The corridors of the Canadian Radio-television and Telecommunications Commission (CRTC) have become the unlikely battleground for a fundamental question shaping our national identity: What makes content truly Canadian? As regulators work to modernize the decades-old Canadian content (“CanCon”) framework under the Online Streaming Act, a passionate debate has emerged over whether cultural elements should be mandatory in the new definition.
“We’re not just discussing regulatory checkboxes here,” said CRTC Chairperson Vicky Eatrides during Tuesday’s hearing in Ottawa. “We’re determining how Canadian stories will be told and preserved in the digital era—a responsibility we don’t take lightly.”
The current CanCon certification system, established in the 1980s, relies heavily on points awarded for employing Canadians in key creative roles. However, critics argue this approach focuses too narrowly on who creates the content rather than what the content actually portrays about Canadian experiences, perspectives, and cultural touchstones.
Industry stakeholders presented sharply contrasting views on incorporating cultural requirements. The Canadian Media Producers Association advocated for specific cultural criteria, arguing that without them, the very purpose of content regulation—preserving Canadian identity—becomes meaningless.
“The absence of cultural elements would fundamentally undermine the objectives of the Broadcasting Act,” said Reynolds Mastin, CEO of the CMPA. “Canada needs content that reflects our diverse communities, languages, and shared experiences—not just content made by Canadians that could be set anywhere.”
On the opposing side, streaming giants and some production companies warned that mandating cultural elements could restrict creative freedom and global marketability. A Netflix representative argued that “arbitrary cultural requirements” might force creators to include “superficial Canadian references” rather than focusing on universal storytelling that can succeed internationally.
The hearings come at a critical juncture for Canadian media policy. As global streaming platforms continue to dominate the market, traditional Canadian broadcasters face mounting pressure to remain competitive while fulfilling their Canadian content obligations.
Indigenous media representatives emphasized that any new definition must acknowledge and respect First Nations, Inuit, and Métis stories as inherently Canadian. “Our narratives aren’t ‘cultural elements’ to be added or removed—they are foundational to this land’s identity,” stated filmmaker Danis Goulet during her testimony.
The CRTC’s decision will have far-reaching implications for Canada’s $9.3 billion production industry. According to recent data from the Canadian Media Fund, productions certified as Canadian created over 180,000 full-time equivalent jobs in 2024 and generated significant economic activity across the country.
The regulator faces a delicate balancing act: crafting a definition flexible enough to allow Canadian productions to compete globally while ensuring they remain authentically Canadian in some meaningful way. Too rigid, and producers may struggle to secure international financing; too loose, and the very concept of Canadian content becomes hollow.
Public hearings will continue through next week, with a final decision expected by September. The new definition will apply to both traditional broadcasters and online streaming services operating in Canada, potentially reshaping what viewers recognize as Canadian programming for decades to come.
As Canadian viewers increasingly consume content across multiple platforms and devices, one question remains at the heart of these technical discussions: In an age of global media, what does it mean for a story to be authentically Canadian, and who should have the authority to decide?
