National Broadcast Issues PollSep 4, 1995 OverviewCOMPAS polled 1,205 Canadians to measure Canadian attitudes toward the broadcast industry and Canadian culture. Major findings include:
FindingsCOMPAS Inc. was commissioned by the Friends of Canadian Broadcasting to design and execute an independent public opinion survey on Canadians' attitudes toward broadcast issues. COMPAS completed a total of 1,205 telephone interviews among a proportionately representative, random sample of Canadians, 18 years of age and older, between August 26 and September 4, 1995. A sample of this size produces results which can be considered accurate for the adult population of Canada as a whole to within +/-2.9 percentage points, 19 times in 20 (most conservative estimate). Confidence limits associated with the regional and demographic subgroup results vary according to the number of interviews in each subgroup. Highlights Among the subjects dealt with in the survey was a detailed examination of Canadians' attitudes toward the broadcast industry, and issues associated with Canadian culture and identity. Background BehaviourTelevision and radio occupy a significant amount of time among Canadians. In an average full seven day week, that is the five weekdays and Saturday and Sunday, approximately how many hours of television do you watch in total, excluding videos? How about radio, in an average full seven day week, that is the five weekdays and Saturday and Sunday, approximately how many hours of radio do you listen to? Television and radio occupy a significant amount of time among Canadians. In an average full seven day week, that is the five weekdays and Saturday and Sunday, approximately how many hours of television do you watch in total, excluding videos? How about radio, in an average full seven day week, that is the five weekdays and Saturday and Sunday, approximately how many hours of radio do you listen to? Attitudes Toward Competition
In the event of a conflict, Canadians believe government should line up behind the people who make television programs. As you may know, the people who make television programs, TV station owners, and cable company owners don't always agree with each other. If these groups were in a conflict and the government had to choose sides, which one of these groups do you think the government should favour most often? Attitudes Toward Programming Canadians continue to focus on improved quality in their general preferences for TV programming. If you could choose, which one of the following would you most prefer?
Among CBC's viewing and listening audience, perceptions of value are high. 90% of television viewers report watching a CBC channel, including Newsworld, in an average week. 48% of radio listeners report listening to CBC radio, including CBC stereo, in an average week. The quality of Canadian programming is seen as competitive by a majority. Overall do you think that the quality of Canadian programming is better, the same, or worse than the quality of programming from other countries? A significant number of Canadians feel that Canadian content is an important element in the TV programming equation. There has been some discussion recently about the amount of Canadian programming on television. Do you personally think that there should be a specified, minimum amount of Canadian programs available on television? Currently, the government's television regulations have the effect of ensuring that an average of at least one hour of Canadian programming is available on Canadian television channels between 7 pm and 11 pm each day, that is in prime time. Do you personally think that one hour of Canadian programming in prime time, that is between 7 pm and 11 pm, is too little, about right, or too much?
How would you complete the following sentence ... There has been some discussion about how much of their sales the new and existing distributors of television to Canadians' homes, including satellite, cable and telephone companies, should be reinvesting in the production of Canadian content. One proposal calls for 10% of total sales to be reinvested or dedicated to Canadian content such as Canadian shows. Do you think that this is too much, about the right amount or too little? Earlier we talked about the possible benefits to consumers of increased competition among cable companies, satellite companies, and telephone companies in delivering television services to Canadians. One of those benefits might be lower prices. But competition might also reduce the investment distributors are prepared to make in Canadian programming and content. Do you think that it is more important to lower prices, even if this meant less Canadian programming and content, or does potential harm to Canadian programming outweigh the benefits of lower prices? Do you think that it is more important to lower prices, even if this meant less Canadian programming and content, or does potential harm to Canadian programming outweigh the benefits of lower prices?
Attitudes Toward the CRTC Canadians continue to see a need for the CRTC, though they are divided in their opinions on how well it and its Chair have performed. The CRTC is an independent agency that regulates broadcasting and telephone services in Canada on behalf of the federal government. Do you think that there is a great deal of need, some need, not very much need, or no need at all for the CRTC in Canada today? One of the mandates for the CRTC is to regulate and ensure Canadian content on television. Overall, do you think that the CRTC has done an excellent, very good, good, only fair, poor or very poor job in this area? Since 1989, the Chairman of the CRTC has been Keith Spicer. Overall, how would you rate the job Keith Spicer has done as Chairman of the CRTC ... excellent, very good, good, only fair, poor or very poor job? Underlying this is a sense among a significant number of Canadians that the CRTC has shown some favouritism toward specific industries, especially the cable television industry. Three of the main industries that the CRTC regulates are cable television, satellite television, and telephone. From what you have seen, read or heard, would you say that the CRTC has treated each of these industries the same, or has it tended to show favouritism toward one of these industries in its decisions?
