Crtc june 12, 2006 commercial radio policy dln201! (1)

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Help, I'm independent . . . Help, Help, Help, I'm diverse too!
In the following pages I will try to simplify as much as possible “the
DIVERSITY process” to achieve a Canadian broadcasting industry that will
truly reflect the demographic Canada of today.
Although, I do hope to make it in less than 20 pages, I will try to cover all
aspects of our suggestions including the problems and their possible
solutions.
10091 COMMISSIONER PENNEFATHER: What I wanted
to comment on is you have made comments on various
organizations. I grant you there is a spin-off but we
would have to focus on the organizations and the specifics
of this hearing in commercial radio.
The only reason that we sent our comments and requested an in person
presentation was because the CRTC was addressing Commercial Radio.
Back in 1999 at the Public Hearing on Third Language and Ethnic
Programming I was already addressing the lack of radio and TV for the
Ethnics, especially for the second and third generation. Below part of my
speech:
1026 MdlT: My experience lets me zero in two
necessary issues. First issue, second and third generation
ethnics.
1027 MdlT: Toronto with its 60 per cent plus of
ethnic penetration demands a diverse TV and radio
calendar. Today we have increasing new audiences of
second and third generation ethnics that have grown up
in our great multicultural fibre. While targeting
programs for Canada's multicultural reality; Canada
needs programs that encompasses the bridging from first
to second and third generations.
1028 MdlT: Mainstream media, with very few
exceptions, does not pay attention to this increasing
growing audience. As an example, the music world.
Music has to diversify at a greater, faster mode to
serve the appetite of these audiences. Dance music
alone comes as pop, dance, hip hop, house, drum and
bass, Euro, jungle, garage, techno, disco, Latino,
R & B, rap, etcetera, etcetera.

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1029 MdlT: Initially, market demand
was one of the reasons why most ethnic radio stations have
chosen to devote their schedules almost exclusively to
first generation programming, going over the general CRTC
requirement of a minimum of 60 per cent ethnic programs.
1030 MdlT: Radio stations could follow the
successful format of CFMT, targeting programs to the
second and third generations when audiences are more
likely to hear and within their 40 per cent licence
requirement.
I still believe that in places like Toronto with more than 50% of the
population and Vancouver and Montreal with at least one-third of the
population composed of ethnic and racial diversity should and must have
their airwaves, radio and TV reflect their population’s demographics.
The upcoming opportunity of the relaxation of second adjacency rules
should be embraced with commercial radio stations filling the gaps
existing today covering those languages and those demographics that
are not well reflected in the airwaves today. To meet the needs of the
increasingly diverse multicultural, multilingual and multiracial society these
adjacencies should nurture the second and third generation or the 12 – 34
elusive market. And, the ownership of those stations should also be a
combination of, CAB members (that need to tap into a “foreign” but “too
close to ignore” market) and have the business acumen experience
together with new ethnic and / or diverse ownership bringing the
grassroots knowledge to make it a successful venture, i.e. Flow 93.5 FM.
10093 COMMISSIONER PENNEFATHER: This brings me
to the area that you say that you would comment on,
and that is the CAB best practices proposal.
10101 COMMISSIONER PENNEFATHER: In any case, if
you would focus on that because, as you know, there
are a number of best practices dealing with private
commercial radio.
10103 COMMISSIONER PENNEFATHER: Both in terms
of employment and in terms of programming.

