Television Media 531

Copyright © 2012 Pearson Canada Inc. The Canadian Television Market  Television and radio reaches 99% of Canadian households.  90% of households have satellite or cable TV.  On an average day, 82% of Canadians view television at least once. 9-3

Copyright © 2012 Pearson Canada Inc. Television Market The television market is divided between:  National Networks  e.g., CTV – 18 stations  Regional Networks  CTV operates regional networks in Ontario, Atlantic Canada, and Saskatchewan  Specialty cable channels  TSN, MuchMusic, History Channel  Pay TV  Digital Networks 9-4

Copyright © 2012 Pearson Canada Inc. Trends Affecting Television and Television Advertising The landscape of the Canadian Television industry is changing.  Audience Fragmentation  Alternative Viewing: Video-on-Demand  Mobile Media  Commercial Avoidance and Personal Video Recorders  Convergence of media ownership 9-5

Copyright © 2012 Pearson Canada Inc. Television Viewing Highlights  Media-viewing data is collected by two organizations in Canada: BBM Bureau of Measurement and Nielsen Media Research  A valuable resource for advertisers to assess advertising costs and for identifying what programs are popular.  Ratings are audience estimates expressed as a percent of the population in a defined geographic area. 9-6

Copyright © 2012 Pearson Canada Inc. Time Spent with Television and Other Media 9-7

Questions 1. How many Canadians view television every day? 2. What impact does multiple television providers have on the market? 3. What impact have personal video recorders (PVRs) had on television? 4. What company records television viewing data?

Television Comes to Canada

TV in the Beginning  Most families in Canada owned a television during the 1950s and 60s  Signals from the American networks were received by the majority of the population in Southern Ontario  The American culture was flooding Canada and they were in fear of losing their new found identity

Hit American TV Shows of the 1950s and 1960s  I Love Lucy  Howdy Doody  Roy Rogers  The Ed Sullivan Show  The Wonderful World of Disney  Families would gather around their televisions on Saturday nights and watch their favorite performers on The Ed Sullivan Show

American TV

Canadain Broadcasting Corporation  In 1948 CBC received funding and permission from the Canadian government to create a television station for Canada  CBC stations were set up in Montreal and Toronto  Stations added in Ottawa and Vancouver  1954 – Winnipeg and Halifax were added to the CBC network

Television in Canada timeline 1950s  This was the decade of television. In 1952, the first CBC and Radio-Canada television stations, CBLT-Toronto and CBFT-Montréal, began broadcasting. By 1955, CBC/Radio- Canada's television services were available to 66 per cent of the Canadian population.  Special coverage of the four-week visit of Princess Elizabeth and the Duke of Edinburgh. (1951)  First telecast of opening of Parliament. (1955)  Special coverage of the Hungarian uprising, the Suez crisis and the Springhill Mine disaster. (1956)  Major political coverage included a five-hour federal election telecast and, the first opening of Parliament by a reigning monarch. (1957)

First hockey game on television, October 11, 1952 

The Friendly Giant   Friendly Giant Friendly Giant

Don Messer’s Jubilee   Don Messer Don Messer

Front Page Challenge 

Television in Canada timeline 1960s  The 1960s included several important technological advances such as the opening of shortwave service to the High Arctic (1960), the presentation of proposals, by the national public broadcaster, for satellite use in Canada (1961) and the introduction of colour television in 1966!  In this decade, the regulatory framework was refined and the Canadian Radio-television Commission (CRTC) established as the regulatory and licensing authority. In 1968 the new Broadcasting Act also confirmed CBC/Radio-Canada's role of providing the national service.

Television in Canada timeline 1960s  1960 The Board of Broadcast Governors (BBG) recommended licensing second TV stations in major cities and invited applications for Canada's first private network.  1965 The federal Government announced its policy on colour television.  1967 CBC/Radio-Canada acted as host broadcaster for Expo 67 in Montréal and the Pan Am Games in Winnipeg.  1968 The first televised national debate among Canadian political party leaders: co-produced with CTV.  1969 Tobacco advertising was discontinued on CBC/Radio-Canada airwaves.

