The CRTC has denied Toronto-based Only Imagine’s application to sell ads in the local avails of 10 U.S. satellite programming services — in the two minutes per hour of airtime that broadcasting distributors currently use for their own regionally relevant promos. Only Imagine’s application for a seven-year licence sought the right to sell ads on top U.S. channels coming in by satellite, including CNN, A&E, TBS and Spike — while pumping 50% of its revenue back into the production of Canadian drama. Only Imagine is the brainchild of Drew Craig and Jeff Thiessen.

The application went up for hearings in January, drawing harsh protest from the Canadian Association of Broadcasters and other industry players. Overall, the CRTC received 20 interventions in support of the application (from producers and advertisers), 16 against (from Canadian and U.S. distributors and programming services), and a few independent comments.

In its June 8 announcement, the CRTC said Only Imagine’s proposal would require intrusive and unjustified changes to policy and current licences, and the regulator was unconvinced that it would benefit the Canadian broadcasting system.

It isn’t the first time the CRTC has turned down an app for access to the local avails. The regulator said ‘no’ to similar proposals in 2003 and 2005.

From Media in Canada