:
Thanks a lot, Mr. Chairman.
[Translation]
I will be making my presentation in French.
[English]
I'll be happy to answer questions in English if you wish.
[Translation]
It is quite a challenge that you face, to define the role of a public broadcaster in the 21st century, in the world that is completely different from the one we have known until now, and above all, in a world in which the public broadcaster was not designed. It was designed for a period that did not have the wealth of choices that we are experiencing now.
That image is a good illustration for the theme I wish to develop. I was told that I should be brief, and that you prefer to ask questions rather than listen to a long speech. In fact, that is more or less what the world is becoming, for professors as well as for journalists. Formal lectures are being replaced by seminars because students do not like long speeches anymore. I am not implying that you are students, but I think that that image defines clearly what the public broadcaster should be now, in my opinion. It is the blue fish in an aquarium of red fish. The title of this book—I have the English version but it exists in French as well—is Making a Difference: The Blue Fish Among the Red Ones.
[English]
This is what the public broadcaster should be in the 21st century--the blue fish, the different broadcaster.
[Translation]
Why? Because a great many of the missions that the public broadcaster had in the 21st century, of the roles it was trying to play in the last century, are now fulfilled by specialized broadcasters, sometimes public, sometimes private. In this way, some of the general ideas that we have about the public broadcaster... Furthermore, it remains part of the legislation. I am not saying that we need to change the act. However, when the latter says, for example, that the public broadcaster should contribute to shared national consciousness and identity, the principle is no doubt still valid.
And yet, when a network has only a 5 or 6% audience share, as is the case for the English network of the CBC, it is difficult for it to share this national consciousness; it is difficult for it to be what certain researchers call the “social link”; it is difficult for it to build a nation. We have long said that the CBC should be the nation builder. But 5% of the audience—I am speaking mainly about television today—does not add up to a lot of viewers to build a national consciousness.
In the 21st century, we must see the public broadcaster within the context of fragmentation. We conceived of our public broadcaster in the same way as we conceived of our broadcasting system during an era when we talked about broadcasting. I use the English terms, because in this case, the English says much more clearly what it is I am trying to say. Broad means big. We spoke of broadcasting and we continue to do so. But now, we live in a world that is one of narrowcasting. Narrow as opposed to broad.
All of this unfolded over a long, 20-year period. In 1985-1986, when my colleague Jerry Caplan and I wrote the report of the Task Force on Broadcasting Policy, the Groupe de travail sur la politique de la radiodiffusion, specialized channels were just coming into being. It was the beginning of this fragmentation. At the time, there were a few specialized channels, including several in English. It was also the beginnings of French-language specialized channels. Now, there is an infinite number of channels.
It is very clear that we can no longer conceive of the television role of the CBC and Radio-Canada in the same way we did 20 years ago. It is not possible. In the same way that the main stream private networks have financial problems because they survive on advertizing—on a commercial basis—because of fragmentation. The public broadcaster is also experiencing problems and must review its role in the current context, and much more, as this fragmentation will continue to increase because of the Internet and other new media.
We must therefore see the public broadcaster within the general context of this fragmentation. That does not mean—I particularly do not wish to be misunderstood—that the public broadcaster is no longer important. The public broadcaster is just as important as in the past, but in my opinion, the main principle that should now be guiding its activities... The public broadcaster was founded, was built up over the years on a certain number of principles: universality, that is to say servicing all the regions and all social groups, etc., diversity and independence. During the 1990s, a new principle developed: that of particularity, of specificity. This is what we must bank on for the future of the public broadcasting. Radio is playing this role very well.
What does specificity mean, concretely? When a viewer turns on his television and he is on the public broadcaster's channel, he must realize right away, very quickly, that he is on the public broadcaster's network. This is not always the case. Sometimes it is, but that is far from always being the case for television; for radio, on the other hand, this is always true.
