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Crtc june 12, 2006 commercial radio policy dln201! (1)


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"Help, I'm independent, Help, Help, Help, I'm diverse too". (In person May 15 & by mail June 29) 2006

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Crtc june 12, 2006 commercial radio policy dln201! (1)

  1. 1. 1 Help, I'm independent . . . Help, Help, Help, I'm diverse too! In the following pages I will try to simplify as much as possible “the DIVERSITY process” to achieve a Canadian broadcasting industry that will truly reflect the demographic Canada of today. Although, I do hope to make it in less than 20 pages, I will try to cover all aspects of our suggestions including the problems and their possible solutions. 10091 COMMISSIONER PENNEFATHER: What I wanted to comment on is you have made comments on various organizations. I grant you there is a spin-off but we would have to focus on the organizations and the specifics of this hearing in commercial radio. The only reason that we sent our comments and requested an in person presentation was because the CRTC was addressing Commercial Radio. Back in 1999 at the Public Hearing on Third Language and Ethnic Programming I was already addressing the lack of radio and TV for the Ethnics, especially for the second and third generation. Below part of my speech: 1026 MdlT: My experience lets me zero in two necessary issues. First issue, second and third generation ethnics. 1027 MdlT: Toronto with its 60 per cent plus of ethnic penetration demands a diverse TV and radio calendar. Today we have increasing new audiences of second and third generation ethnics that have grown up in our great multicultural fibre. While targeting programs for Canada's multicultural reality; Canada needs programs that encompasses the bridging from first to second and third generations. 1028 MdlT: Mainstream media, with very few exceptions, does not pay attention to this increasing growing audience. As an example, the music world. Music has to diversify at a greater, faster mode to serve the appetite of these audiences. Dance music alone comes as pop, dance, hip hop, house, drum and bass, Euro, jungle, garage, techno, disco, Latino, R & B, rap, etcetera, etcetera.
  2. 2. 2 1029 MdlT: Initially, market demand was one of the reasons why most ethnic radio stations have chosen to devote their schedules almost exclusively to first generation programming, going over the general CRTC requirement of a minimum of 60 per cent ethnic programs. 1030 MdlT: Radio stations could follow the successful format of CFMT, targeting programs to the second and third generations when audiences are more likely to hear and within their 40 per cent licence requirement. I still believe that in places like Toronto with more than 50% of the population and Vancouver and Montreal with at least one-third of the population composed of ethnic and racial diversity should and must have their airwaves, radio and TV reflect their population’s demographics. The upcoming opportunity of the relaxation of second adjacency rules should be embraced with commercial radio stations filling the gaps existing today covering those languages and those demographics that are not well reflected in the airwaves today. To meet the needs of the increasingly diverse multicultural, multilingual and multiracial society these adjacencies should nurture the second and third generation or the 12 – 34 elusive market. And, the ownership of those stations should also be a combination of, CAB members (that need to tap into a “foreign” but “too close to ignore” market) and have the business acumen experience together with new ethnic and / or diverse ownership bringing the grassroots knowledge to make it a successful venture, i.e. Flow 93.5 FM. 10093 COMMISSIONER PENNEFATHER: This brings me to the area that you say that you would comment on, and that is the CAB best practices proposal. 10101 COMMISSIONER PENNEFATHER: In any case, if you would focus on that because, as you know, there are a number of best practices dealing with private commercial radio. 10103 COMMISSIONER PENNEFATHER: Both in terms of employment and in terms of programming.
