The CBC recently submitted a 13-page document to the CRTC entitled “Reject old assumptions about New Media“. It’s an interesting read to say the least. Here are the paper’s main conclusions:
1. Traditional TV and radio usage is not being displaced by the Internet. 2. Amateur video will never be a substitute for traditional media, particularly entertainment programming. 3. It would be a waste time for traditional media companies to create Internet-only content if the goal is to generate advertising revenue. 4. Most Canadians use the Internet primarily as a communications and research tool (Ed: Implying that most Canadians do not use the Internet for entertainment.) 5. The trend is towards personalizing and controlling media, not developing new ways to consume it.
This paper seems more like a ‘Deep Thoughts by Jack Handey‘ look inside the CBC’s brain, and far less of a forward-thinking view of the old media / new media paradigm. For example, just a few days prior to the publishing of the CBC’s paper, came a new study about Canadians consuming TV content on the internet. Needless to say, it paints a very different picture.
Canadians are turning on, tuning in and watching traditional TV shows on the Internet often using underground ways to access American programming, says a new study. “A very important thing to realize is that every television program that is broadcast is available in most cases in illegal peer-to-peer broadcasting,” said Sawyer of Toronto-based Two Solitudes Consulting. “Canadians do an awful lot of that. I believe one of the reasons that Canadians do an awful lot of that is that they are not being offered sufficient alternatives.” “Television is largely irrelevant to Generation Y,” said Walker, president of Slurp Media, an online video content production company that produces LabRats.tv. There’s money to be made in online advertising and ads can be customized to the demographic that is watching a particular TV show, he said. “The larger, more aggressive youth-oriented brands, I think, really get the Internet and the more traditional, staid ones don’t. But I think that’s shifting. I think more and more, you are going to see people shifting their budgets away from print and television and into the Internet.“