The Canada Media Fund (CMF) implemented several strategies to communicate information to its stakeholders as well as promote the Canadian television and digital media industry by reaching out to new audiences.
The CMF partnered with 65 industry events and contributed to an additional 20 industry events in Canada and internationally. Partnership events in Canada reflected linguistic, diversity of voices and regional representation whereas international events focused on promotional opportunities of Canadian audiovisual content. This resulted in 128 speaking opportunities before targeted audiences of industry professionals, government representatives and business leaders. Partnerships and speaking opportunities aligned with the CMF’s objectives of promoting Canadian content, featuring Canada as a partner of choice for coproductions, disseminating industry intelligence and leveraging CMF funding to develop matching fund programs with other countries.
A new bilingual website to showcase and celebrate audiovisual content was spearheaded by the CMF in collaboration with Telefilm Canada and the CMPA. The Eye on Canada website was launched during the 2015 Canadian Screen Awards and will be marketed through partnerships, a PSA broadcast throughout Canada and online advertising.
The Eye on Canada brand was also promoted through social media and key messages about the strategic importance of Canadian content were conveyed to audiences in several markets. Nationally, red carpet events were held during the Calgary International Film Festival, the St. John’s International Women’s Film Festival and the Available Light Film Festival in Whitehorse. Corner Gas, the successful television series turned movie was screened in Regina and in Ottawa, where Heritage Minister Shelley Glover hosted.
Internationally, industry stakeholders were targeted to drive coproductions and leverage CMF funding at MIPTV and MIPCOM in Cannes as well as markets targeting emerging audiovisual partners such as TV Business Encounters (Argentina), Bogota Audiovisual Market (Colombia) and RioContentMarket (Brazil).
The CMF ended the fiscal year with a keynote speech before the Economic Club of Canada in Toronto on March 31. This provided business leaders with valuable insight into the strategic importance of the audiovisual industry in Canada, both economically and culturally.