  3. 3. 3 10105 COMMISSIONER PENNEFATHER: So I think it would be important also to get your comments on that in a practical sense and obviously, too, the CTD and Canadian content. CAB BEST PRACTICES PROPOSAL – OUR COMMENTS “Canada has successfully evolved to become what is today one of the world’s most diverse, tolerant, progressive and open societies. A willingness to embrace change, pursue new ways of thinking and learn from past mistakes has made this possible. While Canada has a relatively progressive history of tearing down divisive barriers rooted in gender, race, ethnic, religious, lifestyle, cultural and age- based differences, there is, nonetheless, further room for improvement — for example by creating more family-friendly workplaces so that women are better able to combine family responsibilities and careers and by improving the opportunities for newcomers to Canada to gain recognition for their education, skills and experience obtained in their home country. Pursuing these kinds of changes for greater inclusiveness and participation is consistent with Canadian values, but also offers potential economic gains. The public and private sectors both have roles to play. It is tempting to assume that as a land of opportunity, anyone can achieve his or her dream for a better life, whether born in Canada or not. The opportunities are here and many are able to take advantage of them. But, for others, particularly newcomers, proactive measures, or simply the elimination of barriers, are needed if dreams are to be realized.” RBC Financial Group, The Diversity Advantage: A Case for Canada’s 21st Century Economy The above caption was presented at the: 10th International Metropolis Conference: Our Diverse Cities: Migration, Diversity and Change in Toronto, October 20, 2005. Diversity has become Canada’s number one challenge - - from security to immigration and from finance to broadcasting - - all industries are eager to top on an unknown but very promising market.
  4. 4. 4 CAB is “another of these industries” . . . Paragraph 210 (of their submission) “The business community is also aware that a more diverse customer base means they must change, adapt and create in order to stay competitive with the products and services they offer. In other words, within many of Canada’s economic sectors there is a broad recognition that diversity can mean strong business opportunity and business success. Companies that do not recognize the relationship between growing diversity and business success run the risk of losing out on potentially lucrative markets.” On Paragraph 205 (of their submission) CAB’s says: “Changes to the demographics of Canada’s population are at the root of the business case for diversity on radio.” Zeroing in Toronto where “more than 50% of the population of Toronto” is composed of ethnic and racial minorities” . . . is it NOT reflected in the radio airwaves! The road to Diversity is a long, difficult and sometimes scary process, but it can only be conquered and mastered with proactive and sometimes drastic measures that truly reflect change and commitment to the listener. On Paragraph 212 (of their submission) CAB’s says: “The private broadcasting industry is very much aware of the opportunity and success that harnessing diversity can represent, having recently completed two comprehensive research and best practices initiatives on diversity in the Canadian television industry.” 10047 MdlT: CAB: Tremendous and commendable effort. Our comment: been there done that. 10048 MdlT: I saw it coming when about three months ago CHUM started a diversity website for ethnic resources to assist us in reaching companies that can help. 10049 MdlT: They know this policy review could change their status quo and the fear factor is working. Better to anticipate and promise changes than ignore
  5. 5. 5 and let the CRTC act on its own. 10050 MdlT: With more time we will gladly analyze and respond to each and every one of their suggestions and propose better and more reliable changes. Like we always say, it is better late than never, especially when the CRTC will see the other side of the spectrum and be able to rule with a better market knowledge. The first two pages of CAB’s diversity brief (68 & 69) the CAB quotes mainly Stats Canada and the two studies done on Television by members of the CAB. Although the two Television reports are extremely thorough and very well done there is no comparison on the commitment to Diversity that Television has provided with the lack of acknowledgement of Diversity that exists in Canadian radio today. 10030 MdlT: Enclosed for your peruse copies four pages of the paperwork between members of the hispanic community and Stats Canada and the changes in the count of hispanic residents in Canada registered in the 2001 census. 10031 MdlT: Members of our community very aggressively requested a revision and the numbers jumped from 200,000 plus to 520,260, more than double. Above, part of my comments in Ottawa about Stats Canada and the Hispanic figures for 2001. In this new 2006 Census some of the basic questions were changed to provide a better reporting of our numbers, below some of our suggestions to Stats Canada
  6. 6. 6 - General category as `HISPANOS’ (similar to the classification of Jew, Black, Portuguese, Italian, and Irish). - Number of respondents whose country of origin and of their ancestors is as mine (i.e. Chilean, Ecuadorian, Colombian, Venezuelan, and so on). - Re: Question 19 What is the definition used to define “ethnic-group”? Listing a continental region as same as a country (Latin America & Filipino) If listing Latin American, then there is a need to request country of origin or cultural background. 10032 MdlT: From Stats Canada we were also enclosing pages with graphs including the Top Languages in Canada and the four languages with more youth, 12 to 34. 10033 MdlT: As you can see the largest is the Spanish, followed by a combination of Chinese Cantonese and Chinese Mandarin, and finally Portuguese. Combined, the total is 589,445 diverse possible listeners. 10034 MdlT: Maybe CAB members are not reaching to all persons 12-plus or teens 12-to-17, or do not know these figures, do not know how to reach them, or are simply scared of a Pandora box. Below 2 quotations from Statistic Canada, The Daily in reference to youth and Diversity. Visible minority population would remain younger The visible minority population should remain younger than the rest of the population 12 years from now. However, it too would be an ageing population with proportionally fewer young people and more seniors.
