Perceptions of Canadian Programming and News

Executive Summary

Prepared for the Canadian Radio-television and Telecommunications Commission

Supplier Name: Phoenix SPI
Contract Number: CW2374506
Award Date: 2024-09-23
Contract Value: $128,735.25 (including applicable taxes)
Delivery Date: 2025-02-10
Registration Number: POR #038-24

For more information on this report, please contact the CRTC at ROP-POR@crtc.gc.ca.

Ce rapport est aussi disponible en français.

Perceptions of Canadian Programming and News
Final Report

Prepared for Canadian Radio-television and Telecommunications Commission
Supplier name: Phoenix SPI
Registration Number: POR #038-24

This public opinion research report presents the results of a 10-minute online survey of 1,226 Canadians aged 16 years of age and older and eight online focus groups, four in English and four in French, conducted with Canadians aged 18 and older. The fieldwork took place from November 13 to 21, 2024 (virtual focus groups) and from November 15 to December 5, 2024 (online survey).

Cette publication est aussi disponible en français sous le titre: Les perceptions au sujet de la programmation canadienne et des nouvelles

Permission to Reproduce

This publication may be reproduced for non-commercial purposes only. Prior written permission must be obtained from the CRTC. For more information on this report, please contact the CRTC at ROP-POR@crtc.gc.ca or at:

Canadian Radio-television and Telecommunications Commission (CRTC)
1 Promenade du Portage
Gatineau, Québec J8X 4B1

Catalogue Number: BC92-138/2025E-PDF
International Standard Book Number (ISBN): 978-0-660-75419-2
Related publication (Registration Number: POR #038-24):
Catalogue Number: BC92-138/2025F-PDF
ISBN: 978-0-660-75420-8

Executive Summary

The Canadian Radio-television and Telecommunications Commission (CRTC) commissioned Phoenix Strategic Perspectives (Phoenix SPI) to conduct quantitative and qualitative public opinion research (POR) to support the development of new policies following changes to the Broadcasting Act.

1. Research Purpose and Objectives

The purpose of this research was to reflect the views and attitudes of Canadians and Indigenous Peoples regarding Canadian audiovisual programming and audiovisual and audio news programming. The specific objectives were to determine the following: the importance and value of Canadian programming; ease of access to Canadian programming; the types of news programming that are important to Canadians; the differences in availability of news between urban and rural areas; and views on the quality and diversity of Canadian news.

2. Methodology

The research included a 10-minute probability online survey of 1,226 Canadians aged 16+ and eight 90-minute virtual focus groups with Canadians aged 18+. The online survey included an oversample of Canadians living in rural areas or the northern communities, and those living in English and French official language minority communities (OLMC)s. The target populations for the focus groups were those living in English and French OLMCs, members of equity-deserving groups, Canadians living in rural areas as well as in the Territories, and Canadians living in urban areas. Separate groups were conducted with each audience. Equity-deserving groups included Black and other racialized persons, people who identify as 2SLGBTQI+, women, and persons with disabilities. The fieldwork took place from November 13 to 21, 2024 (virtual focus groups) and from November 15 to December 5, 2024 (online survey).

3. Key Findings

‘Canadian programming’ brings to mind various things and watching it makes people feel proud. Among focus group participants, the expression ‘Canadian programming’ brought to mind specific programs, networks, channels, or genres of programming, as well as programming that is characteristic of the country in one way or another. When asked how watching Canadian programming makes them feel about their identity as Canadians, focus group participants routinely pointed to feelings of pride and feelings of connectedness. This was the case both among Anglophone and Francophone participants, but francophone participants routinely associated these feelings specifically with Quebec programming.
Many Canadians say they have no difficulty identifying Canadian programming and the presence of Canadian locations is one of the measures they use to identify Canadian programming. The majority of survey respondents (60%) think they can identify Canadian programming when looking for something to watch on cable, satellite or online streaming services. Nearly three-quarters (72%) identify Canadian programming as stories that are set in a Canadian location, while half or more consider Canadian programming to be programming that reflects Canadian realities (58%), that includes Canadian actors (56%), and that is based on a Canadian story (51%). Focus group participants offered similar assessments of what makes a Canadian program Canadian: Canadian locations/filming in Canada, Canadian actors, and a Canadian production crew.
Ensuring that Canadian programming reflects Canadian culture is important to many, but when asked to rank priorities in relation to the CRTC’s role, economic priorities ranked higher. Three-quarters of survey respondents said it is very (31%) or somewhat (44%) important to them that Canadian programming reflects Canadian culture and identity. When asked to consider the CRTC’s role of ensuring that creators receive the support they need to create and distribute their stories and that Canadians have access to diverse programming, survey respondents ranked Canadian jobs in the entertainment industry as the priority that is most important to them ahead of highlighting Canadian cultural and identity, cultivating a shared sense of Canadian identity and promoting diversity.
News and current affairs matter to most Canadians when it comes to the different types of Canadian programming that are available. Eight in 10 (81%) survey respondents said that the type of Canadian programming that matters most to them is news and current affairs. Following this, 48% pointed to Canadian comedies, drama series or fictional stories, 41% to documentaries on Canadian topics, and 36% to Canadian sports. One in 10 (10%) said that programming that reflects a diversity of Canadians matters to them most.
Trustworthiness is critical when selecting Canadian news sources. Survey respondents and focus group participants prioritize trustworthiness when it comes to selecting Canadian news sources. For 90% of surveyed Canadians, trustworthiness is their top priority. Among focus group participants, trustworthiness included credibility, reliability, accuracy, impartiality, journalistic rigour and the absence of sensationalism. Other priorities included news coverage that presents a variety of perspectives, balanced coverage, and in-depth reporting.
A balance between local, national and international coverage is important, but the balance does not necessarily need to be available in a single news source. The vast majority of surveyed Canadians (89%) agree that it is important that a news source provides a balance between local, national and international coverage. Among focus group participants, the impression that it is important was expressed primarily by participants from rural areas and the north. Reasons for attributing importance to balance included the value of knowing what is going on within and outside their community, the impression that local affairs can be impacted by national issues, interest about what is happening elsewhere in Canada, and exposure to different points of view on issues. Participants who felt that this balance was not really important explained that they use different sources for their news, with specific sources selected for local news.
Many can find their local issues reflected in news sources, but there is some room for improvement. When it comes to whether or not local issues are reflected in the news, 68% of survey respondents agree that their local issues are reflected in the news available in their area, with respondents living in rural areas or north communities less likely to agree than those from urban areas. This sentiment was echoed in the focus groups, with some participants from these areas of the country expressing the opinion that their regions do not tend to get much coverage in national news.

4. Intended Use of the Results

The findings from this POR will be placed on the record of ‘The Path Forward – Defining ‘Canadian program’ and supporting the creation and distribution of Canadian programming in the audio-visual sector’, Broadcasting Notice of Consultation 2024-288.

5. Contract Value

The contract value was $128,735.25 (including applicable taxes).

6. Statement of Political Neutrality

I hereby certify as a Senior Officer of Phoenix SPI that the deliverables fully comply with the Government of Canada political neutrality requirements outlined in the Communications Policy of the Government of Canada and the Procedures for Planning and Contracting Public Opinion Research. Specifically, the deliverables do not contain any reference to electoral voting intentions, political party preferences, standings with the electorate, or ratings of the performance of a political party or its leader.

(original signed by)

Alethea Woods
President
Phoenix Strategic Perspectives Inc.