Canadian Broadcasters Embrace American Content Despite Calls for Patriotism
Amidst the current push for Canadian-made products in response to Trump’s tariff wars, Canadian broadcasters are staying true to their roots by doubling down on American formats and partnerships for the upcoming television season. Despite the call for patriotism in Canadian media and advertising, U.S. content continues to reign supreme in the programming lineup of major Canadian networks.
Bell Media, Corus, Rogers Sports & Media, and the Canadian Broadcasting Centre (CBC) recently held their upfront presentations in Toronto, unveiling their plans for the upcoming season to advertisers and press. While each network had its own unique presentation style, the message remained consistent – American content is still a key component of their programming strategy.
Unlike American schedules that prioritize homegrown content, Canadian TV schedules heavily feature U.S. acquisition programming. These series attract Canadian advertisers and viewers, who are influenced by marketing campaigns on both sides of the border. Regulations from the Canadian Radio-television and Telecommunications Commission (CRTC) require networks to include Canadian content in their schedules, but U.S. shows continue to dominate prime time slots.
The exception to this trend is the Canadian Broadcasting Corporation (CBC), which focuses on Canadian content on its main schedule and streaming service, CBC Gem. While the CBC showcased investments in factual programming during its presentation, no new scripted series were announced. However, executives hinted at upcoming announcements in the near future.
Despite the emphasis on Canadian patriotism, major Canadian networks such as CTV, Global, and Citytv continue to rely on U.S. content to attract viewers. Acquiring new U.S. series at the LA screenings remains a priority for these networks, as they leverage pre-existing relationships with studios to secure popular titles for their programming lineup.
While partnerships with U.S. studios are crucial for acquiring new content, they can sometimes lead to unexpected outcomes. Last year, Corus and Bell Media faced challenges when Rogers Sports & Media struck a deal with Warner Bros. Discovery, resulting in the transfer of popular specialty channels to Rogers ownership. This forced Corus and Bell Media to rebrand and refocus their programming strategies to attract viewers.
Despite these challenges, Canadian TV executives are optimistic about the future of Canadian content. With new Canadian formats in development and the return of popular series like “MasterChef Canada” and “The Price Is Right Tonight,” there is a renewed focus on showcasing Canadian stories and talent to audiences.
As Canadian broadcasters navigate the evolving television landscape, partnerships with streaming services like HBO Max and Starz are becoming increasingly important. Networks like Crave are expanding their libraries with new French and English CanCon, including original series and popular franchises with a uniquely Canadian twist.
With a focus on developing content with international appeal, Canadian networks are positioning themselves for success in a competitive market. Through strategic partnerships and investments in original programming, Canadian broadcasters are adapting to meet the changing demands of viewers in the digital age.