  7. 7. 7 Projections show that the median age of the visible minority population would be an estimated 35.5 in 2017, about four years more than it was in 2001. In contrast, the median age of the rest of the population would be 43.4 years, nearly six years more than it was in 2001. This differing age structure could have an impact on the working-age population. In 2017, for every 100 visible minority persons old enough to leave the labour force, that is, people aged 55 to 64, there would be 142 old enough to join the labour force. These people would be in the group aged 15 to 24. In the rest of the population, there would be only 75 potential entries for every 100 potential exits. Statistics Canada, The Daily, March 22, 2005 Study: The high educational aspirations of visible-minority youth The higher educational goals set by visible minority immigrant youth appear to be related to the educational values promoted within their families, according to a study originating from the Research Data Centres. Data from the Youth in Transition Survey were used to examine differences in the goals for postsecondary education among 15-year-old students. The study found that 79% of visible-minority immigrant youth aspired to obtain at least one university degree in their future, compared with 57% of Canadian-born non-visible minority students. It found that the parents of visible-minority immigrant students generally have higher levels of education than their Canadian-born counterparts, and also express more positive hopes for the educational attainment of their children. About 88% of visible-minority immigrant parents stated that they hoped their children would acquire a university education, while 59% of Canadian-born non-visible minority parents expressed the same goal for their children. Visible-minority immigrant students also tend to report higher grades and have higher levels of school engagement than Canadian-born students. Differences in the future educational goals of visible-minority immigrant and Canadian-born students were also found based on gender, region, community size and socio-economic status. However, language first spoken and family structure were not found to be related to differences
  8. 8. 8 the students' educational aspirations. Statistics Canada, The Daily, April 4, 2006 Ever since my trip to Ottawa and my assignment we have done research on the CAB and I was pleasantly surprised for all the energy, manpower, efforts and funds they are putting toward the fostering of Diversity. It is really commendable and it is definitely appreciated. They are trying to do so much and so perfect that in a way they are loosing perspective of how easy, simple, fun and lucrative conquering Diversity could be. Jusk ask Shaw / Corus . . . with Telelatino! CORPORATE ACCOUNTABILITY As professional and established companies each corporate group or radio licensee should monitor and report on diversity initiatives on an annual basis. As an ethnic listener being in the media for over 20 years in Canada and dealing, working and being a strong community leader in the Hispanic community and knowing key people in other communities . . . we definitely need and want more. Our Solution (organizations and its specifics in commercial radio) - BBM It is logical and simply common sense to know how deep and where you are jumping before you jump! We have already found out that Stats Canada is not the Bible and we might think that Corus’ Telelatino’s Success was just pure luck! The only accountability that the Canadian Association of Broadcasters owns and uses to learn the when’s, what’s, where’s and how many’s listeners they have is BBM . . . why not pay BBM to do a Diversity Study together with ComQUEST? “BBM Canada is the leading supplier of radio and television audience rating services to the broadcast advertising industry in Canada. ComQUEST Research Inc. is a wholly-owned subsidiary of BBM Canada, specializing in media research; advertising effectiveness; research for financial institutions; public opinion polling, and consumer research. Not
