Requires an audience-driven approach
The CRTC has released the results of a study on how Canadian audio and audiovisual content, including sports and news, is found, promoted and made visible. The report argues that the historic levers used to support Canadian content are no longer sufficient in the global digital market but requires an audience-driven approach.
Undertaken by Nordicity, which conducted 48 interviews and three roundtables across the broadcasting ecosystem last summer, the report identifies nine strategic approaches that could inform a new discoverability framework.
Nordicity found that the streaming shift in the audio sector, in particular, has resulted in intensified attention scarcity, driven by oversupply and algorithmic gatekeeping.