The Canada Media Fund, the Indigenous Screen Office, the National Film Board of Canada and Telefilm Canada are teaming up to enhance audience insight and engagement.
Telefilm Canada, alongside the Canada Media Fund (CMF), the Indigenous Screen Office (ISO) and the National Film Board of Canada (NFB), announces a strategic partnership aimed at transforming how the audiovisual sector understands and reaches audiences by prioritizing and harmonizing the measurement and collection of audience data.
This pilot data initiative is a continuation of the four agencies’ collaborative approach following a comprehensive Telefilm-led pan-Canadian consultation process with over 70 active companies involved in distribution in Canada, to develop a study report on Exploring the Futures of Distribution – Strategic Visions for the Canadian Audiovisual Industry.
At the heart of the initiative is the development of improved methods for collecting and analyzing audience data. This concerted data-driven approach will inform more effective strategies for reaching audiences, increasing the impact of Canadian stories —whether in feature films, television, documentaries, or animated films— and ensuring its discoverability across digital platforms and cinemas.
“This joint initiative is a foundational step towards centering audiences around everything that we do, combining our resources and data to bridge the gap between our ecosystem’s value chains and audiences,” said Julie Roy, Executive Director and CEO of Telefilm Canada. “The coordinated efforts of our collaboration will allow us to work smarter with industry players to support the cultural impact of Canadian cinema and position Canadian stories where they belong – at the forefront of screens at home and abroad.”
“This partnership underscores the importance of collaboration and how that leads to greater efficiency and more comprehensive analysis,” said Valerie Creighton, President and CEO of the Canada Media Fund. “By modernizing how we gather and share audience insights, we will ensure the viability of Canadian content in an era of rapid broadcast and digital change.”
“By strengthening our data collection and audience insights, we can better understand how Indigenous stories are discovered, shared and watched,” said Kerry Swanson, CEO of the Indigenous Screen Office. “This will allow us to amplify Indigenous voices, ensure equitable visibility in the marketplace, and connect these vital narratives with audiences across the country and the world.”
“This collaboration marks a turning point for Canada’s film ecosystem,” said Suzanne Guèvremont, Government Film Commissioner and Chairperson of the National Film Board of Canada. “By aligning our approaches, the production and distribution of Canadian films will be better positioned to reach audiences, enhance our industry’s competitiveness and secure its sustainability for years to come.”
The alignment of agencies to work towards a structured modernization of the Canadian audiovisual distribution landscape will lead to a national strategy that will involve many players in the audiovisual sector. More information to come in the coming weeks.
About Telefilm Canada
As a Partner of Choice, Telefilm Canada is a Crown corporation dedicated to the success of Canada’s audiovisual industry, fostering access and excellence by delivering programs that support cultural resonance and audience engagement. With a lens of equity, inclusivity and sustainability, Telefilm bolsters dynamic companies and a range of creative talent at home and around the world. Telefilm also makes recommendations regarding the certification of audiovisual coproduction treaties to the Minister of Canadian Heritage, and administers the programs of the Canada Media Fund. Launched in 2012, the Talent Fund raises private donations which principally support emerging talent.
Visit telefilm.ca and follow us on LinkedIn, X, Facebook, Instagram and Letterboxd.
About the Canada Media Fund
The Canada Media Fund (CMF) fosters, develops, finances, and promotes the production of Canadian content and applications for all audiovisual media platforms. The CMF guides Canadian content towards a competitive global environment by fostering industry innovation, rewarding success, enabling a diversity of voices, and promoting access to content through public and private sector partnerships. The CMF receives financial contributions from the Government of Canada and Canada’s cable, satellite, and IPTV distributors. Visit our website for more information.
About Indigenous Screen Office
The Indigenous Screen Office is an independent national advocacy and funding organization serving First Nations, Inuit and Métis creators of screen content in Canada. The ISO’s mandate is to foster and support narrative sovereignty and cultural revitalization by increasing Indigenous storytelling on screens and promoting Indigenous values and participation across the sector.
About the NFB
Founded in 1939, the National Film Board of Canada (NFB) is a one-of-a-kind producer, co-producer and distributor of engaging, relevant and innovative documentary and animated films. As a talent incubator, it is one of the world’s leading creative centres. The NFB has enabled Canadians to tell and hear each other’s stories for over eight decades, and its films are a reliable and accessible educational resource. The NFB is also recognized around the world for its expertise in preservation and conservation, and for its rich and vibrant collection of works, which form a pillar of Canada’s cultural heritage. To date, the NFB has produced more than 14,000 works, 7,000 of which can be streamed free of charge at nfb.ca. The NFB and its productions and co-productions have earned over 7,000 awards, including 11 Oscars and an Honorary Academy Award for overall excellence in cinema.
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Media contact:
Joyce Richards
Advisor, Strategic Communications
[email protected]
Maxime Ruel
Senior Manager, Communications
[email protected]
Jean-François D. O’Bomsawin
Director of Communications & Francophone Initiatives, ISO
[email protected]
Lily Robert
Director, Communications and Public Affairs, NFB
[email protected]