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10105 COMMISSIONER PENNEFATHER: So I think it
would be important also to get your comments on that
in a practical sense and obviously, too, the CTD and
Canadian content.
CAB BEST PRACTICES PROPOSAL – OUR COMMENTS
“Canada has successfully evolved to become what is today one of the
world’s most diverse, tolerant, progressive and open societies. A
willingness to embrace change, pursue new ways of thinking and learn
from past mistakes has made this possible.
While Canada has a relatively progressive history of tearing down divisive
barriers rooted in gender, race, ethnic, religious, lifestyle, cultural and age-
based differences, there is, nonetheless, further room for improvement —
for example by creating more family-friendly workplaces so that women
are better able to combine family responsibilities and careers and by
improving the opportunities for newcomers to Canada to gain
recognition for their education, skills and experience obtained in their
home country.
Pursuing these kinds of changes for greater inclusiveness and participation
is consistent with Canadian values, but also offers potential economic
gains. The public and private sectors both have roles to play.
It is tempting to assume that as a land of opportunity, anyone can
achieve his or her dream for a better life, whether born in Canada or not.
The opportunities are here and many are able to take advantage of
them. But, for others, particularly newcomers, proactive measures, or
simply the elimination of barriers, are needed if dreams are to be
realized.” RBC Financial Group, The Diversity Advantage:
A Case for Canada’s 21st Century Economy
The above caption was presented at the: 10th International Metropolis
Conference: Our Diverse Cities: Migration, Diversity and Change in
Toronto, October 20, 2005.
Diversity has become Canada’s number one challenge - - from security to
immigration and from finance to broadcasting - - all industries are eager
to top on an unknown but very promising market.

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CAB is “another of these industries” . . . Paragraph 210 (of their submission)
“The business community is also aware that a more diverse customer base
means they must change, adapt and create in order to stay competitive
with the products and services they offer. In other words, within many of
Canada’s economic sectors there is a broad recognition that diversity
can mean strong business opportunity and business success. Companies
that do not recognize the relationship between growing diversity and
business success run the risk of losing out on potentially lucrative markets.”
On Paragraph 205 (of their submission) CAB’s says:
“Changes to the demographics of Canada’s population are at the root
of the business case for diversity on radio.”
Zeroing in Toronto where “more than 50% of the population of Toronto” is
composed of ethnic and racial minorities” . . . is it NOT reflected in the
radio airwaves!
The road to Diversity is a long, difficult and sometimes scary process, but it
can only be conquered and mastered with proactive and sometimes
drastic measures that truly reflect change and commitment to the listener.
On Paragraph 212 (of their submission) CAB’s says:
“The private broadcasting industry is very much aware of the opportunity
and success that harnessing diversity can represent, having recently
completed two comprehensive research and best practices initiatives on
diversity in the Canadian television industry.”
10047 MdlT: CAB: Tremendous and commendable effort.
Our comment: been there done that.
10048 MdlT: I saw it coming when about three months
ago CHUM started a diversity website for ethnic
resources to assist us in reaching companies that can
help.
10049 MdlT: They know this policy review could change
their status quo and the fear factor is working.
Better to anticipate and promise changes than ignore

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and let the CRTC act on its own.
10050 MdlT: With more time we will gladly analyze and
respond to each and every one of their suggestions and
propose better and more reliable changes. Like we
always say, it is better late than never, especially
when the CRTC will see the other side of the spectrum
and be able to rule with a better market knowledge.
The first two pages of CAB’s diversity brief (68 & 69) the CAB quotes mainly
Stats Canada and the two studies done on Television by members of the
CAB.
Although the two Television reports are extremely thorough and very well
done there is no comparison on the commitment to Diversity that
Television has provided with the lack of acknowledgement of Diversity
that exists in Canadian radio today.
10030 MdlT: Enclosed for your peruse copies
four pages of the paperwork between members of the
hispanic community and Stats Canada and the changes in
the count of hispanic residents in Canada registered
in the 2001 census.
10031 MdlT: Members of our community very
aggressively requested a revision and the numbers
jumped from 200,000 plus to 520,260, more than double.
Above, part of my comments in Ottawa about Stats Canada and the
Hispanic figures for 2001.
In this new 2006 Census some of the basic questions were changed to
provide a better reporting of our numbers, below some of our suggestions
to Stats Canada

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- General category as `HISPANOS’ (similar to the classification of Jew,
Black, Portuguese, Italian, and Irish).
- Number of respondents whose country of origin and of their ancestors
is as mine (i.e. Chilean, Ecuadorian, Colombian, Venezuelan, and so on).
- Re: Question 19
What is the definition used to define “ethnic-group”?
Listing a continental region as same as a country (Latin America & Filipino)
If listing Latin American, then there is a need to request country of origin or
cultural background.
10032 MdlT: From Stats Canada we were also
enclosing pages with graphs including the Top Languages in
Canada and the four languages with more youth, 12 to 34.
10033 MdlT: As you can see the largest is
the Spanish, followed by a combination of Chinese Cantonese
and Chinese Mandarin, and finally Portuguese. Combined,
the total is 589,445 diverse possible listeners.
10034 MdlT: Maybe CAB members are not
reaching to all persons 12-plus or teens 12-to-17, or do
not know these figures, do not know how to reach them, or
are simply scared of a Pandora box.
Below 2 quotations from Statistic Canada, The Daily in reference to youth
and Diversity.
Visible minority population would remain younger
The visible minority population should remain younger than the rest of the
population 12 years from now. However, it too would be an ageing
population with proportionally fewer young people and more seniors.

