"...Fifth, digital has reinvented TV. Broadcasters are now owned by broadcast distributors that operate traditional cable and interactive networks. Their interest and ours in growing the VOD platform are increasingly aligned. Clearly we need to embrace new opportunities like on-demand from cable VOD to OTT services like Netflix. On-demand creates opportunities to make up for the collapse of the DVD market and reductions in the broadcast windows. VOD is a huge opportunity but it is unclear whether it can offset the declines we currently see.
The upside is, of course, that on-demand is very much central to consumer demand. But consumers want to see windows collapse so they don’t need to wait just because they choose the home screen over the theatre....
Sixth, making feature films transmedia needs to be more fully explored. I note that although Canada is a signatory to 53 co-production treaties, none of those treaties covers digital content. Transmedia also needs to be explored as a way to increase audience participation in projects from development through to exhibition. Audience participation over interactive networks may be the most revolutionary way to increase promotion and awareness.
While the introduction of new windows like VOD and OTT are clearly opportunities to offset the loss of the conventional TV window they are unproven as economic engines for producers. The shelf space is there but the marketing and curation is not and without promotion revenues will be minimal.
And that leads us to my seventh and final point — the last link in our industrial chain, a link that has received very little attention, public policy and otherwise, over the years. We need to increase our focus on promotion and marketing all with a view to stimulating demand. And, we need to also begin raising awareness of the overall value of Canadian content more generally with all Canadians...."