STORYTELLING – Television & Radio
Early 1900's
The dawn of Canadian broadcasting emerged in 1918 when the Marconi Wireless Telegraph Company of Canada initiated its pioneering venture into wireless transmission from Montreal. After securing a broadcasting license for station XWA in December 1919, the facility commenced regular programming the following year.
This solitary broadcasting station laid the foundation for an industry that would revolutionize mass communication in the subsequent decade. The landscape of Canadian radio underwent rapid transformation, expanding from a hobbyist’s pursuit into a robust commercial enterprise, with the number of stations reaching 39 by 1922. This expansion persisted, and within a decade, the count of commercial broadcasters had surged to 77, delivering an array of content spanning musical performances, public discourse, political commentary, athletic events, and theatrical productions. Consumer adoption mirrored this expansion, with radio set purchases climbing from 52,500 units in 1928 to an impressive 173,200 by 1931. Notably, the industry demonstrated remarkable resilience, maintaining its upward trajectory even during the economic hardships of the Great Depression.
The media landscape evolved further in the 1930s with the advent of talking motion pictures. Nevertheless, radio retained its position as a preferred entertainment medium. A significant milestone arrived with the establishment of the Canadian Radio Broadcasting Commission in 1932, heralding a new era in public broadcasting. This development ignited nationwide enthusiasm for radio, establishing a revolutionary approach to information dissemination. Through bilingual broadcasting in French and English, radio transformed the national conversation, bringing public discourse directly into domestic spaces and engaging citizens across social boundaries.
The Canadian National Exhibition of 1938 in Toronto marked television’s debut in Canada, where it was heralded as an innovative marvel destined to transform entertainment. While its significance as a medium for political influence would become apparent later, the immediate widespread production of television equipment was postponed by wartime industrial priorities. As the 1940s drew to a close, television adoption flourished south of the border, with Americans acquiring sets and enjoying broadcasts from various network affiliates. Canadian households within signal range soon followed suit, installing antennas and embracing American programming.
Mid-1900's
When the CBC inaugurated television services from Toronto and Montreal in 1952, the nation counted merely 146,000 television sets. This figure experienced extraordinary growth, escalating to approximately 2.3 million by 1956. The 1950s emerged as what many consider the pinnacle of CBC‘s influence, attracting viewers across all programming categories. While Canadian audiences embraced domestic content, they maintained their appreciation for American productions. The CBC leveraged this preference strategically, positioning popular American shows as lead-ins and lead-outs for Canadian content. Furthermore, they established an innovative partnership with NBC, adapting popular American formats for Canadian audiences.
The twilight of the 1950s witnessed mounting pressure on the Progressive Conservative government to expand programming options. This advocacy, spearheaded by the Canadian Association of Broadcasters and supported by viewers, culminated in the landmark 1958 Broadcasting Act. This legislation reshaped the broadcasting landscape by transferring regulatory authority from CBC to the newly established Board of Broadcast Governors, facilitating an expansion of television broadcast licenses.
Television’s penetration into Canadian society reached remarkable heights during the 1960s. By 1965, television ownership surpassed other modern conveniences, with an astounding 92% of households possessing sets—exceeding the prevalence of telephones, automobiles, and even basic bathroom facilities. The CBC maintained its position as the cornerstone of Canadian content creation, evolving beyond radio program adaptations to develop distinctive television productions that balanced information with entertainment. The medium’s influence proved particularly transformative through children’s programming, establishing new patterns of consumer behaviour through advertising, from model cars and Barbie dolls to the digital entertainments of the modern era.
The subsequent decades brought distinctive viewing experiences to Canadian audiences, though American programming maintained its strong appeal. Channel availability nearly doubled, expanding from an average of 4.6 options in 1967 to 8.7 by 1977. Despite this growth, foreign content dominated prime time viewing hours (7 PM to 11 PM), accounting for 70% of audience attention.
The 1970's - 1980's
The 1970s marked a revolutionary period for CBC radio services. The network strategically redistributed resources, shifting emphasis from evening broadcasts—now television’s domain—to morning and afternoon programming. This era saw the implementation of local information segments and innovative block programming formats. FM radio finally realized its potential after twenty years of development, with 1975 witnessing the launch of a stereo FM network and the elimination of commercials across both AM and FM platforms. This evolution led to distinct programming identities: AM focused on news, information, light entertainment, and community affairs, while FM specialized in classical music, dramatic productions, documentaries, and cultural content.
The 1980s prepared Canadian viewers for an impending technological revolution, introducing new viewing experiences and expanded content options, both domestic and international. This transformation accelerated through the 1990s, as emerging technologies and business ventures reshaped the media landscape. The introduction of direct-to-home satellite broadcasting and specialty channels garnered enthusiastic support from the Canadian media industry, further diversifying viewing options for Canadian audiences.
Today
Since its inception, Canadian viewers have distinguished themselves as passionate consumers of screen media, embracing both homegrown and international content across entertainment and educational programming. This enthusiasm has positioned Canada within a global media landscape that continuously evolves to both satisfy and generate viewer demands.
The journey of screen media in Canada has undergone remarkable transformation since television’s debut in 1938. In today’s digital age, the traditional concept of “television” has become increasingly fluid, as viewers access programming through an expanding array of platforms. Contemporary audiences engage with content via computers, mobile devices, portable media players, and high-definition displays, fundamentally reshaping the viewing experience. This technological diversification has challenged conventional methods of audience measurement and complicated our understanding of the “typical viewer,” presenting novel challenges for Canada’s regulatory framework and media industry.
The digital revolution has ushered in an era of audience fragmentation, with viewers dispersed across numerous channels and streaming platforms. Nevertheless, conventional networks maintain their relevance by offering compelling programming, particularly through reality shows, news coverage, and sports broadcasts. This adaptability reflects the industry’s resilience in an evolving media landscape.
Contemporary viewing patterns reveal that Canadians dedicate more than 20 hours weekly to screen entertainment, with domestic content comprising less than 40% of this consumption. This preference for international programming, particularly American dramas, sitcoms, and soap operas among English-speaking viewers, represents a consistent trend throughout Canadian broadcasting history. The nation’s audiences have consistently demonstrated early adoption of emerging technologies and new content delivery systems. While digital innovations, wireless advances, and internet developments continue to reshape media consumption patterns, this expanded choice in programming has brought with it increased financial commitments for Canadian households.
The essential role of screen entertainment in Canadian life became particularly evident during the COVID-19 pandemic, when viewing video content, television programming, and films emerged as the predominant leisure activity, underscoring the enduring significance of screen media in contemporary Canadian society.