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Projections show that the median age of the visible minority population
would be an estimated 35.5 in 2017, about four years more than it was
in 2001. In contrast, the median age of the rest of the population would
be 43.4 years, nearly six years more than it was in 2001.
This differing age structure could have an impact on the working-age
population.
In 2017, for every 100 visible minority persons old enough to leave the
labour force, that is, people aged 55 to 64, there would be 142 old
enough to join the labour force. These people would be in the group
aged 15 to 24.
In the rest of the population, there would be only 75 potential entries for
every 100 potential exits. Statistics Canada, The Daily, March 22, 2005
Study: The high educational aspirations of visible-minority youth
The higher educational goals set by visible minority immigrant youth
appear to be related to the educational values promoted within their
families, according to a study originating from the Research Data Centres.
Data from the Youth in Transition Survey were used to examine differences
in the goals for postsecondary education among 15-year-old students.
The study found that 79% of visible-minority immigrant youth aspired to
obtain at least one university degree in their future, compared with 57% of
Canadian-born non-visible minority students.
It found that the parents of visible-minority immigrant students generally
have higher levels of education than their Canadian-born counterparts,
and also express more positive hopes for the educational attainment of
their children.
About 88% of visible-minority immigrant parents stated that they hoped
their children would acquire a university education, while 59% of
Canadian-born non-visible minority parents expressed the same goal for
their children.
Visible-minority immigrant students also tend to report higher grades and
have higher levels of school engagement than Canadian-born students.
Differences in the future educational goals of visible-minority immigrant
and Canadian-born students were also found based on gender, region,
community size and socio-economic status. However, language first
spoken and family structure were not found to be related to differences

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the students' educational aspirations. Statistics Canada, The Daily, April 4, 2006
Ever since my trip to Ottawa and my assignment we have done research
on the CAB and I was pleasantly surprised for all the energy, manpower,
efforts and funds they are putting toward the fostering of Diversity.
It is really commendable and it is definitely appreciated.
They are trying to do so much and so perfect that in a way they are
loosing perspective of how easy, simple, fun and lucrative conquering
Diversity could be.
Jusk ask Shaw / Corus . . . with Telelatino!
CORPORATE ACCOUNTABILITY
As professional and established companies each corporate group or
radio licensee should monitor and report on diversity initiatives on an
annual basis.
As an ethnic listener being in the media for over 20 years in Canada and
dealing, working and being a strong community leader in the Hispanic
community and knowing key people in other communities . . . we
definitely need and want more.
Our Solution (organizations and its specifics in commercial radio) - BBM
It is logical and simply common sense to know how deep and where you
are jumping before you jump!
We have already found out that Stats Canada is not the Bible and we
might think that Corus’ Telelatino’s Success was just pure luck!
The only accountability that the Canadian Association of Broadcasters
owns and uses to learn the when’s, what’s, where’s and how many’s
listeners they have is BBM . . . why not pay BBM to do a Diversity Study
together with ComQUEST?
“BBM Canada is the leading supplier of radio and television audience
rating services to the broadcast advertising industry in Canada.
ComQUEST Research Inc. is a wholly-owned subsidiary of BBM Canada,
specializing in media research; advertising effectiveness; research for
financial institutions; public opinion polling, and consumer research. Not

