The Canadian Media Market

Decent Essays
The rules and regulations of the Canadian media market are currently enforced by the CRTC, an agency whose main concern is preventing one company from monopolizing the media market. As a part of the enforcing of rules, the CRTC ensures that media companies maintain a minimum of 60% of Canadian content in their programming. The upholding of this law is integral to the continued production of Canadian content; media that regularly receives a much smaller audience than American-produced shows would certainly be pulled from air without such laws in place. This is a staple of the Canadian media environment: it has allowed the talent of many Canadians to be recognized by the world, which without the enforcement of Canadian content laws would not…show more content…
Inversely to the U.S.A., Canada’s structuring allows aid for companies who could not meet the Canadian content goals and still maintain a profit. Under the Income Tax Act, Capital Cost Allowances may be given to companies struggling to pay for the airtime of Canadian content. This prevents smaller companies from declaring bankruptcy, and as a repercussion prevents large conglomerates from buying and consolidating these failed companies. Doing so would quickly turn Canada’s media landscape into a spitting image of the State’s: a limited number of large companies controlling the entirety of Canadian media. As these companies control more of the media marketplace, their product must become more generic and pander to a wider group, thus diminishing the campaign to individual cultures found inside some nationalistic image. The CRTC provides and enforces a variety of rules that protects both Canadian content and Canadian media companies. In turn, companies cover less geography/population, and are therefore able to focus their attention on those smaller…show more content…
Special allowances are given to companies who include French-speaking components in their programming, and even for including international media that has been translated into French Canadian by a French Canadian. Not only does this increase the job market in Canada, but continues to bring awareness to the fact that Canada is a dual speaking nation. The Canadian school system has cut French from grades K-6, and have only a grade 9 requirement upon entering high school: thus, the French language is being further lost as each generation passes through schooling. The importance of the use of French in Canadian history is incredibly tied to its cultural identity, and the removal of the language would certainly alienate a large population of Canada, notably of course Quebec. Providing allowances for the inclusion of French propagates the language, reminding new generations who would otherwise miss the opportunity to learn of the French importance in Canada, a large indicator in the differences between Canadian and American
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