TORONTO – "I’m from the cable company and I’m here to help you," Shaw Communications Brad Shaw joked with attendees at Tuesday’s Broadcast Executives Society luncheon at the Four Seasons Hotel.
In his first address to the Canadian broadcast community, Shaw sang the praises of television as a platform and of the people at what is now Shaw Media.
While noting the media business is “fraught with challenges,” he said his visit to the Consumer Electronics Show in Las Vegas last month confirmed the strength of television as the top dog. “The big screen TV was the centre point of every technology innovation (at CES). Despite some rumours to the contrary, there’s no question television will remain the primary medium to deliver content, engage viewers and drive our advertisers’ messages to consumers,” he said to the room of broadcasters, ad agency folks, media buyers and advertisers.
“We believe that the most efficient way to reach consumers, influence customer buying decisions and build a competitive edge in the marketplace is advertising on conventional and specialty channels,” continued Shaw. He also noted TV viewing has grown 6.7% since fall of 2004 and that Canadians are watching 28.6 hours per week of TV.
“That’s more than any other medium,” he said.
He also outlined the history and strength of the company founded 45 years ago in Edmonton by his father JR – and most recently run for more than a decade by his brother Jim – and also thanked all of the former Canwest Global employees (who are now Shaw Media workers) for their perseverance “through a great deal of uncertainty” as Canwest endured bankruptcy protection in 2009-10.
Stay tuned for more on Brad Shaw (right) as the next edition of Cartt.ca In-Depth, this Friday, will feature an exclusive interview with the new Shaw Communications CEO.
– Greg O’Brien
