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Canada broadcast industry (Click to select text)
There are three major environmental forces that influence Canadian broadcasting industry these days. One of those key features is the technology. Continuously evolving technology has been a significant impact on policies and regulatory changes of CRTC. The development of advanced technologies, such as digital technology, are able to replace the delivery of broadcast service from an analog mode to a digitally equipped, universal addressable transmission. The commission once acknowledged that the broadcasting system is currently in "transition" period, which is primarily technology-driven. This "technology-driven" transition period somehow arises a question. Does this tend to subscribe to what Vipond calls "technological determinism?" And answer should be "Yes". According to Vipond's idea of "technological determinism", technology is an autonomous and relentless force, over which society has little or no control over it. It has great influences on our economy, culture, and the society. Already, in the face of advances and rapid changes of technologies, the communications environment begins to put more emphasis on the carrier rather than the content. Several initiatives, proposed by CRTC, are typical examples of it. Society has little control over it. Once it was out, you must adapt it for better utilization. Competitive broadcasting environment was also established with the introduction of satellite broadcasting system. Canadian programming services suddenly face an increasing competition from U.S and foreign programming services. The idea of "consumer-driven TV" also appears with the convenience of advanced technologies. One of several initiatives by CRTC includes more customization of TV services offered to the subscribers. New opportunities for cooperative ventures open up among the network companies. As described above, this "technology-driven" transition period has already shown impacts on many areas of our society as Vipond's "technological determinism" predicted. Once technology is in place, the logic of that technology begins to play itself out within the context of further policy. Therefore those changes due to advanced technologies must be committed to the regulatory framework of Canadian Broadcast Act so that Canadians continue to have maximum access to Canadian programming services. After all, given that we are firmly in the clutches of the technological imperative, we must understand the fundamentals of technology, both the possible and the unavoidable consequences.
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