Canadian Culture and Identity Canadians are divided in their perceptions of the strength of national identity. Do you think that currently Canadians as a whole have a very strong, strong, moderate, weak, or very weak sense of Canadian identity and culture? TV and radio are seen to play an important role in shaping national identity. Do you think that has a very important, important, somewhat important, not very important or not at all important role to play in shaping Canadians' sense of what Canada is, its culture and identity, and Canadians' sense of belonging, pride and patriotism?
Please tell me how important you think each of the following is for maintaining and building Canadian identity and culture. You can do this by giving me a rating on a scale of 1 meaning not at all important to 7 meaning extremely important Among the players examined, the CBC and private Canadian networks occupy the top two spots on Canadians' list of groups they ascribe trust to protect Canadian identity and culture on TV. I am going to read you the names of several groups. Please tell me how much confidence or trust you personally have in each group to protect Canadian culture and identity on television. You can do this by giving me a rating on a scale of 1 meaning you have no trust or confidence at all to 7 meaning you have a very high level of trust or confidence. The Liberal party continues to be seen as the political party best able to protect Canadian culture on TV. Which one of the federal political parties do you think would do the best job in protecting Canadian culture and identity on television. Economic Image of the Industry Canadians see the entertainment industry as an important contributor to the Canadian economy, but are unclear about its future potential. Canada has become a major exporter of television programming, with shows on the schedules of the world's major broadcasters. How important do you think the entertainment industry is in terms of its economic contribution to Canada such as job creation ... very important, important, somewhat important, not very important, or not at all important? Some sectors of the economy are likely to do well in the future, others not. When you think about Canada's entertainment industry, how would you rate its potential as a creator of jobs and exports ... far above average, above average, average, below average or far below average? The entertainment industry ranks alongside forestry, behind tourism and agriculture, in Canadians' preferences for government investment. From time to time the Canadian government invests money in certain industries to protect or create economic activity and jobs. Which one of the following economic sectors of the Canadian economy would you rank as the best investment for government?
Subgroup Trends Some relative differences in opinion do exist across political groups and regions. *Current federal vote____________________________________*Region % prefer improved quality over more channels/more airings % believe Cnd. programming same/better than others % believe should be specified minimum of Cnd. programming Lib . PC . NDP . Ref . BQ _______ BC . Alta . Sask./Man . Ont . Que . Atl * Current federal vote results are, "If a federal election were being held today, which federal party candidate would you vote for or lean towards as of today?," 50% Liberal, 14% Reform, 14% PC, 12% BQ, and 9% NDP. These percentages represent decided vote having been recalculated after omitting the "undecideds" (25%). COMPAS Inc. 310 Front Street West, 5th Floor 350 Sparks Street, Ste. 702 E-Mail cmartyn@compas.ca |
Mar 23, 2012 — Canadians on the CBC by Nanos ResearchNew opinion research shows Canadians are generally satisfied with the programs and content provided by the CBC and believe that possible cuts would likely have a negative impact in terms of Canadian content, local news and national news. Feb 13, 2012 — Foreign ownership of Canadian media companiesA new report on public opinion shows that Canadian media companies are too important for culture and natural security to allow foreign ownership. Feb 1, 2012 — Public opinion in Hamilton & the rest of Canada concerning the CBCNew opinion research on public reaction to a proposed a new digital service in Hamilton in the spring of 2012. Jan 31, 2012 — Public Opinion in the London Region & the rest of Canada concerning the CBCNew opinion research on public reaction to plans from the CBC to open a local radio station in London in the autumn of 2012. Jan 31, 2012 — Public opinion in Kamloops & the rest of Canada concerning the CBCNew opinion research on public reaction to a proposed a new radio service in the Interior BC region of Kamloops in the autumn of 2012. Jan 19, 2012 — Public opinion in the Waterloo Region & the rest of Canada concerning the CBCOpinion research reveals that residents of the Waterloo region are very supportive of a CBC proposal to launch a local radio station in the area and would like their MP to champion the initiative. Nov 29, 2011 — Canadians' attitudes toward the CBC and public broadcasting in CanadaA new major public opinion research study shows continued strong support for the CBC and that more Canadians trust the Conservative party than any other to handle matters of national culture and identity. Apr 19, 2010 — Foreign Ownership of Canadian Broadcasting and Telephone CompaniesNew Harris/Decima survey says the majority of Canadians agree that it's important the Canadian government work to maintain and build a culture and identity distinct from the United States. |
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