On Friday, CBC/Radio-Canada hit the CRTC with a feisty submission stating that the basic assumptions underlying ‘Perspectives on Canadian Broadcasting in New Media,’ a compilation of research and views released by the commission in May, are ‘false.’

The public broadcaster’s official contribution to the CRTC’s ongoing reassessment of new media maintains that the phenomenon ‘is neither displacing traditional media, nor will it solve the financial difficulties facing conventional broadcasters.’

Instead, CBC is encouraging the broadcast regulator to recognize the importance of traditional media as the source of professional broadcast content for all new platforms.

‘Internet use is replacing some activities in Canadians’ lives, but it isn’t replacing television watching,’ argues Richard Stursberg, CBC EVP of English services. ‘Viewing television on the Internet represents less than 1% of the total time Canadians spend viewing television. In fact, Canadians watch more TV now than they did 15 years ago.’

CBC’s contention is that the Internet is used primarily as a communications and research tool today, and not for watching TV, and that virtually all professional video content consumed via the Internet actually originates from traditional television.

As a revenue stream, the network considers new media iffy at best, insisting that ‘video advertising on the Internet represents less than 1% of the $1.24 billion of Internet advertising revenue generated in Canada today.’

While conceding that ‘the Internet represents an exciting marketing opportunity to reach audiences seeking more personalized content,’ CBC’s submission says ‘it does not provide broadcasters with any significant advertising revenue opportunities.’

‘The Internet today is a fundamental tool for achieving our mission as Canada’s public broadcaster,’ explains Sylvain Lafrance, EVP of French services, who adds: ‘That said, the revenue we generate from it will not offset the losses associated with media fragmentation. The current business model for conventional television needs to be reconsidered.’

CBC/Radio-Canada’s bottom-line recommendation is that the CRTC’s current ‘misconceptions be corrected…in order to ensure that a new media policy will be founded on a thorough and accurate understanding of the broadcasting system.’

CBC/Radio-Canada’s complete submission is available online at //cbc.radio-canada.ca/submissions/2008.shtml.

From Media in Canada