When you turn on your radio and Radio-Canada is on the dial, you know immediately that you are not on a private channel. There is a difference. That is Making a difference. There is a specificity there. Public television must manage to do the same thing that has been done on the radio, that is to allow us to distinguish it from the private sector. We can come back to this issue, if you would like to speak about it in more depth during the question period.
What is the main reason for our being able to tell right away, to recognize the radio service as distinct whereas this is not the case for television? It is the absence of advertising on the radio. On television, it is the advertising that makes the difference. The more advertising there is, the less we recognize the distinctive character of public television. I am fully aware that the economics of television are not the same as the economics of radio. The distinction must be made. Perhaps we do need some advertising to finance television. However, the more advertising plays a part in the overall financing of television, the less we will be able to see the distinctiveness of public television.
I do not want to delve into the subject of programming, because I do not believe it is the role of analysts of public television to take themselves for television programmers. Therefore, I do not want to begin to discuss which programs correspond to what public television should be and which do not. I will however give you two or three examples of programs.
Another thing I would like to emphasize is that I would really not want to leave you with the impression that public television should be an elitist television. That's not the intention of distinctive television. Distinctive television must speak to the general public, because all taxpayers pay for this television. Therefore, there must be something in it for everyone. All kinds of programming must be present on public television: variety shows as much as current affairs, dramas as much as sports. On the other hand, what is important, is that each genre should be treated differently when it is on public television. We should not create variety programs in the same way on public television as is done on private television. Sports coverage should not be done in the same way on public television as it is on private television. Indeed, it is interesting to note that there is a difference. On the French network, since sports coverage of, say hockey for example, moved over to the Réseau des sports—Réseau des sports is the equivalent of the Sports Network—the way in which hockey games are covered is not the same as when the Canadiens matches were broadcast by Radio-Canada, the public broadcaster.
Nor is it true that when the public broadcaster does more difficult things, it does not attract viewers. Currently, there is an example in terms of information. There is a science show called Découverte which is always broadcast on Sundays at 6:30 p.m., and it is currently attracting many viewers because it is presenting excellent BBC programs in a French version.
The legislation and the spirit of the Canadian television system emphasizes canadianization before and above all else. We must not vilify foreign programs. There are foreign-made programs that can be of the highest quality. There are even American shows that can be of a very high quality. The BBC program that is reviewed by the Découverte team has drawn, I am told, up to one million viewers over the month of April. This is a dry program, a difficult program.
I will give you another example. It will be the last, because I am far from being the programmer. There is a program called L'épicerie, and it is the perfect illustration of what I am trying to explain: doing things differently. There are food shows on all the networks. On the private networks, what are the food shows? They are interesting, but they are cooking shows.
[English]
So on the difference between what we see on the French television regarding food, this is an explanation. This is real journalism about food, whereas we don't see anything like that on the private networks. On the private networks we see programs on cooking, and I feel this is a very good example of what I'm saying. In public television there should be all sorts of programming, but it should be different from the private sector. Journalism about food is different from making a program about cooking. This is the same area, but the journalistic treatment on public television makes the difference.
[Translation]
According to the data, L'épicerie has had an audience of over 700,000 people over the month of March, at 7:30 on Wednesday evenings.
This is not 3 million or 2 million people. We do not get 3 million people anymore. That era of 3 million people watching the same show is over. French-language television, which is exceptional, sometimes has an audience of 2 million people. Seven hundred thousand people is not 2 million, but for an information show like this, which is doing excellent work on a very specific subject, that is very, very good.
What does public television do differently? International news.
[English]
This morning in the Ottawa Citizen there is an article on the editorial page comparing Justin Trudeau and René Mailhot. René Mailhot died over the weekend. He had been doing foreign affairs for the French network, both radio and television, for I think 30 years.
[Translation]
René Mailhot explained foreign affairs very simply. He made things understandable to the audience. This is precisely another example of what public television should do and what does not exist on private radio or television. No one on private radio would spend 10 minutes explaining the geography of an international problem. That is the role of public television.