  9. 9. 9 only are we one of the largest and most experienced research suppliers in the country, we are the only research organization in Canada that is industry owned and run.” A perfect combination to do the first Special Diversity Study in Canada! ComQUEST already did the Toronto Chinese Media Habits Study 2005. Fieldwork conducted by ComQUEST Research with data weighted according to 2001 Census and Statistics Canada. Please see At this time BBM / ComQUEST is advertising for a Market Research Interviewer – Bilingual Korean and English. JOB SUMMARY: You will contact households by telephone to conduct market research interviews. The interviews will be conducted in either Korean and English. To our questions, BBM’s representative told us that they would need to know the following: . Understand what we are trying to do. . Know the size of the market. . Number of people to interview. . Language. . Ethnic background. . Sample size. . Recruit a sample that is large enough that the DATA is credible. . Add questions to the Diary. After they are aware of all of the above they would ask. . Can we? . If we can? . Cost? Looking at BBM’s Diary it seems it does not reflect today’s demographic
  10. 10. 10 realities. Although very helpful they were not very comfortable talking to me or answering my questions . . . they did not know how deep it was . . . PROGRAMMING What the CAB describes is “The Diversity Kindergarten” (we are still learning so it has to be at a slow pace) and would have worked fantastic 15 to 20 years ago. CHUM, especially on TV, has being doing something similar in its programming for a long, long time and surely they got the market and the viewers. Today, in Toronto, with “more than 50% of the population composed by Ethnics and racial minorities”, it is almost a comic story. It is so easy on Television because the visuals tell the story. How are they telling their audience on radio . . . with an accent or with a foreign name that reflects a nationality? Whatever the way, let us support this initiative and facilitate their way. Before going into the music part with SOCAN I would like to say that the Ethnic Media, from print to TV, will be a tremendous asset for the CAB to tap on. As a matter of fact as a Hispanic, I a very proud to say, that there is a tabloid called “Orgullo Hispano” (Hispanic Pride) that its mandate is to promote entertainment and broadcasting news. It was there that I learned that CHUM had hired Ana Rodrigues, as a Sales Executive. Community associations could also help but the best way to reach Diversity is using their own media vehicle - - the radio. A commercial on the air reaching to ethnics, using their voice with a hello (like Standard has done with their talent bank) will let Diversity know that you belong, and that is precisely what we are searching for when we choose a country or a city to spend our lives. Putting myself in the CAB’s shoes, this initiative is good and for them risky. For us, the 50% plus is not enough. We would like to see more real interaction where we are an integral part of the community. Our Solution (organizations and its specifics in commercial radio) - SOCAN SOCAN – I had the pleasure to talk to Bill Wilson, from the Communications & Marketing Department. He agreed with me that
  11. 11. 11 SOCAN collects royalties and distribute payments to artists performing third language music but . . . it is not monitored or accounted. This is a magnificent way for the CAB members and others that would benefit from the knowledge of Diversity numbers who and what songs are being played. Surely, this service has to be funded. 10044 MdlT SOCAN: We mentioned it in our written comments. They collect royalties from radio stations and they distribute payments to artists performing third language music, but they do not produce statistics of the diversity of the artist. NEWS AND INFORMATION PROGRAMMING There are two stations that are doing a tremendous job reaching Diversity in the News. One is CHUM (more on TV) and the other CBC. We can also mention the work at OMNI I and II but their license is directed to Diversity. Again, I would like to reiterate that Ethnic Media, from print to TV, will be a tremendous asset for the CAB to tap on. There is so much ethnic talent that could be used to report news from their own local communities. I might sound repetitious but we need and want to belong. RECRUITMENT, HIRING AND RETENTION The idea of hiring Diversity is tremendous . . . but I DO HOPE that they allow them to bring their background, knowledge and culture to the job. A personal advice, if there is more than one job, pick them from different continents and let them form “a bank of knowledge for all Diversity”. There are many associations that have resumes for Diversity talent. We have had the pleasure of working with owners of radio stations in their countries and others that do a morning show in New York while living in Toronto. There is an enormous amount of professional and savvy talent that beside their talent they will be able to bring listeners and future clients.
