Reality Bites

"Canadians are world leaders in online engagement. Look at the numbers, not your assumptions and act accordingly."

-Wayne MacPhail, "Canadian Internet usage quiz -- surprise answers inside!"

Wayne MacPhail has some very interesting statistics for your online reading enlightenment on Rabble.ca. He writes:

"Canadians are the most engaged online audience on the planet. And, more Canadians, by percentage of population, are online than any other country. The Internet has the highest penetration in Canada of any G7 country. Seventy two per cent of all of us use it on a monthly basis."

"So, we are the most highly penetrated country, view the most content and spend the most time."

"That's a trend that's been growing, not just among young folks, but right across the age spectrum. According to 2007 NADBank data, time spent by Canadians on the Internet (as a percentage of time spent with all media types) has at least doubled in every age group, including 55+ since 2001. The one bright indicator for television? About 46 per cent of Canadians browse the Web and watch TV at the same time at least once a day. That said, at about 8 p.m., the Web's reach exceeds prime time television's in Canadian households." -

Taken from an e-mail I received from Kirstine Layfield, Executive Director Network Programming CBC Television on March 28th. 2008 regarding jPods' cancellation and basically dismissing the value of Online Viewership. The folks over at Save jPod called her out on it. Those of us who wrote received the same copy and paste info back.

Dear ______,

Thank you for your email of March 28 regarding our decision not to renew jPod for another season. I appreciate the time you have taken to write.

It is clear that you strongly support this program. And I agree with you. It was an excellent program, well scripted and well acted. All of us had great hopes that the program would find the audience it deserved on CBC Television.

Unfortunately, not enough television viewers shared our opinion. Throughout its season, jPod attracted a devoted, but very small following. And while it is true that, for a public broadcaster, audience size is not everything, you also cannot be a public broadcaster without a public. If too few Canadians are watching, we are irrelevant. And, if we are irrelevant, Canadians are right to ask why they are investing the money they do in CBC Television. In addition,"the Internet is not a medium that pays for the kind of production values people expect on TV. Until the reality catches up with what people watch on line, you can't justify it." -

Reality catches up. In his article, Mr. MacPhail ends with "Canadians are world leaders in online engagement. Look at the numbers, not your assumptions and act accordingly."

In February 2008, the Standing Committee on Canadian Heritage (a committee comprised of various MPs) produced a report entitled CBC/Radio-Canada: Defining distinctiveness in the changing media landscape. The purpose of the report was to study the future role of public broadcasting, and to present the Committee’s findings and recommendations. All of the below statements, taken directly from the report, play straight into jPod’s strengths. From the Committee’s report:

“[CBC] must constantly keep up with new technologies and reach out to audiences where they are, including young people who seek content on the Internet.” (p.5)

“We are asking CBC/Radio-Canada to be original, of high quality and innovative” (p.9)

“Mandate of the CBC/Radio-Canada as stipulated In the Broadcasting Act (1991, c. 11, B-9.01, [Assented to February 1, 1991)(i) be predominantly and distinctively Canadian […]” (p 18)

“Dwindling audience share is not unique to public broadcasting, and audience measurement will need to adapt alongside the transition to digital media. Internet broadcasting, downloading and streaming content, PVRs and on-demand and pay services mean that the same film, television episode or news broadcast will be seen by many more viewers than those who tune in for ”appointment television”.” (p55)

“CBC/Radio-Canada’s online presence will be fundamental to its relevance to Canadian audiences in the future.” (p57)

"The Hour" Host, George Stroumboulopolous:

"Online is rapidly becoming king, not traditional TV platforms."

....so they're not going to come to television - they're going to watch it however they want."

"Ten years from now, the cable channel isn't going to be nearly as important as the domain name. CBC.ca, that's the television channel of the future. We don't worry about where people are watching us, as long as they're watching us." -

I may not be a Fan of George, but he gets the point across. Maybe he should have a chat with Kirstine Layfield.

