How come every trend these days begins with the prefix inter? With the undeniable shift towards Internet advertising and the increasing importance of international business to keep Canadian spot-makers viable, before long this industry is going to need Interpol to take an interest in our interplay.

It’s interesting, as the spot business grows more and more reflective of these world trends, to examine the forced evolution to new business models that will facilitate the new leaders in the industry. And there is no question, new leaders will emerge. Just look at the U.S.A. Companies like Palomar Pictures, Believe Media and @Radical.media are making moves to entrench themselves both internationally and on the Internet and, as a result, are well positioned to be leaders in this new landscape.

Already, in terms of the Internet, Canadian spot companies are in a scramble. Shops like Spy and Players in Toronto have poked a toe into the Internet world and expect to be waist-deep within a few months. But many traditional spot business leaders are unsure where to begin. This is not to say today’s leaders do not have the resources to create a tortoise-and-hare type result in this race, but now other companies are setting the parameters of the new paradigm.

But will it even be production companies which set the pace? The dark horses in this race are the agencies. They have, quietly but efficiently, been setting up Internet advertising divisions that not only handle creative and design, but production as well. They’d never say it, but come a time where all advertising is interactive, they may foresee a – choke – "one-stop shop" for ad development and production. Note also that many of the agencies have been operating worldwide for some time now"

As well, the Internet, by its very nature, demands a more international perspective. And, the parallel trend to a border-free spot world is just as important a consideration for spot producers as they puzzle out business models for a future Canadian industry.

In Vancouver, the ever-expanding importance of international clients is at its most obvious. Ace Film Company, despite much local work, has seen a decrease in its bottom line because fewer clients from Asia have been dropping cash for their "snow jobs". Even in Toronto, traditionally Canadian-focused companies are looking beyond these borders to keep revenue flowing.

Perhaps it is time to accept the reality that there is no such thing as a Canadian spot business. We’re between, among and in the midst of an international spot community that has no patience for borders, no time for currency and no thought for nationality.

Look at the up side: if we all start thinking internationally, the business can at least stop complaining about Canadian agencies ignoring Canadian directors. Couldn’t a Canadian director have as much cachet in South Africa as a South African director has here? We’re just as foreign as they are.

By the way, if you look up "inter" in the dictionary, you’ll find three definitions: between, among and in the midst. Sums us up pretty well, eh?