Davey Throws Flag On CRTC Decision

August 4th, 2015 | Matthew Chung, Manager, Communications and Content

Judy Davey
Judy Davey

ACA’s incoming VP of Media Policy and Marketing Capabilities is already making her presence felt. Judy Davey tackled the CRTC’s decision to eliminate simultaneous substitution during the Super Bowl (providing Canadian viewers with access to the flashy U.S. ads) stating in an op/ed in Media in Canada why a change to the regulations is a bad idea.

“It’s a call based on flawed logic,” Davey argues. “And while it may make for interesting water cooler discussions on a Monday morning in February, it does so at the expense of a cornerstone CRTC policy that has long benefited the entire broadcasting system, including Canadian viewers.”

 
Davey goes on to state four reasons the sim sub system should be maintained:

  1. Simsub gives Canadian advertisers the chance to reach Canadian consumers, enabling them to grow their business and create jobs.
  2. Canadian advertisers already face restricted access to Canadian audiences, so further restrictions would be detrimental to the broadcast ecosystem.
  3. U.S. and other foreign advertisers are not held to the same advertising standards as Canadian businesses, meaning Canadians are likely to be presented advertising that is irrelevant to them.
  4. Fewer TV commercials will be made, reducing opportunities for Canadian performers and eliminating commercial production activity

Davey notes it’s not too late for the CRTC “to call an audible” on its decision. Bell Media (owner of CTV, which has Canadian broadcast rights to the Super Bowl) is appealing the regulator’s decision before the Federal Court of Appeals, with the support of the National Football League, and ACA will continue to advocate and do what it can to support Bell Media in this matter.