industry pose challenges for Canadian programming. Without subsidies and regulations, the dominance of foreign content would continue, leaving Canadian creators sidelined and limiting the diversity of storytelling.

Canadian content should not be seen as parochialism but as a manifestation of Canadian confidence and a commitment to self-representation. It is about asserting our cultural sovereignty while recognizing the power of the global landscape. By embracing Canadian content, we ensure that our unique perspectives and stories are heard, contributing to a vibrant cultural mosaic that celebrates diverse identities and experiences.

Advice: Nurturing Canadian Creativity and Supporting Canadian Content

To foster Canadian creativity and support Canadian content, several steps can be taken:

1. Invest in the Canadian Media Fund: Strengthen financial support for the Canadian Media Fund, which provides funding for the development, production, and promotion of Canadian content across various platforms. Increased investment will enable Canadian creators to compete on a level playing field with international productions.

2. Encourage Partnerships and Co-productions: Foster collaborations between local and international production companies to create compelling content that resonates globally while maintaining Canadian influence and perspective. Co-productions can bridge cultural divides and enhance the profile of Canadian creators in the global market.

3. Expand Promotional Efforts: Increase efforts to promote Canadian content domestically and internationally. Enhancing visibility through marketing campaigns, film festivals, and streaming platforms will attract audiences and generate interest in Canadian storytelling.

4. Support Independent Production Companies: Provide financial incentives and resources to independent production companies. These companies often take risks and produce innovative content that showcases Canadian talent and narratives. Supporting their endeavors will lead to a flourishing independent creative scene.

5. Enhance Arts Education and Training: Invest in arts education programs and support the development of Canadian talent across various artistic disciplines. A comprehensive approach to arts education and training will nurture the next generation of Canadian creators and strengthen the country’s cultural landscape.

By taking these steps, Canada can cultivate a thriving creative industry that reflects its diversity, values, and unique perspective. Embracing Canadian content is not a limitation but an opportunity to showcase the breadth and depth of Canadian talent to the world.