First, I think this was the most tweeted Prime Time. Sure, I was tweeting up a storm and so were a number of the usual suspects but there were a lot more newbies including, I was pleased to see, a number of producers. (Self-promotion aside – if you would like to become active in social media yourself, I have developed a Social Media for Media Executives workshop that I am currently making available to companies. Contact me if you are interested.) So you may be thinking – is it possible to just stay home and read the tweets? In my opinion, no.
Tweets are good if you can’t make it to Prime Time but you miss out on a lot if you’re not there. Prime Time is half panel discussions and half networking. There is no facilitation of the networking (see my earlier CrossmediaTO post) but it is a great place to build relationships with most of the top television producers, broadcast executives, funders, guilds and associations and a smattering of government people in attendance. And of course a number of independent consultants such as myself. There also seems to be a growing number of digital producers. One year soon, there will be no such distinction and we’ll be talking only about screens. (And on a personal note, if you’re going through another transition in a fairly long career, Prime Time is a great place to spread the word and feel the love.)
There were two big buzzwords from this year’s conference – disruption and destruction. Disruption of business models (is international licensing dead?) and outright destruction of markets (video game rental certainly is). Panelists sometimes disagreed (is it a disruption or just a challenge – does that distinction matter?) but the theme of the conference was that the world has changed and we all – from cable companies to broadcasters to producers to talent – better start thinking creatively if we hope to ride the wave. Some in attendance already know this and are out in front but there were plenty in the room who need to hear this message oh, a few more times probably, before it sinks in.
Jean-Pierre Blais, Chair of the CRTC, continued the theme with his keynote speech. It was quite a surprising speech. Blais told producers that they need to be creative in their business approach. He told them to be discontented with the status quo in order to be truly entrepreneurial. Find new partners and new markets. He coined a new word when he told the room that under his watch the CRTC would not be ‘protectionist but promotionist’.
There were some key messages here that I think we all should keep in mind over the next little while. The Canadian independent production industry is very well funded right now with the BDU contribution to the CMF, the hard won CPE (Canadian Programming Expenditure) requirement and a rather large amount of benefits money. Benefits will expire and the walled garden that is regulated broadcasting is being disrupted. I think Blais is telling us here that we need to find new business models and new partners or five years from now we will wake up and find ourselves without CPE or CMF or benefits and there will be no way to finance Canadian television.
The other key message revolved around another buzzword of the conference – discoverability. In a regulated world with scheduled programs and a TV guide, the audience can find our programs, if they aren’t moved around too much. But when content is available on multiple platforms without regulation to protect and ensure access then ways to enable the audience to discover Canadian content becomes key. I am not sure what tools are at the CRTC’s disposal to allow it to be ‘promotionist’ but the message is an important one, and one that carried through to several other panels that day.
‘So think big. Give us WOW. Help us discover what we want to watch.’ – Jean-Pierre Blais
P.S. I’ve been asked to finish my Bell-Astral2 post now that the PNI is out and I will get on that shortly. There’s also a request for a post on the new co-pro policy framework and I’ll get on that one too soon. But first – some work that pays the bills!!