The public broadcasters must be present, as they are in fact, and CBC and Radio-Canada are doing good work on the Internet. In the current context and given the rise of the Internet, some analysts would like to do away with the traditional network, and see the public broadcaster become an agency that produces or has programs or other content produced that would be broadcast on various platforms, choosing the best platform in light of the program or the content. There would therefore no longer be a network. Programs would be produced by the public broadcaster and broadcast here and there, largely on the Internet.
It is an interesting idea, but I believe it is only a medium-term solution. The risk that not only the public broadcaster but the media in general are running today is that they prepare for the long term while forgetting about the short term, forgetting about tomorrow morning.
Traditional media like newspapers are in decline, and the Internet is rising, albeit slowly. There is never a revolution in the media world. History has shown that there is no revolution, but a slow evolution. The danger is to be getting ready for the long term by going forward only with solutions like those that I have suggested, that is to say abandoning the networks and producing programs that would be distributed across the country, and forgetting about the short term. Television is still a powerful medium.
In conclusion, I will read you the last three sentences of the short text that I sent you:
We must be careful, it is wrongheaded to prepare for the long-term future while ignoring the immediate future. Television is still a powerful medium. The vast majority of people still watch television for their information and entertainment needs. Announcing its imminent decline is premature.
:
I would like to begin by thanking the committee for hearing me within the context of its investigation of the role of a public broadcaster in the 21
stcentury. I consider it a privilege.
I will start with a few words, because I am not as well known as my illustrious friend, to tell you that I am originally from Saint-Georges-de-Beauce, Maxime Bernier's riding. I worked at Radio-Canada for 30 years, first of all as a reporter, but mainly as a manager. Before assuming the position of ombudsman, I contributed to the development of the Réseau de l'information project. Between 1995 and 2000, I headed the Réseau de l'information.
There are a thousand and one ways of addressing the issue which is the subject of your deliberations. Some may say it is an inexhaustible subject. One way of looking at the issue is to examine the needs of Canadians when it comes to having a public broadcaster. In my opinion, the need for quality information will remain in the 21st century.
I'd like to address a more specific issue, the role an ombudsman may play in terms of quality information. I will do so in two parts. I will first briefly describe the position of Radio-Canada's ombudsman, and then I will explain how the Broadcasting Act may support this role.
The role of the Office of the Ombudsman, created in 1992, is two-fold. Namely: to help maintain the high quality of CBC/Radio-Canada journalism; and to give the public the opportunity to refer complaints to an impartial and independent authority.
What exactly does the ombudsman do? The ombudsman determines whether the journalistic process or the broadcast involved in a complaint, relating to the radio, television or the Internet, does in fact violate the corporation's journalistic policies.
The corporation's journalistic policies is known as the Journalistic Standards and Practices. It is a small booklet I have here with me. In fact, it is a series of rules, like a code of ethics, which are provided for Radio-Canada's newscasters, and upon which Radio-Canada agrees to be assessed. If you would like to challenge or analyze Radio-Canada news, you can use this guide, which is based on three main principles: accuracy, integrity and fairness. You can assess the news on Radio-Canada. Generally speaking, Radio-Canada should agree to hear your suggestions and comments.
The ombudsman assesses your complaint in terms of this journalistic policy. It is up to management to address complaints when they first arise. The Office of the Ombudsman intervenes only when a complainant is not satisfied with the response from management. It is an appeal authority. What then happens? The ombudsman determines whether or not the complaint is well founded, in full or in part. The authority of the ombudsman is a moral authority, a power of influence, the power to make recommendations. The ombudsman may recommend a change to a journalistic policy and may also recommend an on-air follow-up or, in other words, some corrective action, if he believes that the journalistic conduct or the information that was broadcast violated journalistic policy.
