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According to the Shaw Rocket Fund, if you start children on a early diet of high-quality Canadian programming, you can turn them into lifelong Cancon consumers. The CRTC first needs to take steps to reverse the 27% drop in Canadian children's programming over the last eight years.
In 1999, the CRTC removed children's programming from the priority programming list as part of its policy framework. It did so in part because it believed there was a sufficient business case for broadcasters to continue airing the genre.
Without being obligated to commission children's shows, production fell from $386 million in 1999 to $273 million in 2006. While spending rebounded last year to $337 million, financing did not come from the regular streams, which means that it might not be there again this year.
Apart from the CBC, Canada's over-the-air services no longer air kids programs. The Shaw Rocket Fund is thus urging the CRTC to reinstate children's programming in the definition of priority programming at appropriate viewing times for children.
In addition, the Rocket Fund is asking the CRTC to allow its primary financer, Shaw Communications, to raise its annual allocation to the fund from 0.6% of its revenues to 1%. This would result to an additional $3 to $4 million, which could help fund up to 15 more programs a year.
The Rocket Fund also wants to put money towards multi-platform kids content, and will be lobbying the CRTC for permission to do that.
Source: Tech Media Reports, 03/28/2008
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