Nordicity study documents broadcaster usage of broadband video

Report finds that Canadian broadcasters showcase less video content online than US counterparts

TORONTO — October 23, 2007 —Nordicity recently authored a study of “Broadband Exhibition of Television Programming in Canada and the U.S.” The report examined how major North American conventional and specialty broadcasters use broadband to distribute their video programming. It revealed that while Canadian broadcasters provide access to streamed online video of original programming, they lag their U.S counterparts in the breadth and amount of non-televised broadband content, as well as the levels of interactivity and types of advertising employed. While Canadian broadcasters are streaming Canadian programming, they lack the digital rights to US programs. Therefore, the total amount of video content displayed by Canadian broadcasters is far less than their American counterparts.

The study analyzed a representative sample of 38 Canadian and 30 U.S. TV program websites across over 40 networks. The purpose was to gain insights into trends around the use of non-televised content, interactive elements, advertising, geo-blocking techniques and other broadband features. A copy of the report can be downloaded from Nordicity’s web site.

The report, commissioned by Bell Aliant Regional Communications and Bell Canada, was submitted as part of its intervention for the CRTC BDU and discretionary services review. The CRTC hearings in early April 2008 will review the regulatory frameworks for broadcast distribution undertakings (BDU) and domestic specialty/pay TV services channels.

Nordicity Group Ltd. (nordicity.com) is one of Canada’s leading strategy-consulting firms for clients in the media/entertainment, culture/content, and telecommunications sectors. Our consultants work with clients in both the private and public sectors to make business and policy decisions, and to understand the impacts of policy and regulatory developments.