  12. 12. 12 INTERNSHIP, MENTORING AND SCHOLARSHIPS If all members of the CAB offer: 1 internship, 1 mentoring and one scholarship it will be on front pages of the TORONTO STAR, the mainstream print media that supports and covers Diversity on a daily basis. Before I mentioned that there are so many of us that are over “more than 50% of the population composed by Ethnics and racial minorities” that sometimes drastic measures have to be taken into consideration. This will be a drastic measure that will bring a positive outlook of the CAB members and it does not take so much funding and / or risk. COMMUNITY AND INDUSTRY OUTREACH This is a great and easy way to reach the communities. It would take a dedicated person (s) to get to the proper information of the enormous amount of community associations reaching the 130 languages for the almost 200 countries that live in the GTA. University of Toronto, Tim Rees We are focusing in the GTA as I have spent here 21 years of my 23 in Canada living in Toronto and in different capacities I have worked with 3 radio stations in the GTA. INTERNAL COMMUNICATION Communication is the basis of all relationships. Communication within your peers and communication within your company and staff is a must to maintain the proper atmosphere to support the Diversity project. On Paragraph 225 and 226 (of their submission) CAB’s speaks: In these 3 paragraphs the CAB talks about a template and the start saying, “in addition to this work, there is recognition that radio stations must also have tools at their disposal that will enable them to assess progress on cultural diversity in their programming and within their stations”. Further CAB refers to a “reporting template will allow the Commission to monitor radio’s progress in advancing diversity while at the same time provide station operators with a flexible and streamlined
  13. 13. 13 reporting mechanism.” And they finish with “annual reports on radio’s diversity initiatives will be filed with the Commission.” Beside the two reports dated July 2004 and September 2005 for Diversity in Television, the very detailed and well structured website and the effort and dedication put forward to create and write Then . . . Now Private Radio’s Changing Realities - - - this commitment from the CAB for an annual report on diversity initiatives is one of the best news in the industry today.
  14. 14. 14 OUR VISION OF COMMERCIAL RADIO AND DIVERSITY During the question and answer period in Ottawa, I was asked: 10112 When you look at radio, if you had to focus on a priority for radio and diversity, what would it be? My answer, at that time, was to exercise and make mandatory the 15% allowed “in the ethnic policy governing, and it's also related to commercial radio in the sense of what commercial radio is allowed to carry in terms of third language.” Although, our reasons are still the same, see below: 10131 If you look at all the TV, they have done it TV. They give the Saturdays or the Sundays, that people are sort of relaxing, and they give it to ethnics. 10132 They give it and they make money. But it also gives the ability to contact the consumer, the Canadian consumer. 10133 We are not here to promote ourselves with our own peers. We were born there. We were raised there. We speak the language. We eat the food. We dance the music. But we want to talk to the Canadian consumers, to Canadians. 10134 COMMISSIONER PENNEFATHER: So you are looking at focus on not just ethnic stations but mainstream radio. 10135 MS de la TORRE: Definitely. My answer today is a different one. I have analyzed better the Diversity papers (two studies and Then . . . Now) from the CAB and see an effort and a dedication that deserves an opportunity. Personally, I chose Toronto instead of Montreal and my main reason was the language barrier. It is definetely a challenge when there are over 130 languages in a City like Toronto.
