- Develop mechanisms to encourage the creation and promotion of Canadian content in traditional and new media
- Develop a comprehensive international approach
- Rely on market forces to provide fair and sustainable competition
The CRTC requires that all radio stations must ensure that 35% of their popular music selections are Canadian each week (CRTC). In addition, at least 35% of the content aired on commercial radio stations between 6am and 6pm, Monday through Friday, must be Canadian. French language stations are required to air at least 65% of their music programming in the French language (CRTC).
Private television stations and networks are also required to meet a yearly quota of Canadian content. Private networks must achieve a yearly content level of 60% overall. Between 6pm and midnight, 50% of all content must be Canadian. According to the CRTC, programs are certified Canadian if the producer is Canadian, key creative personnel are Canadian and 75% of service costs and post-production lab costs are paid to Canadians (CRTC). The CBC must also ensure that 60% of its overall content is Canadian.
The Government funds a network of radio and television (notably the CBC) stations that reach nearly the entire population of the country. In 1936, following a Royal Commission concerned with growing American influences in radio, the CBC was created by an Act of Parliament. The CBC and its French version, the Société Radio-Canada (SRC), is Canada’s largest cultural institution. CBC Radio One, Radio Two, and the SRC are on the air 24 hours a day, without commercials or pledge drives.
From 2001 to 2002, the network’s operating budget was approximately US$ 850 million. Of the US$ 520 million allocated to the CBC by the Parliament, US$ 339 million is allocated to the two national television networks, which includes 24 regional stations. About US$ 170 million goes towards the four radio networks and their 79 regional stations. The remaining amount is owed to corporate management.
According to the CBC mandate, the purpose of the CBC is to tell Canadian stories that reflect the reality and diversity Canada; inform Canadians about news and issues of relevance and interest; support Canadian arts and culture; and build bridges among Canadians, between regions and the two linguistic communities of Canada.
CBC’s services include four commercial-free radio networks in French and English, special radio service for the Northern areas of the country in the two official languages and eight Aboriginal languages, a short-wave service and a continuous music pay-service. The CBC television service includes two national networks, one in each official language. In addition, to the publicly funded national networks, there are two self-supporting cable television channels and three specialty cable services.
The CBC website states: “As an instrument of cultural policy, one of the institutions in the Government of Canada’s Canadian Heritage portfolio, it is the CBC’s role to work towards key portfolio objectives such as: to enhance pride in Canada, to contribute to Canada's economic growth and prosperity, to protect Canada's heritage, to ensure access to Canadian voices and Canadian space, and to encourage participation in and contribution to Canadian society.”
Canadian Heritage in charge of strategies and programs that promote active citizenship and participation within Canada, cultural diversity, Canadian content and reinforce connections among Canadians. Canadian Heritage promotes, distributes and preserves Canadian cultural works, history, stories and art. It cultivates participation and access to Canadian cultural life.
For example, Canadian Heritage provides short segments, like that of James Naismith, inventor if Basketball, about Canadian history which fosters pride and knowledge of Canadian achievements throughout history. These segments, which air on most Canadian networks, also provide as a connection between different parts of the Canadian population. Through television, radio, the internet and print sources, Canadian Heritage promotes the “understanding of the rights and responsibilities of shared citizenship and [fosters] opportunities to participate in Canada’s civic life.”
The Department of Canadian heritage formulates policies and purposes innovation in relation to Canadian culture and cultural values. They focus on developing new initiatives and advising the government on regulatory issues, including Canadian content, access to services and competition.
No matter who you are or where you are from, if you are Canadian, you are familiar with Canadian public media. Public media in Canada is a core information and cultural source for Canadians. Canadians, in fact, rely on the public media outlets for a refreshing break from Americanized broadcasting. It is not uncommon to see politicians fiercely debating an issue on Question Period, a CBC program, then singing and making jokes together on This Hour has 22 Minutes, a wholly Canadian comedy TV show.
Canadian Public media is an all-encompassing cultural icon. Everyone takes part and no one is left out. CBC airwaves reach almost every Canadian citizen, including the northernmost communities of the northern territories. Outlets, such as the CBC, influence Canadians’ attitudes for this reason and they strengthen and promote the Canadian identity that distinguishes Canadians from other nations, especially the United States.