OTTAWA -- The Canadian Radio-Television and Telecommunications Commission is reviewing the issue of simultaneous substitution of advertising as new TV distribution technologies will make this rule unworkable.
Currently, when Canadian and U.S. TV channels air the same program at the same time, advertising carried on the Canadian channel must also run on the U.S. channel in Canada. This rule was introduced for several reasons, including trying to protect Canadian broadcasters that bought Canadian rights to U.S. programs and then found themselves competing for viewers when U.S. channels ran the same programs, carried on Canadian cable systems. Also, the simultaneous substitution more accurately captured the number of Canadians seeing ads bought for shows that are running on more than one station but all airing in Canada.
Possible approaches the CRTC will consider include program deletion of U.S. signals when a program is already running on a Canadian channel.
Copyright January 1997, Crain Communications Inc.