GATINEAU – Quebecor Media’s Sun TV has asked the Commission for permission to build transmitters in both London and Ottawa.
The move would dramatically expand the channel’s coverage area, making it a basic cable must carry across most of the province- and Sun TV would then be far more competitive in the lucrative Southern Ontario TV market.
Expect the existing broadcasters in the region, from CTV to Global to the CBC to Rogers to CTS to whomever ends up owning the A-Channels (London, Wingham, Barrie and Ottawa) after the CTV-CHUM purchase, to vehemently oppose any further market additions, just like they all did when TV Niagara asked for a new station in Southern Ontario in 2005 and was turned down.
Sun TV wants a more "equitable competitive environment in which to operate," says its application. "All of the station’s Toronto competitors are either heads of networks with rebroadcasters in the major Ontario markets of Kitchener, London, Ottawa and Toronto/Hamilton, or part of multi-station groups with stations in these and other Ontario markets."
The application points to the money-losing three-plus-year history of the channel as other reasons to grant the application. "The history of the station has not been an easy one," is says. "The original licensees of the station (the now defunct Craig Media), then known as Toronto One were granted the licence after a competitive process in which they made ambitious commitments. At the time of its licensing, Toronto One was operated as part of a multi-station group with licences in Alberta and Manitoba."
Now, Sun TV is Quebecor’s lone English-language TV station.
"Despite its strategies for improvement, the station has hit a roadblock – it does not have access to the basic analog band in two of Ontario’s largest markets – London and Ottawa. Consequently, national and regional advertisers are reluctant to purchase time on Sun TV," says the application, which includes letters from seven ad agencies telling the Commission why they won’t buy time.
"The financial projections filed with the application are conservative and attainable. An analysis showing the historical trends in television revenues as well as projections for the next few years demonstrates on going growth in the Ontario economy as well as those of Ottawa and London. With small increases in our audience shares phased in over three years in these markets, we expect to be able to turn the corner to profitability within the next few years," adds the submission.
Comments are due in by March 16.
– Greg O’Brien
