{"id":173908,"date":"2025-08-21T11:00:00","date_gmt":"2025-08-21T15:00:00","guid":{"rendered":"https:\/\/telefilm.ca\/?p=173908"},"modified":"2026-10-28T17:45:20","modified_gmt":"2026-10-28T21:45:20","slug":"a-consortium-of-national-partners-putting-audiences-front-and-centre","status":"publish","type":"post","link":"https:\/\/telefilm.ca\/en\/a-consortium-of-national-partners-putting-audiences-front-and-centre","title":{"rendered":"A consortium of national partners putting audiences front and centre"},"content":{"rendered":"
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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.<\/h4>\n\n\n\n

Telefilm Canada, alongside the Canada Media Fund (CMF), the Indigenous Screen Office (ISO) and the National Film Board of Canada (NFB), are announcing a strategic partnership to strengthen the audiovisual sector\u2019s understanding and reach of audiences by prioritizing and harmonizing the measurement and collection of audience data.<\/p>\n\n\n\n

This new audience data initiative is one of the various projects brought forth by the table of leaders at federal organizations of the audiovisual sector (Telefilm, CMF, ISO and NFB). For more than a year, the federal audiovisual table has been working with the department of Canadian Heritage to modernize the Canadian audiovisual ecosystem marked by intense competition and questions of cultural sovereignty. This concerted audience-centred approach will inform more effective strategies for reaching audiences, increasing the impact of the richness and diversity of Canadian and Indigenous stories \u2014whether in feature films, television, documentaries, or animated films\u2014 and ensuring its discoverability across digital platforms and cinemas.<\/p>\n\n\n\n

Building on the Telefilm-led pan-Canadian consultation, which engaged over 50 active companies and key partners in the audiovisual sector, and resulted in the Exploring the Futures of Distribution \u2013 Strategic Visions for the Canadian Audiovisual Industry report, greater collaboration is essential to create a cooperative ecosystemic approach centred around audience.<\/p>\n\n\n\n

\u201cThis joint initiative is a foundational step towards centering audiences around everything that we do, combining our expertise and audience-data to bridge the gap between our ecosystem\u2019s value chains and audiences,\u201d said Julie Roy<\/strong>, Executive Director and CEO of Telefilm Canada. \u201cThe continuity of our partnerships is paving the way for us to better support the cultural impact of Canadian and Indigenous cinema and position our stories where they belong \u2013 at the forefront of screens at home and abroad.\u201d<\/p>\n\n\n\n

\u201cThis is just the beginning of a major undertaking that will lead to a more concerted action with not only the funding agencies, but will also involve the audiovisual sector at large,\u201d said Valerie Creighton<\/strong>, President and CEO of the Canada Media Fund. \u201cBy 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.\u201d<\/p>\n\n\n\n

\u201cBy strengthening our data collection and audience insights, we can better understand how Indigenous stories are discovered, shared and watched,\u201d said Kerry Swanson<\/strong>, CEO of the Indigenous Screen Office. \u201cThis 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.\u201d<\/p>\n\n\n\n

\u201cThis collaboration marks a turning point for Canada\u2019s film ecosystem,\u201d said Suzanne Gu\u00e8vremont<\/strong>, Government Film Commissioner and Chairperson of the National Film Board of Canada. \u201cBy aligning our approaches, the production, promotion and distribution of Canadian films will be better positioned to reach Canadians and reflect the richness, diversity and creativity of our stories for years to come.\u201d<\/p>\n\n\n\n

Ongoing key partnerships among the agencies include: <\/p>\n\n\n\n