Hockey Night In Canada 

The Tommy Hunter Show 

Land and Sea 

The Beachcombers 

Mr. Dress-up  

SCTV ( ) 

Television in Canada timeline 1970s  Canada made history in this decade by launching the world's first national domestic satellite. Put into orbit in 1972, the Anik A1 satellite gave CBC/Radio-Canada the ability to beam television signals to the Canadian North for the first time in history.  Canadian content rules for television and radio were also introduced in the early 70s. In 1970, the CRTC established a "minimum 60 per cent" Canadian content rule for public and private television broadcasters in Canada.  In 1976, the world's athletes came to Montréal and CBC/Radio-Canada was host broadcaster for the summer Olympic Games.

Television in Canada timeline 1980s  The 1980s saw tremendous growth in the number of private and specialty channels. In 1983, the first "general interest" pay TV channels began operation in Canada, among them the movie network, First Choice and SuperChannel.  Later came the "specialty" pay channels. CBC Newsworld was officially launched on July 31, 1989 providing Canadians with their own dedicated 24-hour news channel. It was designed for on-the-go viewers, offering frequent news updates and magazine style programming.

Television in Canada timeline 1980s  1981 CBC/Radio-Canada introduced closed captioning on Canadian television.  1987 The CRTC authorized the distribution of The Sports Network and MuchMusic on basic cable.  1988 Cabinet approved CBC's licence to operate an all- news channel, paving the way for the launch of CBC Newsworld in 1989.

Bizarre  

You Can’t Do That on Television 

Kids in the Hall 

Kids in the Hall

Degrassi Junior High 

King of Kensington 

Just Like Mom 

The Littlest Hobo 

Television in Canada timeline 1990s  From the last episode of the series Street Legal - Eric Peterson as Leon Robinovitch, Cynthia Dale as Olivia Novak, C. David Johnson as Charles "Chuck" Tchobanian. November 1994  CBC/Radio-Canada also goes on to become known as "Canada's Olympic network", winning the broadcast rights for seven Olympic Games.

Television in Canada timeline 1990s  1991 CBC Toronto consolidated its operations into one downtown location, the new state-of-the-art Canadian Broadcasting Centre.  1995 The Corporation established its Web presence through CBC.ca and at Radio-Canada.ca.  1996 CBC Television boasted an all-Canadian prime-time schedule.

Hockey Night in Canda  Hockey Night was one of Canada’s number one radio shows  In 1952, people could watch Hockey Night in Canda on their televisions, instead of just listening to it on the radio

Television Marketing

33 million people 40 TV markets 13.3 million TV households Source: CDN - BBM Canada – Jan ‘11 The Canadian Market

$14.1 billion total advertising market $3.3 billion is TV $99 - per capita TV ad spend Source: TVB Canada – Net Advertising Volume 2010 Total Advertising Revenue

Top TV Markets in North America Source: Canadian- BBM Canada Fall 2010,US-Nielsen Media Research, January 2011, Population estimates number of people aged 2+  Toronto is the 5th largest market in North America

Top 10 Canadian TV Markets Source: BBM Canada Fall 2010

Share of Canadian TV viewing Conventional/Broadcast vs. Specialty/Cable What We Watch Source: BBM Canada 2011 Viewers 2+, Mo-Su 6a-6a, 2011

Canadian Television Viewing Patterns Average per capita viewing - Adults Television-watching hours per week Source: BBM Canada Aug-May * Different measurement systems cannot be directly compared. Canadians are watching more television today than they did 10 years ago

Average per Capita Weekly Viewing Hours (by demographic group) Source: BBM National PPM, September 2011

Television Technology Adoption 99% penetration of Canadian households 92% of homes have either cable or satellite 73% are digital 33% are HD-equipped Source:CDN – BBM Canada – Jan ’11 Media Stats – June ‘ Media Technology Monitor (MTM)

Major Suppliers in Canadian Media Conventional TV Specialty TV RadioMagazinesNewspapersOnlineOut of home

Television Regulations

Regulator The Canadian Radio-Television and Telecommunications Commission (CRTC) is an independent agency responsible for regulating Canada's broadcasting and telecommunications systems The CRTC reports to Parliament through the Minister of Canadian Heritage Canadian broadcasters are required by the CRTC to produce and air Canadian content The intent is to develop popular programming relevant to Canadians as well as to support the production and talent communities

Broadcasting - The preeminent cultural industry as measured by leisure time ( 21 hours a week– most after work) - Now about 2 billion annually in revenues - TV has become the most trusted news source surpassing the newspaper - By age of 12, children have spent more time with TV than with school

