No longer out-gunned by broadcasters with its new terms of trade agreement in hand, the Canadian Media Production Association has a new challenge on its hands: ensuring it isn’t out-witted by its own members.

The CMPA on Thursday took the unusual step of publicly calling on member producers to show “solidarity” in enforcing the newly-minted terms of trade agreement with broadcasters when it comes into effect on Aug. 1.

What’s behind the call to action?

It turns out that the terms of trade agreement is legally binding for the broadcasters who signed it – including Astral, Corus, Bell Media, Rogers, and Shaw – and it has the backing of the CRTC. But the exquisite irony is that the CMPA cannot compel its own members to follow the conditions of the agreement.

CMPA topper Norm Bolen told Playback Daily that his association can only tell member producers that step out of line why it is in their interests to follow the spirit of the terms of trade agreement.

“In the end, there’s no way we can compel [producers], but we can compel broadcasters,” Bolen conceded.

He added that, if a producer compromises or bargains with broadcasters outside of the terms of trade agreement, and the CMPA does not learn of such breaches, no action will be taken.

“This deal changes everything. It forever redefines the relationship between producers and broadcasters. But it isn’t worth the paper it is written on unless all independent producers show solidarity and strictly follow the terms of the agreement in their individual negotiations with broadcasters,” Bolen explained.

To ensure producers buy into the terms of trade agreement, senior CMPA staff will complete a national road show in July and August to explain the agreement to producers in six regions, followed by Q&A sessions. The dates for the events are here.

Photo: OrinZebest, Flickr Creative Commons