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only are we one of the largest and most experienced research suppliers in
the country, we are the only research organization in Canada that is
industry owned and run.” A perfect combination to do the first Special
Diversity Study in Canada!
ComQUEST already did the Toronto Chinese Media Habits Study 2005.
Fieldwork conducted by ComQUEST Research with data weighted
according to 2001 Census and Statistics Canada. Please see
www.fairchildradio.com/SURVEY%20(Color).pps
At this time BBM / ComQUEST is advertising for a Market Research
Interviewer – Bilingual Korean and English. JOB SUMMARY: You will
contact households by telephone to conduct market research interviews.
The interviews will be conducted in either Korean and English.
To our questions, BBM’s representative told us that they would need to
know the following:
. Understand what we are trying to do.
. Know the size of the market.
. Number of people to interview.
. Language.
. Ethnic background.
. Sample size.
. Recruit a sample that is large enough that the DATA is credible.
. Add questions to the Diary. http://www.bbm.ca/en/lc/The_Radio_Diary.pdf
After they are aware of all of the above they would ask.
. Can we?
. If we can?
. Cost?
Looking at BBM’s Diary it seems it does not reflect today’s demographic

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realities. Although very helpful they were not very comfortable talking to
me or answering my questions . . . they did not know how deep it was . . .
PROGRAMMING
What the CAB describes is “The Diversity Kindergarten” (we are still
learning so it has to be at a slow pace) and would have worked fantastic
15 to 20 years ago. CHUM, especially on TV, has being doing something
similar in its programming for a long, long time and surely they got the
market and the viewers.
Today, in Toronto, with “more than 50% of the population composed by
Ethnics and racial minorities”, it is almost a comic story.
It is so easy on Television because the visuals tell the story. How are they
telling their audience on radio . . . with an accent or with a foreign name
that reflects a nationality?
Whatever the way, let us support this initiative and facilitate their way.
Before going into the music part with SOCAN I would like to say that the
Ethnic Media, from print to TV, will be a tremendous asset for the CAB to
tap on. As a matter of fact as a Hispanic, I a very proud to say, that there
is a tabloid called “Orgullo Hispano” (Hispanic Pride) that its mandate is to
promote entertainment and broadcasting news. It was there that I
learned that CHUM had hired Ana Rodrigues, as a Sales Executive.
Community associations could also help but the best way to reach
Diversity is using their own media vehicle - - the radio.
A commercial on the air reaching to ethnics, using their voice with a hello
(like Standard has done with their talent bank) will let Diversity know that
you belong, and that is precisely what we are searching for when we
choose a country or a city to spend our lives.
Putting myself in the CAB’s shoes, this initiative is good and for them risky.
For us, the 50% plus is not enough. We would like to see more real
interaction where we are an integral part of the community.
Our Solution (organizations and its specifics in commercial radio) - SOCAN
SOCAN – I had the pleasure to talk to Bill Wilson, from the
Communications & Marketing Department. He agreed with me that

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SOCAN collects royalties and distribute payments to artists performing
third language music but . . . it is not monitored or accounted.
This is a magnificent way for the CAB members and others that would
benefit from the knowledge of Diversity numbers who and what songs
are being played.
Surely, this service has to be funded.
10044 MdlT SOCAN: We mentioned it in our written
comments. They collect royalties from radio stations
and they distribute payments to artists performing
third language music, but they do not produce
statistics of the diversity of the artist.
NEWS AND INFORMATION PROGRAMMING
There are two stations that are doing a tremendous job reaching Diversity
in the News. One is CHUM (more on TV) and the other CBC. We can also
mention the work at OMNI I and II but their license is directed to Diversity.
Again, I would like to reiterate that Ethnic Media, from print to TV, will be a
tremendous asset for the CAB to tap on.
There is so much ethnic talent that could be used to report news from their
own local communities. I might sound repetitious but we need and want
to belong.
RECRUITMENT, HIRING AND RETENTION
The idea of hiring Diversity is tremendous . . . but I DO HOPE that they allow
them to bring their background, knowledge and culture to the job. A
personal advice, if there is more than one job, pick them from different
continents and let them form “a bank of knowledge for all Diversity”.
There are many associations that have resumes for Diversity talent. We
have had the pleasure of working with owners of radio stations in their
countries and others that do a morning show in New York while living in
Toronto. There is an enormous amount of professional and savvy talent
that beside their talent they will be able to bring listeners and future
clients.

