Sponsor (Apr-June 1964)

Canadian contenl regulation, i thorn in the economic side ol ( .in. nli. m broadcast advertising, ,iIm> st.iikK in the shadow of a pro posed amcndmcnl I he change is proposed to provide foi the calculation ol ( 'anadian contenl on the ;>.imn ol I 1 rather than foui weeks; and for the permanent reduction in Canadian content from 5591 to 15 Jui ing thi I I week summer •J Ilk' regulation making 5591 quoi.i ol programing ( anadian in contout became effective for t\ in \pnl 1962 In the summer of that year, and again in 1963, the board gave temporal"} approval summci reduction to 45 "I his was granted," says Dr. Stewart, "parti) because of the hnancial position ol the second private television stations and parti) ion the representations of -ill broadcasters, including the (Canadian Broadcasting) Corporation, that the maintenance of ( 'anadian content during the summer presented acute difficulties " "The first argument," Or Steuart added, "no longer has an\ validity. I he second argument has some Perhaps because of the inside knowledge through which the BBG chairman can see the private tv segment as healthier than ever, •jnisis (it Toronto's Radio and I decision (lid) meeting in Quebec ("itv faring the CAB convention, and left little doubt that the status quo "as lar from ensOOBSed as far as the government "as concerned. "Wc ha\e adhered much too CMMet) to the Vmcrican tradition of non-intervention b) government." he said. Canada's great current tensions — in >»hich some believe "that even the 1 1 1 1 i t \ of the countrv has become unacceptable." and others "that the ur\ toiindation of our federal s\sM in should he reviewed,*1 and still •thers that "anv evolution towards ueomodatiii" Quebec's aspirations appears like a dishonourable concession— led the secrctarv to call this a "dialogue of the deaf so prcvdent that the voice of model ation. along with ins earliet prediction "i "an increase in the demand foi ad vertising tune on tele\ ision, an) permanenl reduction in sununei ( anadian content is hkeK not bj the UH( i as pursuing die I'. nh. i mental) objective to maintain and strengthen a ( anadian broadca service. Such a move will be made said Stewart. "onk with souk luctance." I he hoard does nut see the con tent quota as a perfect instrument, hut feels a should he enforced in absence of a better one Nor does the UH( . leel that the quota should he COntinuall) increased \ permanent reduction in the summer content quota also ma) not give the broadcaster the flexibilit) he possiM) expects. "We," Says Stewart lor the UH( r "have no reason to he permanent!) satished with some of the program ing to which Canadian content classification is now being given." Both Stewart and BBG vice chairman Carlisle Allison told SPONSOR that the) saw greater possibility lor the reduction of '■clutter" b) tinning public service spots out oi prime time areas I his beginning might break the deadlock over what might move first in reducing the aglomeration of messages in confined areas of broadcast time. In the int. hoth Vllison a: full) refused to «. 1 1 .1" ••• I lion would be taken with r the current frc ezc on li< ivith the ption oi h has been making points with drive to bring the kind ot qualit) pi.' letters, and scienc I • n ir<>m then tenOl and attitude on the subject, it is Spo thai the freeze will be continued, al I until 19( In the area ol ratings, Mlison who strong]) feels that the time pursuit ol ratings "ran down the qualit) of am broadcasts and Di SU wart said that, ttoin t; perspective, the industr) ind n i partite operated H m e a u Broadcast Measurement was ; forming well tor the agency, -^l User, and broadcaster. I here was nothing new in the areas ol piggy-backing, cigarette, and beer and wine advertising which has not alread) been discovered in the i nited States All in all. members from all Canada told Sponsor that this year held more promise than man) in the past, and from what Dr Stewart disclosed about the health of the industry, the growth broadcast advertising in ( anada is steady. ■ when it speaks, is harclv heard." Saving that the government must ensure ownership and control over Canada's means ot communication. Lamontagne called for better (anadian content including better "escapist entertainment." which has been an area ol difficult] tor stations competing against I nited States' product with (anadian content, especially in the border markets. Pinning part of the cultural responsibility of the nation with the broadcasters, the secrctarv saw the need for revision of the Broadcasting \ct of ll>58 as an aid to the industry, and said that cultural contacts between the differing parts ot (anada "ill not come about hv themselves. "the experience of other coun tries, with the possible exception of the found ilion studded I nited States, confirms our own." hi said, "this is whv I am convinced thai our cultural lile needs protection against deterioration and stimulous to improv eon nl. and that a di lib. rate effort to these iiuK, in which government must have a large rob-, is not onlv justified but is most urgenth required.*1 \n ith regard t<> nay*tv, M. I a montaync said thai "though not vet established lirmlv as a iiuiiiinrii.il television ssstem in the home, it has been making strides into thr cinemas . . . and . . . requires studv In lore a situation dots develop in (anada which mav or mav not Ik in the Ik si interests ol ( anadian broadcasting and tin ( anadian public." 196J