OTTAWA – The CRTC is not satisfied with Telus’ proposals to address violations of undue preference regulations regarding the marketing of OUTtv, and has given the telco until June 20 to come up with a more detailed marketing plan to promote the national gay and lesbian network as part of a lifestyle extra package on its OptikTV service.
In its December 2012 decision, the Commission found that Telus failed to market OUTtv in a manner comparable to other similar services on its Optik TV distribution service and subjected OUTtv Network to an undue disadvantage. The Regulator directed Telus to file a detailed marketing plan by Feb. 8, 2013, outlining how it would remedy the undue disadvantage/preference, including the amount of financial support Telus would provide for the promotion.
The proposal submitted by Telus – which included changes in all suggestions made by Optik TV to subscribers regarding the selection of the “Lifestyle” and “Lifestyle Extra” theme packs, the implementation of certain marketing initiatives, and the launch of a channel selection tool – was deemed by the Commission to be unsatisfactory and insufficient to remedy the undue disadvantage against OUTtv.
Specifically, the Commission said Telus’ proposal failed to provide adequate detail about the changes, such as the period of time that they would be in effect or how they would be implemented. It also failed to demonstrate that any specific marketing initiative would not unduly disadvantage any other Category A service.
A letter from the CRTC to Telus’ director of broadcast regulation, Ann Mainville-Neeson on May 30 states that Telus must provide OUTtv Network with an updated and more detailed plan by June 20 regarding the marketing and promotion of the “Lifestyle Extra” package and/or OUTtv and initiate consultations with OUTtv Network with a view to developing a mutually acceptable plan.
In addition, Telus must file the updated market plan with the Commission by July 12, along with a summary of its meetings with OUTtv regarding the plan.
