Canadian screen agencies unite to boost 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), are announcing a strategic partnership to strengthen the audiovisual sector’s understanding and reach of audiences by prioritizing and harmonizing the measurement and collection of audience data.

This new audience data initiative is one of several projects led by the table of leaders at federal organizations of the audiovisual sector (Telefilm, CMF, ISO, and NFB). For more than a year, this federal audiovisual table has been working with the Department of Canadian Heritage to modernize the Canadian audiovisual ecosystem, which is increasingly defined by intense competition and questions of cultural sovereignty. Through this concerted audience-centred approach, the organizations aim to develop more effective strategies for reaching audiences, enhance the impact of the richness and diversity of Canadian and Indigenous stories—whether in feature films, television, documentaries, or animated films—and ensure their discoverability across digital platforms and cinemas.

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 – Strategic Visions for the Canadian Audiovisual Industry report, the partners emphasize that greater collaboration is essential to create a cooperative, ecosystemic approach centred around audiences.

Julie Roy, Executive Director and CEO of Telefilm Canada, emphasized the importance of this initiative by stating: “This 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’s value chains and audiences. The 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 – at the forefront of screens at home and abroad," expressed.

Highlighting the broader scope of the work ahead, Valerie Creighton, President and CEO of the Canada Media Fund, noted: “This 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. 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," commented.

Meanwhile, Kerry Swanson, CEO of the Indigenous Screen Office, focused on the role of Indigenous narratives, stating: “By strengthening our data collection and audience insights, we can better understand how Indigenous stories are discovered, shared and watched. 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," noted.

Finally, Suzanne Guèvremont, Government Film Commissioner and Chairperson of the National Film Board of Canada, underlined the transformative nature of this collaboration, explaining: “This collaboration marks a turning point for Canada’s film ecosystem. By 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," highlighted.

In addition to this initiative, the four organizations are also advancing other key partnerships. For example, the Canada Media Fund and Telefilm Canada have announced a three-year joint strategy to increase industry inclusivity. Furthermore, the ISO has taken on the administration of the CMF’s $10 million Indigenous Program, marking a new chapter for Indigenous screen content.

At the same time, Telefilm Canada, the CMF, and the NFB have joined founding sponsors to expand Magnify Digital’s Audience Development Pilot, a collaboration that equips Canadian producers with innovative technology and skills to drive viewership. Taken together, these initiatives underscore the ongoing collaboration among Canada’s screen institutions and their shared commitment to the structured modernization of the country’s audiovisual distribution landscape—a process that will continue to involve many players in the sector, with more developments to come in the months ahead.