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Lecture

Media, Information and Technoculture 2000F/G Lecture Notes - Music Of Canada, Canadian Content, Blue-Collar Worker


Department
Media, Information and Technoculture
Course Code
MIT 2000F/G
Professor
Daniel Robinson

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Radio and Canadian Recording Industry
MIT 2000
-Slide 2: CDN/US Content
-production values higher with US content. It just seemed “to flow better” than
Canadian stuff.
-Most of the public affairs programming was Canadian by late fifties, but most of the
comedies and dramas were American.
-Slide 3: CDN Content Regulation (1960)
-55% of airtime for broadcasters in Canada has to be Canadian programming.
-This seems great, most of our viewing should be Canadian. But this isn’t taking into
account that most people watch TV in the evenings. So most of viewership would watch
American programming still.
-They started creating cheap Canadian shows, especially game shows like Let’s Make a
Deal, in order to fulfill this requirement.
-“imports cost less and earn more” Cheaper to buy the licensing rights for American
show instead of producing your own show, plus the viewership tends to be higher for
American show so you can charge more in advertising. Economic formula that makes
sense; they’re not anti-Canadian, they just know that it makes more sense to not
produce Canadian shows.
-Slide 4: Canadian Content Regulation Today
-Content requirements have increased to 60% and 50% of airtime from 6pm-midnight
must be Canadian.
-Problem with this?
-They start fulfilling this requirement with News (News at 6pm, news at 11pm), election
coverage, etc.
-CDN shows are based on the national origin of the production team, solely. CDN shows
don’t have to be ‘set’ in Canada. As long as the producer and 75% of the postproduction
is shot/funded in Canada, it can be called a “Canadian” show. In addition to this you
need 6 points: CDN director = 2 points, screenwriter = 2 points, CDN highest paid
actor = 1 point, etc.
-It’s about the nationality, not the content.
-Specialty channels have different types of licensing arrangements for Canadian content
(MuchMusic is 30% canadian)
-Slide 5: CDN radio eras
-TV messes things up for radio. Radio found it hard to compete with television.
-Slide 6: Radio as Mass Medium 1930’s/40’s
-Slide 7: Challenge of TV, 1950s
-Challenge for radio is that the model for radio listening was often in the evening and
with family members, which TV replaced.
-Radio had to reinvent itself
-A lot of people thought that with TV, the radio would die.
-Obsolete technology today: fax machines. Many people thought that the radio would be
like this.
-They moved their advertising from national to local, because the audiences went from
national to local too. Move away from mass audience model to increasing ones of
market segmentation.
-Market Segmentation: How Secret deodorant decides right off the bat to exclude
men and market solely to women.
-Radio became local; TV is national
-By transferring to local advertising, it costed less for broadcasters
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