MONTREAL – Videotron has decided against launching a separate English-language community channel, opting instead to add English-language content to its MAtv channel starting this fall.
The Quebec broadcaster said that MAtv will air a minimum 20% English content starting in September, with five new English shows added to the schedule as "MYtv goes on the air as part of MAtv". The community channel will also offer “programs that reflect the diversity of the city’s communities”, with local content making up 80% of its schedule, and 54% of that being public access programs created by the community.
MAtv is working with partners such as the English-Language Arts Network (ELAN) and Collective Community Services (CCS) to develop the new content, and has kicked off a “large-scale communications campaign” to solicit program ideas from individuals and organizations in the Greater Montréal area.
“Videotron is pursuing its goal of becoming a mirror and an agent for the Anglophone, Allophone and Native communities, relating their realities and concerns,” said Myrianne Collin, Videotron’s SVP strategy and marketing, in the news release. “Since 17% of the Montréal area’s population speaks only English at home, it is clear that we need to offer English-language content. With this initiative, MAtv becomes a prime television destination that represents Montréal’s cultural mix.”
The move comes after the CRTC determined in February that MAtv was not complying with community television local and access programming requirements, and directed it to do so before its next licence renewal in August 2015. At the same time, the Commission approved an application by Videotron to create an English-language community channel to be known as Mytv, but denied its request to reallocate additional contributions to fund it. Using the contributions that have already been allocated, the Commission offered Videotron the choice to either operate a new, separate channel, or use the existing MAtv channel to serve both the French and English linguistic communities.
MAtv is available to approximately 1.8 million homes in Montreal, Québec City-Lévis, Sherbrooke, Cap-de -la- Madeleine, Sorel-Tracy, Granby, Bas-Saint-Laurent, Saguenay-Lac-Saint-Jean and Outaouais.