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INTERNSHIP, MENTORING AND SCHOLARSHIPS
If all members of the CAB offer: 1 internship, 1 mentoring and one
scholarship it will be on front pages of the TORONTO STAR, the mainstream
print media that supports and covers Diversity on a daily basis.
Before I mentioned that there are so many of us that are over “more than
50% of the population composed by Ethnics and racial minorities” that
sometimes drastic measures have to be taken into consideration.
This will be a drastic measure that will bring a positive outlook of the CAB
members and it does not take so much funding and / or risk.
COMMUNITY AND INDUSTRY OUTREACH
This is a great and easy way to reach the communities.
It would take a dedicated person (s) to get to the proper information of
the enormous amount of community associations reaching the 130
languages for the almost 200 countries that live in the GTA. University of
Toronto, Tim Rees
We are focusing in the GTA as I have spent here 21 years of my 23 in
Canada living in Toronto and in different capacities I have worked with 3
radio stations in the GTA.
INTERNAL COMMUNICATION
Communication is the basis of all relationships. Communication within
your peers and communication within your company and staff is a must to
maintain the proper atmosphere to support the Diversity project.
On Paragraph 225 and 226 (of their submission) CAB’s speaks:
In these 3 paragraphs the CAB talks about a template and the start
saying, “in addition to this work, there is recognition that radio stations
must also have tools at their disposal that will enable them to assess
progress on cultural diversity in their programming and within their
stations”. Further CAB refers to a “reporting template will allow the
Commission to monitor radio’s progress in advancing diversity while at the
same time provide station operators with a flexible and streamlined

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reporting mechanism.” And they finish with “annual reports on radio’s
diversity initiatives will be filed with the Commission.”
Beside the two reports dated July 2004 and September 2005 for Diversity in
Television, the very detailed and well structured website and the effort
and dedication put forward to create and write Then . . . Now Private
Radio’s Changing Realities - - - this commitment from the CAB for an
annual report on diversity initiatives is one of the best news in the industry
today.

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OUR VISION OF COMMERCIAL RADIO AND DIVERSITY
During the question and answer period in Ottawa, I was asked:
10112 When you look at radio, if you had to
focus on a priority for radio and diversity, what would it
be?
My answer, at that time, was to exercise and make mandatory
the 15% allowed “in the ethnic policy governing, and it's also related to
commercial radio in the sense of what commercial radio is allowed to
carry in terms of third language.”
Although, our reasons are still the same, see below:
10131 If you look at all the TV, they have done
it TV. They give the Saturdays or the Sundays, that people
are sort of relaxing, and they give it to ethnics.
10132 They give it and they make money. But it
also gives the ability to contact the consumer, the
Canadian consumer.
10133 We are not here to promote ourselves with
our own peers. We were born there. We were raised there.
We speak the language. We eat the food. We dance the
music. But we want to talk to the Canadian consumers, to
Canadians.
10134 COMMISSIONER PENNEFATHER: So you are
looking at focus on not just ethnic stations but mainstream
radio.
10135 MS de la TORRE: Definitely.
My answer today is a different one. I have analyzed better the Diversity
papers (two studies and Then . . . Now) from the CAB and see an effort
and a dedication that deserves an opportunity.
Personally, I chose Toronto instead of Montreal and my main reason was
the language barrier. It is definetely a challenge when there are over 130
languages in a City like Toronto.

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COMMISSIONER PENNEFATHER:
Today, when I look at radio, and I focus on a priority for radio and
diversity, what would it be?
Try to get as many ways possible to measure our true statistics in all
aspects; number of people, listeners, demographics, artists, cd’s
published, music, etc. to assure our accountability, transparency and
monitoring.
1. It will be very hard for the CAB members to air “non English or
French music” and, although I would love to hear it, it is not very
sensible for me to push the issue . . until proper quantifiable
audience research is conducted that is commensurable with the
corresponding diversity of the served population.
So I will create ideas that will enhance what we already have with
added value letting each CAB member to cooperate as they see
feasible while using CRIA’s watchwords - - - accountability,
transparency and monitoring - - - when dealing with Diversity.
We already wrote about the CAB and SOCAN.
Our Solution (organizations and its specifics in commercial radio) - BDS
Looking for our precious accountability and trying to find ways to
prove our points we went to BDS (Broadcast Data Systems) and bought
the log report for six stations: FLOW 93.5, 98.1 CHFI, EZ ROCK 97.3, 102.1
THE EDGE, 104.5 CHUM and Z 103.5 for Thursday, June 6, 2006.
Of the six stations the one that plays more “ethnic music” is Z 103.5.
Surely enough, Z 103.5 is number # 1 Teen Station, #1 18 – 24 Station,
the #1 18 – 34 Station and the # 1 25 – 34 Station.
So now we know where “the elusive Diversity youth is.”
Our Solution (organizations and its specifics in commercial radio) –
ChartAttack and Canadian Music Network
ChartAttack - We will talk to see if there we can have a Diversity Specialty
Chart or Canada’s World Chart based on Ethnic Radio Airplay. It will work
the same as the one from College radio and will bring new opportunities