The Broadcasting Act (1991) - The Canadian Broadcasting System will serve to safeguard enrich and strengthen the cultural, political social and economic fabric of Canada - Each element will contribute to the creation and presentation of Canadian programs

Canadian Content Quota - Requires 60% overall and 50% CANCON in prime time - Quota is a Make Jobs program: - Its definitions revolved around citizenship of the writer, producer, technical crews etc. shooting the series - The Quota is not a qualitative one: requiring distinctively creative stories - That is why you get clones ( Peter Benchley’s Amazon) qualifying for CanCon

Development of the System - 20 years ago, no viable private network - Now 2 which have bought out newspapers - Now viable TV production industry - Now top 10 companies: Alliance Atlantis is in top 20 worldwide - Canada 2 nd largest TV exporter after US

Track Record of TV in CANCON - Internationally recognized news, sports - Animation/sci fi and special effects - Kids - Documentaries and Docudrama - Popular MOWs ( Anne of Avonlea, Sheldon Kennedy Story)

Track Record Cont’d - Still no Home Run series internationally ( CSI) - Still no star system - Domestically: DaVinci’s, Bob and Margaret among the best - But less than 12% of drama we watch is Canadian ( versus 66% in most other countries)

Why Keep the CBC? - Only counterweight to media oligopolies (monopoly) - An important democratic tool: an independent news agency in competition with CanWest and Vancouver Sun - Just as important as education/other areas of social policy - An educational tool

The People and the CBC - Share is now around 6%: half that of CTV - But reach is 80% - Widespread reach across age,gender,class and racial lines– but latter not as good as could be - Usage or time spent with CBC: 53% spend an hour a week; 63% a half an hour

Questions  What body was created to regulate Canadian television and what is this organization’s intent?  What is the Canadian content quota? Has it been effective? How?  Is the CBC necessary? Why?

Major Broadcasters

Major Broadcasters in Canada English French

Major Television Networks CanadianAmerican  CTV  CBC  Global  NBC  ABC  FOX

English Broadcasters Canadian program production : All private broadcasters provide some original Canadian content  However, developing original programming is costly relative to size of the Canadian market  As a result, Canadian broadcasters purchase U.S. programming and maximize simulcast for largest viewing audience potential  Where relevant, broadcasters will produce a Canadian version of a U.S. hit - e.g. American Idol  Major broadcaster groups own both conventional and specialty/cable stations

English Broadcasters CBC is the national public broadcaster in Canada  CBC’s mandate is to develop and deliver programs that reflect the Canadian experience  CBC provides extensive national coverage in all major & minor markets  CBC receives funding from the federal government as well as revenue from commercial sales

Public Broadcasters CBC/SRC - Canadian Broadcasting Corporation/ Société Radio- Canada (national) Télé-Québec - Quebec (regional) Saskatchewan Communications (regional) TVO - Ontario’s public broadcaster (regional) Knowledge Network - British Columbia (regional)

Multicultural Broadcasters Broadcasters are expanding their multilingual programming services Rogers: Ontario – OMNI.1 and OMNI.2 Calgary – OMNI Edmonton – OMNI Vancouver – OMNI Vancouver Vision: Canada's multi-faith and multicultural broadcaster is available as a basic service on cable and satellite Fairchild TV A popular Asian channel that is carried by the listed cable, satellite systems and broadcast Channel Zero Montreal - CJNT Source: Statistics Canada 2006 Census

Aboriginal Broadcasters APTN Aboriginal People’s Television Network is a mandatory service available in over 10 million Canadian households and commercial establishments Inuit and Métis people have the opportunity to share their stories with the rest of the world on a national television network dedicated to Aboriginal programming, documentaries, news, dramas, entertainment specials.

Television News Media

 Prince Edward Islands only complete island television news broadcast is the CBC evening news program Compass.  The CBC is a government funded and controlled television station. How might that affect the news we receive?  The stories may be slanted or biased to favor the government.  The message we are receiving may be loaded or used to persuade our opinions.

How a Television News Broadcast is Constructed: 1. Appearance: Everything from the reporters clothes and appearance to the news set and scene where the news is coming from gives a visual impression to the viewer.

