Consumer education and awareness
25. In Broadcasting Notice of Consultation 2010-169, the Commission set out its preliminary view that the broadcast of public service announcements (PSAs) is the most effective and efficient means of ensuring that over-the-air television viewers are adequately prepared for the digital transition. In addition to seeking comment on this and other measures that could be undertaken by broadcasters, it sought comment on the role BDUs and other licensees could play in creating greater awareness among Canadians regarding the transition.
26. Broadcasters indicated their intentions to air PSAs, noting that such efforts will ensure maximum audience retention following the transition and are thus in their best interest. BDUs also indicated their intentions to participate in a consumer education campaign based on the need to respond to consumer demand for information regarding the transition.
27. Many parties, including Canwest, the Canadian Cable System Alliance, MTS Allstream and the Public Interest Advocacy Centre, emphasized the urgency of launching a consumer education campaign. Most indicated that PSAs should begin at least one year ahead of a given market’s conversion and that they should increase in frequency. Parties generally recommended that the information contained in the PSAs include:
- what is happening, where, when and why;
- who will be affected and what to do; and
- references to a toll-free number and/or website with more detailed information.
28. Finally, parties generally called on the Government to lead and fund a coordinated consumer education campaign consisting of PSAs for multiple media (e.g., TV, radio, print), websites, call centres and volunteer programs. In this regard, some parties suggested that the Government produce standardized PSAs or fund their delivery (e.g. through the purchase of airtime). Canwest, the Canadian Media Guild and Channel Zero suggested the creation of a special task force or committee comprising major stakeholders to design and execute a consumer education campaign.
29. Rather than the imposition of reporting and monitoring obligations on licensees, parties recommended the use of public research surveys, funded by Government or the Commission, to ensure the effectiveness of the education efforts.
30. The Commission notes that parties’ comments with respect to the Government’s role in establishing a consumer education campaign are consistent with a recommendation contained in its 23 March 2010 report to the Government on the implications and advisability of implementing a compensation regime for the value of local television signals. Specifically, the Commission recommended that the Government fund and lead a coordinated national consumer education and awareness program to ensure that Canadians are well-informed with regard to their access to local television services and any required consumer action. The Commission added that the Government should establish a working group tasked with implementing a comprehensive, coordinated national DTV consumer education program with involvement from all stakeholders, including broadcasters, cable and satellite companies and consumer groups.
31. The Commission notes broadcasters’ intentions to undertake efforts to inform Canadians of the transition in order to maximize audience retention. It further notes that BDUs and other licensees can and intend to respond to consumer demand for information regarding the transition using a variety of means. However, the Commission expects broadcasters, BDUs and other licensees to actively participate in the creation and implementation of a coordinated national consumer education program. As part of this program, the Commission further expects broadcasters to publish and maintain a comprehensive account of their transition plans on their websites. The Commission considers that this program should begin no later than 1 March 2011. The Commission may adopt regulatory measures, as part of a coordinated national consumer education program or otherwise, in order to ensure that Canadians are informed concerning the transition.