Analysing Canadian third language media policy

Abstract

The foundations of the Canadian broadcasting system are pillared by its recognition of Canadian culture. The Canadian Radio-television and Telecommunications Commission (CRTC) recognizes Canadian culture by setting minimum broadcasting requirements for Canada’s English, French, Métis, and First Nation’s language content on Canadian television channels. What is left out of this system is the remaining media: the ethnic media. This research set out to understand the phases of Canadian ethnic media programming, from 2007 to 2019, through a case study of the OMNI multicultural channel and its history as a third language media company. This study has identified key CRTC broadcasting notices and public hearings for close documentary analysis which outline the direction of ethnic media broadcasting against an increasingly globalized media environment. The implications of these notices serve as a basis for evaluating how well policy and regulation serve the Canadian ethnic media audience. More specifically, the results of this research show how private ethnic media companies, such as Rogers Media, are tailoring their broadcasting schedules within the existing infrastructure; yet failing to meet the rapidly changing needs of the ethnic media audience. Audience competition for licensed programming, new media, and a globalized media environment are all evolving with technological developments that do not support Canada’s existing ethnic media programming model.