Every year, the ombudsman submits an annual report to the board of directors. This report is available on the Radio-Canada website. The president and CEO advise board members as to the type of follow-up that will be made to the ombudsman's recommendations or what type of follow-up was made during the previous year.
In my seven years as ombudsman, I made approximately 30 recommendations, and most led to the outcome I had hoped for. For statistical purposes, each year, the office handles 1,500 complaints, or communications from the public. Of the complaints pertaining to information programs, more than half involve the principle of fairness.
How can the Broadcasting Act support the role of the ombudsman? First off, the legislation could specify that Radio-Canada may create the position of ombudsman. I do not think it would be advisable to say "must create", because Radio-Canada is a media outlet. The freedom of the press exists, so does that of Radio-Canada. I do not think it would be wise to have a coercive approach, but the fact of setting out in legislation that Radio-Canada may create such a position is obviously an incentive.
Second, and more importantly, are the conditions under which this role was exercised. On the one hand, legislation could grant the ombudsman immunity. What do I mean by immunity? Essentially, immunity would allow for the free and full expression of the ombudsman's opinion on the cases submitted to the office and would prevent the threat of a lawsuit being held over the ombudsman's head like a sword of Damocles. If you read the Official Languages Act or the Access to Information Act you will note that commissioners are granted immunity in the performance of their duties.
A second important condition concerns the application of the Access to Information Act. As you know, CBC/Radio-Canada will be subject to the Access to Information Act as of September 1st. Some information is explicitly excluded from the application of this Act, such as information relating to journalistic activities, creation or programming, with the exception of information relating to the administration of these activities.
So there are three pillars to the performance of the ombudsman's duties, impartiality, independence and confidentiality. Ombudsman's offices are not courts and do not have the power to compel testimony. There is no Crown prosecutor nor counsel. It is not an adversary process. The ombudsman must gain the trust of those with whom he works. To gain this trust, confidentiality is an important factor.
When you meet with people, if they know the information they share with you may become public at some point because people will file access to information requests, then all of the documentation which the ombudsman has, transcripts, notices, etc., all of this could call the ombudsman's role into question, in a worst case scenario.
Given the fact that the ombudsman's activities are a direct extension of journalistic duties at Radio-Canada, one could logically infer that the ombudsman's activities are excluded from the application of the Access to Information Act, but it would be wiser to have that stated in legislation. It would avoid the courts being asked to make that decision, sooner or later.
I will stop here; I would like simply to close by saying that I continue to believe that Radio-Canada, as the public broadcaster can play a significant role in enhancing democratic principles in the news and information sector by helping people understand the world around them, by helping citizens understand one another and live in society.
I am now prepared to answer your questions.
[English]
I'll try to answer some in English if I can.
:
If you look at the BBC, in a sense it is a model because there is no advertising. But I didn't say there shouldn't be any advertising at all.
Everybody in Canada has something to say about the CBC and Radio-Canada, so other people might be as competent as I am on those matters, but making cuts in the eighties and nineties instead of trying to manage with less money was the wrong decision by the CBC.
[Translation]
I will continue in French because this is a very sensitive issue. I would not want to translate my own comments and do a bad job of it. I trust the interpreters to accurately do that.
At the time, CBC/Radio-Canada had a decision to make: work with a smaller budget or increase advertising to maintain a similar budget. In the 1980s, advertising's share in the total budget grew. I believe 20% is not enough to have an effect on programming. However, when 30%, 35% or 40% of the budget depends on advertising, things change. The greater the share of advertising revenue, the greater the spirit of competition. You want to draw viewers in, who in turn draw advertisers in, and public television increasingly starts resembling private television.
Since 1991 it has been clearly stated in legislation that the issues and solutions are not the same for English-language television and French-language television. CBC's ratings are so low that some may feel, at some point, that it is a marginal network.
I sent you a document, but I do not know if you have it. In fact, I sent two versions of this text, because the first version was incomplete. Second version which includes a quote, is better.
