Perhaps co-operation is the key
GATINEAU – Arguments that the British Columbia market isn’t big enough to support two distinct radio broadcasters don’t hold water, according to First Peoples Radio.
Debra McLaughlin of Strategic Inc., a firm that did work for FPR on its application, noted under questioning during the company’s reply to the CRTC’s Aboriginal radio licence hearing on Wednesday, the last day of the proceeding, that advertisers, in fact, are likely to spend more money in the smaller markets than the big cities. (Cartt.ca covered the first two days of the hearing here and here.)
Indigenous Canadians in the small markets “are the people that they’re trying to reach in regards to their proactive environmental stance, their activities around sustaining the land or supporting those people,” she said. “Those types of accounts would be less likely to spend in downtown Vancouver or in downtown Toronto so there is a clear divide.”
In its reply, FPR, which is backed by Aboriginal Peoples Television Network (APTN), also addressed matters related to its revenue projections. Some had argued that they were too ambitious. Jean LaRose, CEO at APTN and FPR, argued though that they are in fact conservative.
“Our revenues and anticipated rate card and expenses are below market averages, and would rank us in the bottom third of each market. This is not overly ambitious,” he said.
Northern Native Broadcasting (NNB) had argued throughout the hearing that licensing any other entity would jeopardize the revenue stream of its Terrace BC radio station. Ron Bartlett, general sales manager for NBB reiterated on Wednesday that the advertising pie in the British Columbia market is only so big and two players will make it increasingly difficult for commercial success.
“If you have two players instead of one in that province, (the advertising pie is) being split so it would directly affect our current CFNR Northern Native Terrace operating budget,” he said. “If we’re splitting that pie in half, it would cost us, directly impact us right now between $100,000 and $150,000 in sales.”
In its reply VMS Media Group shot back at criticisms that its Calgary and Edmonton stations would be nothing more than ethnic services with a little bit of Aboriginal programming. The ethnic component would largely consist of programming for those of South Asian heritage.
Jodi Stonehouse, head of Aboriginal programming highlighted the extent of VMS Indigenous language offering. She noted that VMS proposes to broadcast the most Aboriginal spoken word programming of all applicants at 17.6 hours each week. As well, it plans to offer 63 hours each week of “pure North American Indigenous content.”
“But where we have ethnic programming to support these key Aboriginal commitments, other applicants have mainstream country music, or pop music,” she said.
“Let’s stop this divisive competitive process and start working together instead of against each other. Let’s get the Canadian Association of Aboriginal Broadcasters active again. Sharing programming and advertising opportunities.” – Bert Crowfoot, AMMSA
Bert Crowfoot, chief executive at the Aboriginal Multi-Media Society of Alberta (AMMSA) argued in his reply that the time is now, after previous failed attempts, to create a near national Aboriginal radio service in Canada.
“Let’s stop this divisive competitive process and start working together instead of against each other. Let’s get the Canadian Association of Aboriginal Broadcasters active again. Sharing programming and advertising opportunities,” he said in his opening remarks on Wednesday. He pointed to the talk of all or nothing with respect to the licences, but add that it 2017, “there is a need for a strong Indigenous radio service.” he said.
By relying on the tried and tested model of regional-based licences, the Commission could lay the foundation for this national service. To do so, though, the CRTC would have to licence NNB in Vancouver, AMMSA in Calgary and Edmonton and FPR in Toronto and Ottawa.
“Add to this, the strong regional Indigenous broadcasters in Saskatchewan and Manitoba and we have over a hundred years of Indigenous broadcasting experience. Now that is a powerful national Indigenous voice,” said Crowfoot.
It was generally agreed during questions that the Commission will have to license applicants that are best positioned, from both programming and business standpoints, to serve urban Aboriginal populations in the five markets. The lone holdout was Wawatay Native Communications Society. John Gagnon, CEO, acknowledged that a strong business case is important but so too are the cultural, language and environmental components.
“This business model doesn’t happen without the language and the spirit of the people,” he said, adding that no other applicant is better suited to serve its peoples than Wawatay.
This underscores the challenge ahead for the Commission as it studies the record of the proceeding with the goal of choosing the right applicants.