2. Content: The actual story and its importance to the viewers. Who decides what is news an what is not?  The Editor 3. Editing: As we know stories can be molded by...  Slant/bias  Placement (lead, middle or last)  Duration (length)  Language (“Ex-con” could be referring to a person who served a weekend in jail for a minor offence 20 years ago)

Sensationalism  News is constructed in a way that offers the best bang for your buck. It is a continual barrage of stories in a sequence until the commercial break.  Violence, Crime and Accidents are presented in the news more often than any other types of news.  Why is bad news shown so often?  What affect might it have on you?

Important Television Terms  Compatible Programming: a block of similar shows aired one after the other. It is used to keep the viewers hooked to that station.  Counter Programming: one network may offer something completely different than another network during the same time block to try and capture a different audience.  Affiliate: a network can be affiliated, or work with, another television station.

Television as an Information Source Nonfiction and Fiction

Television as an Information Source  Non-fiction television (real tv) is a source of information for many North Americans. It is popular because it is up-to- date and visual.  8 Examples of Non-fiction Television: 1. News – prime source of news for North Americans 2. Documentaries – Discovery Channel, Biography Channel usually have a lot of documentaries.

3. Reality TV – no script, real people – Survivor 4. Game Shows – like reality but shows are scripted - Jeopardy, Wheel of Fortune 5. Sports Coverage – TSN, Sportsnet, The Score, ESPN 6. Talk Shows – Oprah, Dr. Phil, Ellen 7. Awards Shows – American Music Awards, Oscars, NHL Awards 8. Music Channels – Much Music, MTV, CMT

Television as a Storyteller  Many North Americans watch fictional television (fake) for entertainment.  5 Examples of Fictional Television: 1. Drama Series – more serious; they keep the same characters from week to week, and have a continuing story line. Examples would be Grey’s Anatomy, Law and Order, CSI

Docudrama – based on a true story, but fictional characters. Examples would be Making the Band, Path to 9/11

3. Anthology – uses different story and characters each week. Examples would be The Twilight Zone, Alfred Hitchcock Presents, Tales From the Crypt.

Soap Opera – same characters and connected story from week to week. Over-dramatic and silly, unbelievable story line. Examples would be Passions, Days of Our Lives, Another World.

5. Sitcoms – ½ hour comedy, same characters. a. Traditional Family – father, mother, children all in one house. Example – According to Jim b. Non-traditional Family – single-parent or divorced families. Example – Two and a Half Men c. Lifestyles – certain groups of people. Example – Friends, Will and Grace d. Workplace – most of show takes place at work. Example – Cheers, MASH, The Office

3 Messages of TV Fiction 1. Plastic Smiles and Happy Endings: This includes most comedies and sitcoms. They always end with the characters happy and the problem solved.

2. Stereotypes and Standards: Stereotype – giving certain characteristics to a group of people. Examples  African Americans: maids, or servants  Italians: Mafia, or gangsters  Orientals: sneaky  Irish: drink too much  Russian: dangerous and spies

 Sitcoms are very stereotypical. Most have white families with the father working, and mother raising the children.  Advocacy Groups push sitcoms to be more realistic and less stereotypical. They often review TV scripts and have been successful in making some sitcoms less stereotypical.

3. Murder and Mayhem:  Every evening there are an average of 8 violent acts per hour.  Children’s cartoons average 22 per hour.  Evidence shows that TV violence leads to aggressive behavior, and anti-social behavior.  Effects of TV Violence:  Desensitizing effect on viewers  Unrealistic, glorified and made to look humorous.  Violence and killing used to kill “the bad guys”.

Violence on TV In 1992, TV Guide conducted a study of the number of violent acts shown during a typical 18 hour TV broadcast day. The study monitored the more popular cable channels at that time. They found… Type of ShowActs of Violence Cartoons471 Promos for TV Shows 265 Movies221 Toy Commercials 188 Music Videos 123 Commercials for Films 121 TV Dramas 69 News62 Tabloid Reality Shows 58 Sitcoms52 Soap Operas 34

Children’s TV  Kidvid: is a term used to describe children’s TV programming.  Some educational TV shows for children would be Sesame Street, Dora the Explorer  Some educational TV shows for children would be Sesame Street, Dora the Explorer, etc… Pros  Some of the TV shows can be educationalCons  Brain rotting/mindless  Violent  Program length compared to commercial time for candy/toys is uneven.