Broadcaster Magazine

CMPA Report Examines ‘Discoverability’ As Key Component for Online Success

Canadian content may become invisible in the vast online warehouse of video without ‘discoverability’ tactics in all stages of project development, production and distribution

The Canadian Media Production Association released an important new report that examines how “discoverability” – the ability of audiences to find or discover video content online – has become a critical component for online success. The report examines the role of social media and online marketing tools and the challenges faced by Canadian producers to create and maintain successful online marketing campaigns. Discoverability: Strategies for Canadian Content Producers in a Global Online Marketplace, received funding support from the Ontario Media Development Corporation  and the National Film Board of Canada.

“What this report tells us is that the marketplace for Canadian content is now truly global, thanks to the Internet. As a result, the competition for audience attention is fierce,” says Michael Hennessy, President and CEO of the CMPA. “The Canadian system has been fine-tuned to ensure the development and production of excellent programming, where we need to turn our attention now is how we disseminate our content and build audiences, not only here in Canada but worldwide.”

The report, authored by Catherine Tait of Duopoly Inc., presents several case studies drawn from the U.S. and Canadian marketplace which provide practical advice on how to integrate ‘discoverability’ strategies in the deployment of online content.

“It is no longer enough to simply produce great content,” says Karen Thorne-Stone, President and CEO of the Ontario Media Development Corporation “Canadian producers must now become master marketers and employ the new tools of social media to engage and build a direct relationship with their audiences. OMDC is pleased to support this timely study.”

The report also highlights the potential risk to the Canadian production industry if it fails to address the shift in emphasis from production to marketing and audience engagement for success in the online marketplace. Without greater investment in marketing, it will become more difficult for Canadian content to make a meaningful impact in an online environment already teeming with new video content. But, the opportunities are also enormous for those who successfully build audiences online and the study outlines several strategies to help improve discoverability.

“The NFB, as an innovator in digital media creation and distribution, supports Discoverability – it is precisely this type of innovative research that we all need to help identify emerging trends in the shifting media landscape and to successfully compete in a growing global digital marketplace,” says Deborah Drisdell, NFB General Director of Accessibility and Digital Enterprises.

In parallel with the study, the CMPA is also launching, an online database developed as a tool to assist producers in navigating the various events, conferences and markets focused on the exploding arena of games, apps, transmedia products and original web content throughout the world. “We hope that the Canadian production community will quickly populate so it can help all of us focus our resources on the events and opportunities best suited to building our digital content businesses,” says Hennessy.