Tag Archives: ratings

CBC Olympic Coverage On Target

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By Jason Menard

Oh, the pundits are out in force, suggesting that the CBC has been too hockey-focused throughout this Olympic Games. But, really, is there any reason to argue with giving the viewers what they want – and what they’ve proven to want in the past?

How have those competitive luge ratings been over the past three years? And what were the overnights on biathlon from 2005? Oh, non-existent, OK. Pass the microphone back to Mr. MacLean now.

If the CBC wanted to dedicate all of its programming to the men’s Olympic hockey tournament and only run a crawl of the other events along the bottom of the screen, would there really be any reason to complain? These same columnists, pundits, and talking-heads – have they used their valuable air time and ink to promote these same sports that they’re now lamenting as suffering from a lack of coverage?

No. The point is, in large part, we don’t really care about these secondary sports. Some of us will jump on the old Olympic bandwagon and take some undeserved pleasure from our dedicated Canadian athletes bringing home medals. Those same fans will be the first ones to lament the loss of a medal from an athlete of whom they previously hadn’t shown any interest in.

But hockey, ah… there’s the rub. It’s the reason why the CBC clings so tenuously to the rights to broadcast these games. There’s gold in them thar rinks and, whether or not it hangs from the necks of our players, as long as the pros are playing in the Olympics it will be ringing in the national broadcaster’s coffers from Turin to Vancouver.

The hand-wringing over the CBC’s men’s hockey obsession is just a small part of the greater, unsaid debate about the broadcaster’s mandate. If we look at the broadcaster as an advocate for fair public representation responsible for showing the depth and breadth of the Canadian experience, then coverage should be meted out equally for every event and every athlete. We can let everyone have their 15 minutes of fame and then all get together at the end of the day for a big group hug.

But the CBC is hesitant to fully embrace their role as a public broadcaster – especially if tightening that grip means they have to loosen their grasp on the ideal of commercialism.

The CBC isn’t at this time just a northern PBS, preparing quality programming without being concerned about ratings. It isn’t a channel that’s dedicated to quality and diversity just for quality and diversity’s sake. It’s a network competing with others like CTV and CanWest Global for advertising dollars and viewers’ eyes. If, for the past three years, viewers have shown a marked apathy for watching non-marquee sports, why change a programming focus when the goal is to get the remotes clicked to your stations?

The simple answer is, there is none. Life isn’t fair and while bobsledders, ski jumpers, and biathletes work and train as hard, if not harder and in far less luxurious conditions, than their professional hockey counterparts, the simple fact of the matter is that those sports just don’t seem to resonate with the fans.

As a competitive broadcaster, the CBC has to dedicate air time to the events that will bring in the ratings. However, wearing its public broadcaster’s hat, it has a responsibility to help build an audience for other sports and highlight the complete mosaic of Canadian athletes. CBC hasn’t exactly blacked out these other sports and has given its viewers an opportunity to experience a wide variety of events, competitions, and disciplines. But now it’s time for the average citizen to vote with their wallets and their support.

Skeleton or Snowboard Cross pique your interest? Then spend the intervening three years between Olympics going to local competitions, supporting the athletes, and watching it on TV. If an event isn’t televised, contact your local affiliate or the broadcasters themselves and say that you, as a viewer, are interested in these events and would like to see more air time dedicated to their coverage.

That way, the next time around, when a broadcaster goes about defining an on-air schedule, they’ll know that there’s value in dedicating resources and assets to events that previously may not have warranted as much attention.

After all, while the Olympics are all about gold, silver, and bronze, for the broadcasters the only colour they care about is green. And the viewers’ eyes and the advertisers’ dollars are the only groups that they’re interested in soliciting.

2006© Menard Communications – Jason Menard All Rights Reserved

Raising Our Kids is Not a Game

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By Jason Menard

While some parents are hailing the decision of the Retail Council of Canada to voluntarily restrict the access of certain video games to children, I have to wonder if this is truly a step forward in protecting our youth – or whether it’s just another case of parents abdicating their responsibility to someone else.

Once again, instead of taking the active role in child-rearing, we’re looking to external bodies to regulate our environment. To take the choice out of our hands, and to protect us from ourselves. The problem is, it won’t work. By making these games harder to get, all we have done is made them more appealing to kids.

My generation was one that grew up with video games. Whereas it’s unthinkable that many of my parents’ peers would be caught with a controller in their hands (my mother, addicted to Pac Man as she is, is a notable exception), I’m hard-pressed to find anyone in my early-30s circle of friends that don’t own at least one video game system. They are as ubiquitous as DVD players and TVs.

And, as my generation raises their children, we are exposing them to video games. The key for us is to do so responsibly and to do that we need to be active parents. No ratings or restrictions are going to change that.

As parents, my wife and I have chosen to restrict the types of games that our 10-year-old son is allowed to play. The reality is that there are plenty of games with content that some people would find unsavoury. We’ve rented games filled with strong language, violence, sexual themes, gore, and any number of illegal activities. The key thing is that we don’t play them when he’s around. Nor do we allow him to play them – and we explain to him why. There are plenty of video games out in this world and there are more than enough for him to enjoy without subjecting him to adult-themed games.

But we’ve decided to set these rules. In the same way that we guide what movies he watches, what TV shows he’s exposed to, and what access to the Internet he has, so to do we monitor the video games. In fact, we generally try any game he gets before he does, to be sure we’re comfortable with the images and activities he’s going to presented with.

It’s called active parenting – and no rating system can give that to you.

In fact, ratings are only good as guides, not as enforcements. There are two sides to this coin. First off, ask most teenagers which movie they’d prefer to see – one with a PG rating or one with a Restricted rating – and they’ll choose the latter, greatly because of the stigma attached to it. The sense of mystery and the idea of the forbidden are far more appealing than the “parentally accepted” former choice.

Secondly, ratings are not absolutes. Whether they’re industry-defined or independently assigned, they only serve to provide a general guideline of the content. There are R-rated films that I have no problem allowing my son to watch, and that have more value than many of the so-called age-appropriate films. But we don’t allow him to watch these in isolation. If a broadcast has strong themes present, it’s our responsibility as parents to talk about them, not ignore them as if they don’t exist.

Many parents, including ourselves, have been guilty at times of using TV as a babysitter. And now, as my generation continues to have children, the video game system is taking the same function in many cases. But, just as you wouldn’t hire a baby-sitter to watch your children without performing a thorough screening first, nor should you fire up a PS2 or Xbox without some prior knowledge of what’s going to happen.

I’m not so naïve as to think that my son is being completely sheltered from these images. In fact, I know acquaintances that allow their pre-teens free access to games that I would consider challenging for most adults, but that’s their choice and their kids. My wife and I can only control our environment and hope that the lessons we’re teaching, the messages we’re imparting, and the choices we’re making are enabling our son to feel comfortable in the world we live in.

Stricter enforcement on sales and ratings systems won’t do anything to diminish the appeal of violent and suggestive video games. It’s our job as parents to be actively aware of what our kids are exposed to. Raising our kids is not a game – so let’s start taking it seriously and stop looking for others to regulate what we do.

2005 © Menard Communications – Jason Menard All Rights Reserved