TORONTO – After a year-long research initiative on Canadian content — which included interviews, a survey, in-person and virtual workshops, and written submissions — the Canada Media Fund last week officially released New Futures for Canadian Content: What You Said, a landmark report by independent research firm La Société des demains that draws on viewpoints from more than 2,800 industry professionals and the public from across the country.
“Our industry stands at a pivotal juncture. After over 1,000 hours of feedback, the insights gathered in this report prove that Canadian content matters more than ever,” said Valerie Creighton, CMF president and CEO, in a press release. “It’s heartening to see the collective aspirations and determination of so many individuals eager to elevate Canada’s audiovisual industry to new global heights. We’re committed to ensuring that our distinct identity resonates at home and internationally, and this What You Said report is a testament to that commitment.”
The report suggests “a four-facet framework to organize and help comprehend the many different perceptions that participants had of Canadian content and its complexity”, specifically CanCon as a policy instrument, a support ecosystem, a product, and an expression of identity, the release explains.
The CMF outlines several key takeaways from the report. In terms of global reach, industry professionals “aspire to extend Canadian content beyond borders, emphasizing global resonance while preserving our distinct identity, embracing inclusion, and shining our light in all content formats,” the release says.
Related to that, the industry wants “to move beyond being labeled as ‘Hollywood North’” and “to establish a unique, Canada-based identity that authentically represents our many cultures and communities.”
There was also “a clear call to amplify and prioritize Indigenous narratives, voices, and perspectives, distinct from Canadian content,” the release says. Participants expressed a strong desire to support Indigenous-created content, promote mentorship and employment opportunities, and foster collaborations “to ensure a reflection of Canada’s rich Indigenous heritage and its contemporary realities.”
Many participants also voiced concerns about ensuring francophone content does not get overshadowed in the global market. “There’s a strong desire to prioritize and amplify these voices, ensuring that content not only caters to francophones within Canada but also reaches global audiences without compromising its cultural essence.”
Other key takeaways include the perceived need for more collaboration. There was a call “to maximize fluidity and collaboration” within the industry and across sectors such as digital creativity and music.
There was also a consensus on the need for “innovative funding mechanisms that foster creative risk-taking,” the release says. “Transparent funding processes are essential to benefit the broader creative community.”
In addition, participants emphasized the importance of preserving the value of Canadian creative assets within domestically owned companies to prevent the perception that Canada’s audiovisual industry is exclusively a service hub for foreign producers.
Participants also highlighted the need for adapting to technological innovations, for flexibility in content creation catering to international markets and niche genres, and for more emphasis on diversity, equity and inclusion within the industry and more stories reflecting Canada’s rich tapestry of cultures, backgrounds and experiences.
Image of the front cover of the New Futures for Canadian Content: What You Said report.