I will quote from two European authors, who say the following:
[English]
If public service broadcasting tries to compete more directly with its commercial rivals, it risks losing its niche. That is the problem with the French network.
[Translation]
Radio-Canada television is directly competing with private television. In may cases, TVA and Radio-Canada are identical when it comes to news. My apologies to the ombudsman. That is the problem with the French network. What I will now read describes the situation on the English side:
[English]
If it fails to go for a broader audience it risks losing its relevance to the general public.
[Translation]
The problems are not the same on the English and the French sides. CBC's share fluctuates around 5%. Radio-Canada's share remains at 13% or 14%. I believe the French network is nostalgic about the days when its viewership stood at 20% or 25%. It misses those days, which will never come again. This nostalgia, compounded by competition with private broadcasters for advertising revenue, explains why the French network is so different.
I could give you many other examples. As I stated, I have been looking at these issues for 20 years. I've always tried to look at the framework within which the public broadcaster should evolve and I've tried to make suggestions for the improvement of this framework, not to improve programming. I think the same should apply to legislators. I would find it regrettable for legislators to want to program Radio-Canada. It makes no sense.
Legislators must ensure that those who create programs are working within the best possible framework to express themselves. Legislators should define the framework. It is then up to those who design programs, and not legislators or analysts like myself to make these programs. If they can't manage that, they should be fired and someone else should be hired, but we should not be trying to do the job in their place.
One of the problems for Radio-Canada, in fact, is that there are too many cooks. There are too many people trying to find the perfect recipe for Radio-Canada. Let's give these people a framework and let them find their recipe.
:
To reply, I could come back to what I told the member earlier when I began to talk about the BBC and I stopped. The BBC remains a model of public television because it does not have any advertising. Let's compare France and Great Britain. In France, ads appear on public television. Frequent criticism of French public television is similar to criticism of Canadian television, in other words, French public television is overly similar to private French television.
In Great Britain, the BBC is completely different. Other than the will to have public television, one of the main reasons for this difference is the absence of advertising. There is an interesting document from 2004, published by the BBC, regarding the notion of public value. This document explains, just as private television stations must ensure an economic return for shareholders, how to define the notion of public value as a foundation of public television.
Clearly, if public television is not providing different choices or doing something that private television is not, what is the point of having a publicly-funded commercial television station? There is no point. We could better use these funds if it makes no difference. It has to provide an alternative.
Before answering your question regarding policy, I want to add my comments to what Renaud said about Internet advertising. It is true that advertising is quickly moving to the Internet, which could cause a serious crisis for newspapers. They are the main source of information, not only in Canada, but throughout the world. As a result, if there's a sharp drop in the number of newspapers, caused by the quick movement of advertising to the Internet—I don't know; no one does—newspapers would no longer be able to play the informational role they currently do. The Canadian Press could no longer play the informational role that it currently plays in Canada. Perhaps the CBC or the State should pick up the slack here, but that is another problem.
We have long said that public broadcasters should have an Internet presence to prevent the Internet from becoming completely commercial. However, if the CBC has as many Internet ads as private media sites, the same logic holds true. What is the point of CBC having a web presence if ultimately the results are identical to what La Presse or the Toronto Star or I don't know who else is doing?
With regard to the policy part of your question, our Task Force on Broadcasting Policy had suggested in 1986 that the board appoint the CEO of CBC, to ensure, at the very least, a separation between the political branch and those managing the corporation on a daily basis. Clearly, this is not the panacea.
What else? Again, at the BBC, there is a 10-year charter. Renaud mentioned it too, when you are appointed for five years, you feel as if you have a bit more freedom. I think that the political branch, no matter who's in power, would not like this solution, but should Parliament not play a more important role with regard to the appointment, as is the case with the Quebec ombudsman, for example? The entire National Assembly must approve that individual's appointment. With regard to the President of CBC, one can imagine that this is such an important appointment that it should be approved not only by the Prime Minister, but by Parliament as well.