#FIRSTLOOK: TELEFILM CANADA, CANADA MEDIA FUND, INDIGENOUS SCREEN OFFICE AND NATIONAL FILM BOARD OF CANADA ANNOUNCE PARTNERSHIP

Telefilm Canada, alongside the Canada Media Fund (CMF), the Indigenous Screen Office (ISO) and the National Film Board of Canada (NFB), are announcing a strategic partnership to strengthen the audiovisual sector’s understanding and reach of audiences by prioritizing and harmonizing the measurement and collection of audience data.

This new audience data initiative is one of the various projects brought forth by the table of leaders at federal organizations of the audiovisual sector (Telefilm, CMF, ISO and NFB). For more than a year, the federal audiovisual table has been working with the department of Canadian Heritage to modernize the Canadian audiovisual ecosystem marked by intense competition and questions of cultural sovereignty. This concerted audience-centred approach will inform more effective strategies for reaching audiences, increasing the impact of the richness and diversity of Canadian and Indigenous stories —whether in feature films, television, documentaries, or animated films— and ensuring its discoverability across digital platforms and cinemas.

Building on the Telefilm-led pan-Canadian consultation, which engaged over 50 active companies and key partners in the audiovisual sector, and resulted in the Exploring the Futures of Distribution – Strategic Visions for the Canadian Audiovisual Industry report, greater collaboration is essential to create a cooperative ecosystemic approach centred around audience.

“This joint initiative is a foundational step towards centering audiences around everything that we do, combining our expertise and audience-data to bridge the gap between our ecosystem’s value chains and audiences,” said Julie Roy, Executive Director and CEO of Telefilm Canada. “The continuity of our partnerships is paving the way for us to better support the cultural impact of Canadian and Indigenous cinema and position our stories where they belong – at the forefront of screens at home and abroad.”

“This is just the beginning of a major undertaking that will lead to a more concerted action with not only the funding agencies, but will also involve the audiovisual sector at large,” said Valerie Creighton, President and CEO of the Canada Media Fund. “By modernizing how we gather and share audience insights, we will ensure the viability of Canadian content in an era of rapid broadcast and digital change.”

“By strengthening our data collection and audience insights, we can better understand how Indigenous stories are discovered, shared and watched,” said Kerry Swanson, CEO of the Indigenous Screen Office. “This will allow us to amplify Indigenous voices, ensure equitable visibility in the marketplace, and connect these vital narratives with audiences across the country and the world.”

“This collaboration marks a turning point for Canada’s film ecosystem,” said Suzanne Guèvremont, Government Film Commissioner and Chairperson of the National Film Board of Canada. “By aligning our approaches, the production, promotion and distribution of Canadian films will be better positioned to reach Canadians and reflect the richness, diversity and creativity of our stories for years to come.”

Ongoing key partnerships among the agencies include:

Canada Media Fund and Telefilm Canada announce a three-year joint strategy to increase industry inclusivity
ISO to administer CMF’s $10m Indigenous Program in a new chapter for Indigenous screen content | Canada Media Fund
In a collaboration to equip Canadian producers with innovative technology and skills to drive viewership, Telefilm Canada, the Canada Media Fund, and the National Film Board of Canada are joining founding sponsors to expand Magnify Digital’s Audience Development Pilot.

The collaboration of the four organizations to work towards a structured modernization of the Canadian audiovisual distribution landscape will involve many players in the audiovisual sector. More to come in the months ahead.