New Initiative to Promote Canadian Content

March 15 2011

Montreal/Toronto, March 11, 2011? Telefilm Canada announced today it is embarking on a broad initiative intended to deliver on the primary objective of its new corporate plan: stimulating demand for Canadian content.

The underlying principles of its new corporate plan were unveiled by Telefilm?s Chair, Michel Roy, and Executive Director, Carolle Brabant, during the organization?s annual public assembly held last December in Halifax, Nova Scotia.

?Telefilm wants to create a groundswell in favour of Canadian content,? Carolle Brabant reiterated today. ?The current success of Canadian films provides an ideal context for achieving this initiative, provided we put the necessary effort behind it. I am delighted that the Canada Media Fund (CMF) is joining us in this major endeavour and that Valerie Creighton has accepted Telefilm?s offer to lead this project.?

“This initiative underlines the Canada Media Fund?s expanded mandate for the marketing and promotion of Canadian content. One of the Fund?s strategic objectives is to reward the success of our rich and compelling Canadian ideas, stories and creative content,? stated Valerie Creighton, President and CEO of the CMF. ?The initiative will build on past success and explore new and innovative ways to ensure content is more widely accessible and stimulate demand for Canadian stories.?

Brabant and Creighton are of one mind that the time has come to leverage the success and investment in our content. The project will look to industry expertise from the production, broadcast and distribution sectors as well as other agencies to work towards a cohesive strategy that positions Canadian content in the forefront, and that will explore and leverage the opportunities offered by multi-platform digital distribution and social media.

Local investment, local ideas, local return

The strategy to be developed will be grounded in the rich cultural and entrepreneurial vitality of Canada?s provinces and territories. Advice and engagement will be sought from the Telefilm staff, industry, elected officials, business as well as other community leaders and influencers in cities and towns throughout the country.

The goal is to establish dynamic public-private partnerships, to generate innovative ideas and locally tailored solutions to improve the visibility of, and demand for all Canadian content: feature film, television and interactive digital media. 

International appeal

In parallel to the work undertaken at the local level, initiatives will also be developed to track, promote and further enable the international success of Canadian film, television and interactive digital media projects, including co-productions, reinforcing the industry?s dual role as the window on the vibrancy of Canadian culture and as a significant driver of the Canadian economy.

?With the launch of this initiative in April 2011, our objective is to further support the expression of Canadian culture by enabling a broader local and international reach of compelling content,? stated Carolle Brabant. ?This in turn will provide economic and cultural benefits to Canadians and develop a pride of ownership in the investment, success and impact of Canadian content.?

About Telefilm Canada

Telefilm Canada is a federal cultural agency dedicated to developing and promoting the Canadian audiovisual industry. Telefilm provides financial support to the private sector to create distinctively Canadian productions that appeal to domestic and international audiences. Telefilm also administers the Canada Media Fund?s programs. Visitwww.telefilm.gc.ca.

Connect.Create.Innovate.The Canada Media Fund (CMF) champions the creation and promotion of successful, innovative, Canadian content and software applications for current and emerging digital platforms through financial support and industry research. Created by Canada?s cable and satellite distributors and the Government of Canada, the CMF aspires to connect Canadians to our creative expressions, to each other, and to the world. Visitwww.cmf-fmc.ca.