GATINEAU – On the first day of the CRTC’s hearing into new licences for Aboriginal radio stations in several large Canadian markets, it heard there are a number of ways urban Indigenous people can be served. Some of the applicants advocated for a largely spoken word and news format while others suggested a combination of music, news and spoken word would be best.
The CRTC is looking to license radio stations in Vancouver, Calgary, Edmonton, Toronto and Ottawa after it revoked the licences from Aboriginal Voices Radio (AVR) following multiple instances of non-compliance with its license terms.
Aboriginal Multi-Media Society of Alberta (AMMSA) argued in its appearance that a combination of music, with some spoken word would best serve the diverse interests of Indigenous peoples in the Calgary and Edmonton markets.
The organization proposes to implement a format in these two markets that mirrors its existing Edmonton country music station (CFWE-FM) but with changes to reflect a younger demographic. This would involve rock, pop and hip hop music from Aboriginal artists as well as longer form interviews.
The proposed Calgary radio station would serve First Nation peoples in the languages of Blackfoot, Nakota and Dene. The firm’s existing Edmonton station serves primarily Indigenous people who speak Cree.
AMMSA said under questioning that while news and spoken word programming won’t make up a big part of the lineup, there is flexibility built in that allows for interviews to run as they need to. Boyd Leader, director of radio at the organization, noted that while there are officially four hours of news in the schedule, there are newsmakers spots that can provide more news related programming.
While AMMSA believes a primarily music format with a little bit of spoken word would best serve Aboriginal Canadians in Edmonton and Calgary, VMS Media Group Ltd. argues that news and spoken word will do better. The company is, however, proposing a different path to Indigenous radio programming.
The business model is based on two critical elements, the first being the community’s desire for news and spoken word programs. The second is relying on the broadcasting cross-subsidy financing model. This is where VMS plans to combine the dual goal of reaching Aboriginal Canadians as well as those of South Asian heritage.
“We know the revenue generating potential of South Asian programming. We know we can make enough money off that programming to also serve other, smaller and underserved communities. In an ethnic station, those underserved communities would be smaller ethnic communities. In the proposed stations before you, the underserved community is the urban Aboriginal community,” said Suman Virk, a lawyer representing VMS.
“You’re carrying on the language, the culture, the traditions and you’re enabling people who are cut off.” – Mike Metatawbin, WNCS
VMS is also taking a page out of the community TV decision and opting to give access programs a try. The company has committed to provide a minimum of 20% of the Aboriginal programming as access programming.
Wawatay Native Communications Society, an owner of radio stations in Northern Ontario seeking licences for Toronto and Ottawa, also argued that a spoken word format would better connect Indigenous people’s living in southern and eastern Ontario. It’s a natural fit, they said.
“Spoken word is the key,” said Mike Metatawabin president at WNCS. “You’re carrying on the language, the culture, the traditions and you’re enabling people who are cut off (because they live in the cities).”
Wawatay is a well established radio station operator in northern Ontario. It provides radio programming to more than 50 communities in the Nishnawbe Aski Nation, and to First Nations in the Treaty 3 area through two city radio stations (Timmins and Sioux Lookout), with 35 local community stations affiliated to the network in Northern Ontario, said John Gagnon, chief executive at Wawatay.
To fund the startup of the two proposed radio stations, Wawatay said it has commitments from a couple of government agencies. The organization noted though that the plan is to be fully self-sustaining within seven years.
First Peoples Radio Inc., an affiliate of Aboriginal Peoples Television Network (APTN), argued in its appearance that there are two critical elements required for a successful Indigenous peoples radio station in urban markets. It must be able to compete with well established mainstream stations but also present Aboriginal music and news.
The first point means that popular mainstream music is a must and it can be used to give Aboriginal artists exposure by seeding their songs in with popular music.
“A playlist made up mostly of less well-known songs will not produce sustained listening. This is why it will be important to include a range of music.” – Jean LaRose, APTN
“A playlist made up mostly of less well-known songs will not produce sustained listening. This is why it will be important to include a range of music – some better known and more ‘mainstream’ than others – to engage audiences and to place new music tracks into a familiar format,” said Jean LaRose, CEO at APTN.
A minimum of 35% of all musical selections will be Canadian and among that 25% will be Aboriginal.
FPR has committed to nine hours of Aboriginal programming each week in each market. LaRose noted research conducted as part of the application showed that programming had to be mostly in English to ensure the success of the station. The Aboriginal language programming would be provided on an appointment basis.
Local content is also a big part of FPR’s proposal. About 70% of all programming will be local for each station and approximately 60% for a broadcast week. By the third year of the licence, the station will commit five hours of local Aboriginal language programming each broadcast week.
This, said Karyn Pugliese, a first director of FPR and executive director of news and current affairs at APTN, “will provide opportunities for the discussion of cultural and political issues that are current in local Aboriginal communities in locally spoken Aboriginal languages.”
FPR also talked about the synergies it can leverage as a result of its relationship with APTN and its associated national infrastructure. News is one area where the radio stations would benefit from being linked to the national TV service. While each station will produce its own newscast, they will be packaged and edited centrally by FPR which can then blend in local, regional and national news items relevant for each market.
The hearing continues on Tuesday with Northern Native Broadcasting presenting its case for a radio station in Vancouver. Applicants will also hear comment on competing proposals.