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within a different and growing market share. He is interested as long as
whatever we do speaks to his audience. His audience is 15 - 24, mainly
into rock and associated styles of music.
Canadian Music Network – At this time, Canadian Music Network has a
hold and will be “consulting with the industry to research ways and means
to develop future strategies for Canadian Music Network”. I asked, does
a part of your strategy has to do with Diversity? We still have not been
able to talk to her.
FACTOR and CIRPA
CIRPA - Talked to Cori Ferguson in Ottawa and told her that I have
personally travelled with CIRPA and she had not mentioned Diversity.
We will definitely work with them again to promote CANCON Diversity
around the world.
FACTOR - We asked FACTOR if we could work Diversity in a similar way
that they have worked with the Coalition of Nine Provincial / Territorial
Music Industry Association. Talked to Heather Ostertag and she is very
willing to plan something as complete and rewarding for Diversity.
MAPLETHNIC
We truly believe that MAPLETHNIC is a solution to many of us in the
Diversity world. It is a good looking site; very complete and handy, and is
able to provide the expected purposes as stated in the ethnic policy.
MAPLETHNIC needs more funding to be able to take it to the next step.
We talked to Carmela Laurignano from CIAO Radio and she confirmed
how committed they are to make this work.
This funding should be mandatory to all “ethnic radio stations” and
voluntary to commercial radio stations when they are able to benefit
from it.
Below we will comment on how we plan to contribute.

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OUR DREAMS FOR DIVERSITY IN TORONTO
1. Spectrum Licence - We will apply for a one month licence
from Industry Canada to promote a Parade in Jane & Finch.
The licence will also be use to ask Diversity members to bring us
their CD’s to promote them on air and at the Parade.
It would serve two purposes, more accountability and a way to
help MAPLETHNIC in their search for more content material.
2. The Canadian Diversity Idol - let each CAB member cooperate
as they see feasible while using CRIA’s watchwords - - -
accountability, transparency and monitoring - - -
when dealing with Diversity while maintaining their genre of music.
There are two issues that I have not addressed yet: CANCON and CTD.
CANCON - If CANCON is complicated CANCON and DIVERSITY is more.
Our suggestion: whatever arrangement you make for CANCON offer an
extra bonus for CANCON & DIVERSITY.
These will entice the CAB members to play our music and will definitely
make the Diverse artists happy.
CTD – We truly believe more dedicated funds should be allotted from all
sides directed to Diversity and the development of an industry. We will
work with FACTOR and see later what can be done with Starmaker on a
more direct way for the artists.
I will again, thank the CRTC for allowing us to present our “cause case”
for Diversity in Canada. We will continue to try to foster Diversity and the
Hispanics in every way, shape or form. I am available for any consulting
or “suggestion” at any time is deemed necessary.
We will leave you with two thoughts: a big group of the younger
Canadians that Ms. Oda is talking about in the technological world of
today happen to have a Diversity background.
And, Radio Licences are granted to serve the LOCAL population of a
given market. Thus should serve the market proportionally in accordance
to its diversity and demographic mix.

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Sincerely,
Magda de la Torre
Matiz Communications Inc.
603 Glengrove Avenue
North York, Ontario M6B 2H7
Telephone: (416) 784 – 5663
Email: matizcom@aol.com

Crtc june 12, 2006 commercial radio policy dln201! (1)

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Crtc june 12, 2006 commercial radio policy dln201! (1)