Wise Words From Stroumbo

Maybe George Stroumboulopolous should be the new Director of Programming at The CBC.
Quoting George:

"Online is rapidly becoming king, not traditional TV platforms."

"Part of the reason we did this show is for the kind of people who didn't really watch TV like this before.....

(My 2 cents: pretty much that whole
younger demographic that the CBC claims
they're so eager to attract.)

He continues:

....so they're not going to come to television - they're going to watch it however they want."

"Ten years from now, the cable channel isn't going to be nearly as important as the domain name. CBC.ca, that's the television channel of the future. We don't worry about where people are watching us, as long as they're watching us."

Listen to Stroumbo, CBC!!!

The Internet angle is just one of the many reasons why the jPod Fan Campaign exists. Its importance is discussed alot because people ended up watching jPod online as it was switched to air in the "Friday Night Death Slot".

For the record, with the exception of Episode 11 which wasn’t aired at all by the CBC on TV and only available online, I watched every episode Traditionally. First on Tuesdays, and then on Fridays. If I happened to not be home when it was on I set my DVR to record it, and I could watch it whenever I wanted.

Times are changing though, and how people choose to get their entertainment is shifting. Today’s young people are a tech-savvy bunch, and probably spend more time on their computers than they do in front of the tube. The CBC is undervaluing their importance. How many people, say from 17-24 years of age, could actually attest that the CBC is a channel they watch very frequently? Not many I bet. My own teenager only watches it for Hockey Night In Canada, and then for jPod. This generation will feel no connection to the CBC, how can they expect them to become loyal, lifelong viewers when they feel ignored?

The CBC was popular when I was growing up in the 70’s and 80’s, but then, we didn’t have tonnes of other options back then fighting for our attention. And I wouldn’t consider the “nerd” factor either, computers aren’t just for geeks anymore. In fact, I’m not even in the Target Audience for the show, but I sure as hell made sure that I know my way around the computer, I can’t have my kids being able to use it better than myself.

I think the CBC is missing the boat here, they should be ecstatic that one of their shows is reaching such a highly coveted demographic, on TV, and online. Internet viewers are a BONUS! And if they were smart, they would air jPod on a more suitable night, increasing their traditional viewings. jPod at least deserved a chance, cancelling it so hastily leads me to believe that the CBC could really care less about quality of their programs and fixate themselves on outdated BBM ratings.

Chis Haddock, producer of Intelligence, pointed out the lunacy of the CBC gauging a shows popularity, especially among young viewers on the weekly BBM ratings since so many young television fans don't own their own homes and so cannot be counted, and many of them watch TV on the Internet.

"The ratings themselves have been questioned very profoundly all over the world about their accuracy and their relevance because you have to be a homeowner," Haddock points out.

"So university students don't get counted, a person who is a renter doesn't get counted, a lot of people under 30 don't get counted, so it's absurd on many, many levels. I mean do you have to buy a home to get counted in the ratings?"

Well said, Mr. Haddock.

As far as production costs for CBC shows, well I am paying for that, we all are. (The last numbers I could dig up on that were for 2002 - Canadians paid $794,058,000 for the CBC. That's for English and French radio, AM and FM, plus English and French TV and CBC North.) I could get really snotty here and bring up CBC executives staying in $800.00/ Night Hotel Rooms with Personal Butlers, but I digress.

Warner Bros. has obviously realized that jPod is worth having, as it will be available on TheWB.com for free, paid by embedded advertising. And NBC’s Hulu has already sold out their ad space. This is not a fad people, it’s the new reality. The CBC should embrace it or risk being left in the dust. And yes, the CBC may argue that they did promote the show sufficiently, but the problem there is that jPods' Target Audience wasn’t watching the CBC in the first place to see them.

In the end though, the biggest reason people want jPod to stay is because it is a brilliant, smart, funny show with a cast that falls in perfectly with one another, and it makes us feel proud that something so good was Made in Canada.

Saying all that, here’s a Video I made: 20 Reasons to Save jPod - (For Entertainment purposes only, all content credit acknowledged)


jPod - SAVE IT!!!