TORONTO — It may sound like a bold prediction or crafty marketing language, but the company known for its ownership of right-wing Canada-wide daily National Post, news and entertainment portal Canoe.com and the Sun brand of tabloid publications says it will launch a studio as part of “an ambitious project aimed at transforming the Canadian media landscape” in the wake of the Online Streaming Act‘s passage.
Introducing Postmedia Studios, which comes through a new strategic partnership with Postmedia Network Inc. and content creation and marketing firm Contend.
As the companies see it, “This collaboration seeks to harness the potential of Bill C-11, which mandates that all broadcasters, including digital platforms, contribute to the development, production, and distribution of Canadian content.”
As part of this partnership, all intellectual property will be created, owned, and produced by Canadians, focusing on amplifying Canadian stories through the Postmedia network. “This initiative aims to enhance the cultural landscape of Canada by providing a platform for Canadian voices and narratives,” the companies said.
“Our partnership with Contend represents a significant leap forward in our commitment to nurturing Canadian talent and stories,” said Erika Tustin, Vice President of Content Monetization at Postmedia Network. “Through this collaboration, we aim to unlock the potential of our vast archive to inspire new content that resonates with audiences across Canada and beyond.”
A slate of original programming from Canadian creators and storytellers is currently in development. This includes film, television, and short-form formats that Contend and Postmedia say “delve into compelling real-life stories and memorable historical events that have shaped the nation. These productions will highlight diverse Canadian experiences and perspectives, contributing significantly to the cultural and economic vitality of the Canadian media industry.”
This includes documentaries exploring Canadian history, true crime series, and sports series focusing on Canada’s sports heritage and athletes.
For Postmedia, it will rely on its content archives to license and co-produce new content.
Contend founder and CEO Steven Amato commented, “Partnering with Postmedia allows us to bring cutting-edge technology and storytelling together. We are thrilled to develop original programming that not only entertains but also profoundly connects with the audience.”
There’s a marketing pitch, too, as Contend and Postmedia Next seek to create “innovative opportunities for advertisers with a new wave of ad products targeted at specific content.”
They add that “emerging and untapped content verticals along with original advertiser-sponsored IP formats” will be targeted to create stand-alone content ecosystems for brands.
Chatham Asset Management holds two-thirds ownership of Postmedia, which in the eight years since it acquired the operation has consolidated newspaper operations while shifting National Post from a center-right editorial stance to one that is vehemently against Liberal Party policies and the government led by Prime Minister Justin Trudeau. It has also taken a staunch pro-Israel stance in the last two years.
Contend is based in Los Angeles and has a Canadian base of operation in Toronto.
— With reporting from RBR+TVBR in Vaughn, Ont.
