The Canadian media industry is getting a promotional boost.

The Canada Media Fund, Telefilm Canada and the CRTC announced Wednesday a working group to promote homegrown media products in the Canadian marketplace.

Co-chaired by Shaw Media’s SVP of content Barb Williams and CMPA head Michael Hennessy, the group will focus on developing a strategy to boost Canadian audiences.

That includes creating promotional opportunities complementary to those from broadcasters, distributors and producers and examining how to build on past, current and future successes.

The group will also focus on solutions for engaging consumers and building audience awareness of Canadian media products.

The promotional strategy will also include collaborating at various levels and areas within the industry, and with federal and provincial funding agencies.

Other members of the working group include Screen Siren Pictures founder and president Trish Dolman, Galipeau Group’s Claude Galipeau; Jumpwire Media president Gavin McGarry; Rogers Group of Funds exec director Robin Mirsky-Daniels, Pelman Corp. Consultants’ Brad Pelman (also former Alliance EVP); MPowers Communications’ Mary Powers; Quebecor Media’s Serge Sasseville; and ACCT CEO Helga Stephenson.

The group was created in response to industry feedback at the Symposium on the promotion of Canadian films and TV programs in Canada and internationally, one of several recent industry events where ramping up the promotion of Canadian content to Canadian audiences was top-of-mind.

The creation of the working group also comes in advance of the new Canadian Screen Awards, meant to be a powerhouse event to boost recognition of Canada’s star system and connect homegrown content with the Canadian public.

A draft of the new working group’s overall strategy is planned for unveiling at the Prime Time in Ottawa conference in March.