  15. 15. 15 COMMISSIONER PENNEFATHER: Today, when I look at radio, and I focus on a priority for radio and diversity, what would it be? Try to get as many ways possible to measure our true statistics in all aspects; number of people, listeners, demographics, artists, cd’s published, music, etc. to assure our accountability, transparency and monitoring. 1. It will be very hard for the CAB members to air “non English or French music” and, although I would love to hear it, it is not very sensible for me to push the issue . . until proper quantifiable audience research is conducted that is commensurable with the corresponding diversity of the served population. So I will create ideas that will enhance what we already have with added value letting each CAB member to cooperate as they see feasible while using CRIA’s watchwords - - - accountability, transparency and monitoring - - - when dealing with Diversity. We already wrote about the CAB and SOCAN. Our Solution (organizations and its specifics in commercial radio) - BDS Looking for our precious accountability and trying to find ways to prove our points we went to BDS (Broadcast Data Systems) and bought the log report for six stations: FLOW 93.5, 98.1 CHFI, EZ ROCK 97.3, 102.1 THE EDGE, 104.5 CHUM and Z 103.5 for Thursday, June 6, 2006. Of the six stations the one that plays more “ethnic music” is Z 103.5. Surely enough, Z 103.5 is number # 1 Teen Station, #1 18 – 24 Station, the #1 18 – 34 Station and the # 1 25 – 34 Station. So now we know where “the elusive Diversity youth is.” Our Solution (organizations and its specifics in commercial radio) – ChartAttack and Canadian Music Network ChartAttack - We will talk to see if there we can have a Diversity Specialty Chart or Canada’s World Chart based on Ethnic Radio Airplay. It will work the same as the one from College radio and will bring new opportunities
  16. 16. 16 within a different and growing market share. He is interested as long as whatever we do speaks to his audience. His audience is 15 - 24, mainly into rock and associated styles of music. Canadian Music Network – At this time, Canadian Music Network has a hold and will be “consulting with the industry to research ways and means to develop future strategies for Canadian Music Network”. I asked, does a part of your strategy has to do with Diversity? We still have not been able to talk to her. Our Solution (organizations and its specifics in commercial radio) – FACTOR and CIRPA CIRPA - Talked to Cori Ferguson in Ottawa and told her that I have personally travelled with CIRPA and she had not mentioned Diversity. We will definitely work with them again to promote CANCON Diversity around the world. FACTOR - We asked FACTOR if we could work Diversity in a similar way that they have worked with the Coalition of Nine Provincial / Territorial Music Industry Association. Talked to Heather Ostertag and she is very willing to plan something as complete and rewarding for Diversity. Our Solution (organizations and its specifics in commercial radio) – MAPLETHNIC We truly believe that MAPLETHNIC is a solution to many of us in the Diversity world. It is a good looking site; very complete and handy, and is able to provide the expected purposes as stated in the ethnic policy. MAPLETHNIC needs more funding to be able to take it to the next step. We talked to Carmela Laurignano from CIAO Radio and she confirmed how committed they are to make this work. This funding should be mandatory to all “ethnic radio stations” and voluntary to commercial radio stations when they are able to benefit from it. Below we will comment on how we plan to contribute.
  17. 17. 17 OUR DREAMS FOR DIVERSITY IN TORONTO 1. Spectrum Licence - We will apply for a one month licence from Industry Canada to promote a Parade in Jane & Finch. The licence will also be use to ask Diversity members to bring us their CD’s to promote them on air and at the Parade. It would serve two purposes, more accountability and a way to help MAPLETHNIC in their search for more content material. 2. The Canadian Diversity Idol - let each CAB member cooperate as they see feasible while using CRIA’s watchwords - - - accountability, transparency and monitoring - - - when dealing with Diversity while maintaining their genre of music. There are two issues that I have not addressed yet: CANCON and CTD. CANCON - If CANCON is complicated CANCON and DIVERSITY is more. Our suggestion: whatever arrangement you make for CANCON offer an extra bonus for CANCON & DIVERSITY. These will entice the CAB members to play our music and will definitely make the Diverse artists happy. CTD – We truly believe more dedicated funds should be allotted from all sides directed to Diversity and the development of an industry. We will work with FACTOR and see later what can be done with Starmaker on a more direct way for the artists. I will again, thank the CRTC for allowing us to present our “cause case” for Diversity in Canada. We will continue to try to foster Diversity and the Hispanics in every way, shape or form. I am available for any consulting or “suggestion” at any time is deemed necessary. We will leave you with two thoughts: a big group of the younger Canadians that Ms. Oda is talking about in the technological world of today happen to have a Diversity background. And, Radio Licences are granted to serve the LOCAL population of a given market. Thus should serve the market proportionally in accordance to its diversity and demographic mix.
  18. 18. 18 Sincerely, Magda de la Torre Matiz Communications Inc. 603 Glengrove Avenue North York, Ontario M6B 2H7 Telephone: (416) 784 – 5663 Email: