FEW FEEL THE turmoil in our industry like independent communications companies.
They lack the resources of the national cable, satellite and telco carriers and are quite small by comparison, of course – but their customers expect similar options (prices, services, broadband speeds, etc) that they see advertised by those big companies. Those independents also have to deal with the same regulatory and legislative change, negotiate contracts with programmers and others, and keep on top of the latest tech trends and new business opportunities, too.
Which is the reason why the Canadian Cable Systems Alliance exists and thrives. Working collectively, the CCSA members, all independent communications companies, help themselves (with the assistance of the crack CCSA staff) navigate the turbulent waters of the global media, entertainment and communications ocean. Pooling resources like this makes them far more able to punch above their weight and compete with the big guys.
One of the highlights of the year is the annual CCSA AGM, where Alliance members and others in the industry can gather and network, talk and learn. This year’s “Connect 2010” conference is scheduled for September 26-28 at the White Oaks Hotel and Conference Centre in Niagara-on-the-Lake. Register by clicking here or on the ad atop this page.
In advance of the confab, Cartt.ca editor and publisher Greg O’Brien chatted with Alyson Townsend, president and CEO of the CCSA, to get some additional insight on the conference program as well as what’s top-of-mind among her membership. What follows is an edited transcript.
Greg O’Brien: What made you pick (Donald Sull author of The Upside of Turbulence) as your keynoter?
Alyson Townsend: Somebody recommended that I read the book, and I found it really interesting. It’s about how when markets are turbulent, it’s an opportunity. And there’s probably no industry that’s more turbulent than the communications industry.
GOB: No kidding.
AT: So I really enjoyed the book and I went to his web site and thought, ‘You know, he’d make a really good speaker for the AGM.’ So I just titled my e-mail, ‘A Shot in the Dark,’ – because he lives in London, England – and asked whether he would be interested in speaking. He sent me back an e-mail in about half an hour, we chatted on the telephone, and he sounds like a really interesting guy, so he’s coming. He’s actually doing some other work (in the States) around the same time.
It’s always difficult to find a keynote speaker that can speak to all the different interests of the people who will be there. There’s the programming side. There’s the hardware side. There’s the CRTC and the regulatory side. Then there’s the cable side. So it’s a challenge to find somebody who can speak the language of all of those differences.
GOB: What’s the CTAM presentation going to be about this year?
AT: CTAM proposed that they’d depart from the panel idea this year, so their speaker is the same guy who does CTAM’s research. (He’ll have) a market research presentation on HD, DVRs, VOD, and the use of online content – all of the hot issues.
GOB: Are any of your members contemplating a TV Everywhere type of service?
AT: Oh, absolutely.
GOB: Any of them moving forward on it that you know of?
AT: We have a task force looking into it, into securing content and what the platform could look like. That’s a new initiative in the last little while, but we’re hoping to have a presentation on it at the AGM.
Now, the way that we’ve styled this (year’s conference) – because we heard from members that they really want the opportunity to spend more time with each other – is that Sunday will be a day for just members until the president’s reception that evening. We’ve styled the agenda really to suit that, so Mike Kelly is going to talk about the art of… securing good employees. Then we’ll do a little bit on the broadband initiative, which is what we’re calling that task force.
GOB: And Astral is going to be leading that… because their content is on broadband with several carriers.
AT: Right.
GOB: And then?
AT: And there’s the marketing show and tell, which is really members learning from members about what works in terms of marketing to their particular demographics. And then the president’s reception. The next day (Monday) is really for everybody, and that’s when we have the tabletop trade show, the keynote speaker and the CTAM speaker.
GOB: How is the trade show looking?
AT: Very good. Actually, all our registration is looking very well. We’re far ahead of where we were this time last year… And it’s members, so if the members come, everything works.
GOB: And Niagara-on-the-Lake is not too hard to get to.
AT: That’s true. and that’s part of the reason why we decided to do it again there. It’s also, I think, that having something for two years in a row allows you to iron out the bugs. Now it’s likely we’ll change the location next year.
GOB: Now this wouldn’t be the Canadian industry without some regulatory talk. What’s high on the agenda of your membership right now on that front and what they’re going to be talking about at the AGM? The digital TV transition, the copyright bill, and even the Digital Economy consultation? There’s a lot to talk about in the world of broadband.
AT: That’s right. Well, Chris (Edwards, VP regulatory) will be leading that conversation at the AGM, and we’re waiting for a number of decisions. The community channel one is high on the list of priorities for our members. But (Regulatory) seems to be a little quieter this year, which is a good thing. But we shall see. There is the whole fee for carriage thing, still, which probably our AGM may not be the best time to talk about it. We’d like to all get along then.
GOB: That’s an issue I’m a little tired of writing about.
AT: I know.
GOB: What about wireless? You’ve done a little work on that, but is that still something that the members are pushing?
AT: Absolutely. We are looking for a solution. We would really like to have a white label product. We made initial inquiries probably about six months ago, and basically told to come back again later. So we need some competition there.
GOB: The big guys would probably be the ones you’d approach because they’d be the ones with the networks in your markets.
AT: Right, but why would they white label it when they can just sell it as their own service? That’s what we have to overcome.
GOB: Some of your members have tried that before. I think Access sold Rogers Wireless for a while.
AT: And EastLink.
GOB: Yes.
AT: But it wasn’t truly white label. It was selling the Rogers service and it was confusing as to who owned the customer, so it didn’t work all that well from what I understand. What we would like to do is have a truly white label product that our members could brand and sell as part of their bundle.
GOB: And that’s still something that you’re working on.
AT: It’s something we’re seeking. We’re looking for a partner.
GOB: One of the wireless newcomers might be interested, but they just wouldn’t have network in a lot of places.
AT: Right, and they don’t have time either. Right now, they’re fighting for their life, fighting for survival – although we think this would be a good assist for them. But it’s hard to get their attention right now… I think there is an opportunity for a win/win situation, but it’s just hard to get in front of them right now. That’ll happen in time. But we want it to happen sooner rather than later.
GOB: I know one of your members, Westman, tried to get involved in the last wireless auction, but it just got too expensive for them. Is that something that the CCSA or members would be interested in the next time there’s a wireless auction?
AT: Yes. That has come up because maybe in order to offer (wireless services), maybe you need to (have your own network), wherever it may be.
