M.J. said:
The problem you've got in Canada is that as far as I can tell, no networks have done any primary research as to how their viewers obtain their signal, and they want to believe that almost nobody watches them OTA. Instead, they use secondary market data to try and extrapolate the number of OTA viewers, using what I believe are somewhat biased BBM statistics on cable and satellite subscriptions. Last summer CBC executives kept trying to pass off the number of viewers using OTA across the country as 7% (and dropping), even though I know it is somewhat higher, especially in certain parts of the country such as Windsor. They would naturally see no point to establishing subchannels if "nobody" is going to watch them. They conveniently have ignored studies in the United States and the United Kingdom that showed jumps in OTA usage once digital transmissions were introduced. I would go as far as saying that Canada's broadcast industry has been waging a war on OTA, which is a lose-lose situation for both networks and viewers.
I would not be surprised if the OTA PR in Canada has been heavily scripted by junior marketing consultants who don't even know what OTA is and based their OTA experiences on themselves, their parents, and their friends in suburban Toronto. I have worked with junior marketing professionals who like to make outrageous statements about market segments that have no research to back it up, and I've worked with companies that have received previous consulting advice that just had a bunch of random suggestions with no research from their end-users. I suspect CBC (and others) have been using similar consulting services - but unlike my previous clients, CBC didn't ask for a second (or third) opinion.
Most interesting, and not really inconsistent with what I'm observing in the States. There's a common opinion that nobody watches OTA, accompanied by plenty of anecdotal evidence that it's not true. Sure would love to know real numbers.
As a *partial* check on that concept, as one former boss noted, those who watch OTA have a stronger tendency to fall into one of two categories:
- Can't afford cable/satellite, or:
- Don't find TV valuable enough to be worth paying for.
The first category is less likely to be able to buy what's advertised, and the second is less likely to see the ads, IOW OTA viewers are less valuable to advertisers.
On the other hand, since digital conversion in the U.S., I'm seeing evidence that *some* of the new OTA viewers view normal amounts of TV and are not economically challenged. With broadband internet, some of these folks are using an antenna for current programs, and downloading anything they can't see OTA. (and using Netflix for movies)
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I should clarify - I mean that most of CBC transmission should be privatized, but certain major O&O stations would be kept. Ottawa would be a natural to be left alone because of its location in the nation's capital. Toronto (English) and Montreal (French) would also be up there.
Part of the solution would be for CBC to reduce the number of network hours they have, and then the issue of stations not carrying "the whole CBC schedule" would be reduced. One of the reasons they're running into problems now is that they're trying to run 22 1/3 hours a day of network programming, with only 1 2/3 left for local origination. I don't think there's a single major U.S. network that operates that way. How many hours a day does NBC program? I'm not sure, but I know it's less than 22 hours. We all know that quantity doesn't equate to quality.
Ah. Essentially, the main transmitters would continue to operate but the relay transmitters would be sold to private buyers & operated as private stations affiliated with CBC.
I would think the question of French TV in minority-French areas would continue -- or is that a smaller problem than I'm thinking it is? (I'm sure the vast majority of viewers in the Toronto market could care less if Radio-Canada was available OTA, but would its absence have political effects in Quebec?)
Absolutely, U.S. network affiliates would never accept 22 hours/day of network time! We have a law here that *prohibits* networks from programming more than 3 hours in the 7-11pm (Eastern Time) slot; at least one hour of that period *must* be available for the affiliates to program. (most fill it with 30 minutes of local news and a syndicated program)
But quantity doesn't equal quality in more than one way

No matter how much of the remaining 20 hours you give back to the affiliates, if the CBC keeps the entire 7-11pm slot for less-than-highly-rated programming, the situation isn't going to be that attractive for the affiliates. On the other hand, if you give much or most of the 7-11 slot to the affiliates, you don't have much of a network. I'm not sure how you resolve that.