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Evolution of Television in Canada: From Pre-1952 to the Rise of Cable and Broadcasting Regulations

This article explores the history of television in Canada, starting from the lack of TV stations before 1952, when Canadian audiences watched U.S. TV content. It discusses the impact of the Massey Commission on federal cultural policy and the establishment of the CBC as a major broadcaster regulating high-quality Canadian content. The growth of cable TV and its influence on viewership patterns, along with the rise of advertising revenue and content regulations, are analyzed. Key shifts in cultural paradigms from McLuhan’s theories to the importance of domestic production are highlighted.

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Evolution of Television in Canada: From Pre-1952 to the Rise of Cable and Broadcasting Regulations

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  1. TV History (Part II) MIT2000

  2. Television in Canada • No TV stations pre: 1952 • 100,000+ watching US TV • Business complaints MIT2000

  3. Massey Commission (1949-51) • Vincent Massey • Federal Cultural Policy • High Culture • democracy • critical-thinking citizens • US mass culture • Public broadcasting • CBC-controlled • High culture MIT2000

  4. CBC: Broadcaster/Regulator 1952-58 • Public-private model • similar to radio • 2 CBC stations (Tor, Mon) • private affiliates • Why? • geography • demography • TV productions costs • US/TV MIT2000

  5. Rapid Growth • 1960: 6 CBC stations (47 total) • Reach 90% of pop • 1961: 83% homes w/ TV • 6 hours daily viewing • high cost of TVs • One-station-per-city rule • CBC only network until 1961 (CTV) MIT2000

  6. Cable TV • Antennae/co-axial cable bring signals to home • 1950s: rural areas • 1964: 4% of homes • Why Slow Growth? • Phone Companies • State/CRTC Regulation MIT2000

  7. Cable TV: Growth Years • Cabled households • 1970 42% • 1974 61% • 1985 77% • US network transmission allowed early 1970s MIT2000

  8. TV Viewing (1960) • CBC: 48 hrs/week programming • affiliates carry CBC service • Popular US shows (Walt Disney, Leave it to Beaver) • Don Messer, Hockey Night in Canada • Time Regulator/ Dayparts • daytime; after-school; primetime, MIT2000

  9. CBC & Advertising (Rutherford) • Early 1950s: limited role • no direct role in program content • Growing reliance: by late 1950s • half shows ad sponsored • Advertising pays41% of expenses • Why? MIT2000

  10. TV Advertising (Rutherford) • “‘Show window” in home • ‘personalized’, ‘face-to-face’ selling • Steady, not rapid, growth • 12% of ad total (1971) • national, not local • hourly restrictions (12 min) • high prod. & air-time costs • Indirect to Direct (spot) ads MIT2000

  11. 1960s TV Commercials • Canadian Advertising Museum • http://www.canadianadvertisingmuseum.com/history.php?r=2 • Nestle, Anacin, Craven, Highways, Rose MIT2000

  12. McLuhan/Medium Theory • Oral Culture • Literate/Print Culture • Electronic Culture MIT2000

  13. Oral Culture/McLuhan • Ear culture/speech • Closed society • Interdependent • Communal • Circularity, Cyclical • Balance of senses • Time-bias MIT2000

  14. Literate/Print Culture • Eye over Ear • Shared to separate experiences • Introspective/abstract thinking MIT2000

  15. Literate/Print Culture • Circular to Linear • Homogeneity/ • Standardization MIT2000

  16. Electronic Culture/ McLuhan • Re-tribalization • Secondary orality • Sensory experiences • Words (again) as events not object • from separate to shared spheres MIT2000

  17. Electronic Culture/ McLuhan • less-hierarchical; participatory; decentralized • Strong effect in West MIT2000

  18. Electronic: Hot/Cool • Radio: Hot • TV: Cool • Communication Style • Passive/active audiences MIT2000

  19. CBC: “The World is a Global Village” • http://www.youtube.com/watch?v=HeDnPP6ntic Discuss: cell phone calling and texting MIT2000

  20. US TV Content & CDA • Global US Celebrity Culture • Higher Production Values • US imports • “I Love Lucy”; “Jackie Gleason” on CBC • CDN shows predominate • news, public affairs, sports MIT2000

  21. CDN Content Regulations (1960) • 55% broadcast timeas CDN shows • cheap CDN game shows • Showdown, Party Game, Let’s Make a Deal, • “Imports cost less and earn more” MIT2000

  22. CDN Content Regulations (today) • Today: 60% overall (50% 6-12PM) for Broadcast TV • Canadian Audio-Visual Certification Office (CAVCO) & CanCon • Speciality Channels Differ (e.g. MuchMusic) MIT2000

  23. Broadcasting Act, 1968 • Canadian Radio-Television Commission • Canadian Radio-television and Telecommunications Commission -1976 • regulatory agency -private/public broadcasting • regulate cable TV • stronger Canadian content rules • ‘arms-length’ role from government MIT2000

  24. CRTC (Today) • Regulate “all aspects” of CDN broadcasting system • TV, cable distribution, AM/FM radio, pay/specialty TV; Direct-to-Home satellite • ca. 3,300 broadcasters MIT2000

  25. Objectives of Broadcast Regulation • Technology (Spectrum) • Access • Quality/CDN Content • Domestic Production/ Cultural Industry MIT2000

  26. Specialty TV (Pay, Pay-Per-View) • Require cable/satellite • not over-the-air transmission • Subscription revenues (plus advertising) • Narrowcasting • market segmentation MIT2000

  27. MIT2000

  28. MuchMusic (1984-)/ Wagman • Sound recording industry • Federal Cultural policy • cultural nationalism to cultural industries • Broadcasters (CHUM) • Political Economy MIT2000

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