Simultaneous substitution (also known as simsubbing or signal substitution[1]) is a practice mandated by the Canadian Radio-television and Telecommunications Commission (CRTC) requiring broadcast distribution undertakings (BDUs) in Canada to distribute the signal of a local or regional over-the-air station in place of the signal of a foreign or non-local television station (typically one that is affiliated with a U.S. commercial television network such as ABC, CBS, NBC, and Fox), when the two stations are broadcasting identical programming simultaneously.
The CRTC first introduced the policy in 1972, and it is sometimes erroneously called "simulcasting", the name of a practice different from simultaneous substitution in that there is no signal replacement.[2][3] According to the CRTC, the practice of simultaneous substitution is necessary "to protect the rights of broadcasters, to enable television stations to draw enough advertising revenue and to keep advertising money in the Canadian market".[1] Canadian broadcast networks, which must request each and every substitution on an individual basis, have been criticized for exploiting the regulation and not investing enough money into Canadian content.[4]
The most prominent public criticism of simsubs has been centred around the Super Bowl—the championship game of the National Football League—which is well known for featuring high-profile commercials on its U.S. broadcast. In 2015, citing the ads as having become an "integral part" of the broadcast, the CRTC announced that it would implement a policy to prevent broadcasters from requesting simsubs for the game; it was officially implemented prior to Super Bowl LI in 2017. This has faced criticism over the change in policy from the game's Canadian rightsholder, CTV owner Bell Media; the company argued that it singled out a specific program for policy in violation of the Broadcasting Act, and devalued its rights to the league. Bell Media subsequently fought this policy in court, and it was overturned by the Supreme Court of Canada on December 19, 2019.[5]
- ^ a b "Signal substitution replaces one TV signal with another". Canadian Radio-television and Telecommunications Commission. Archived from the original on February 25, 2009. Retrieved March 7, 2009.
- ^ "Simultaneous substitution on cable TV". Canadian Communications Foundation. Archived from the original on October 9, 2007. Retrieved March 7, 2009.
- ^ "Simulcasting". Merriam Webster. Retrieved March 7, 2009.
- ^ "CTV backs down on Juno air time". CBC News. March 28, 2007. Retrieved December 17, 2013 – via Friends of Canadian Broadcasting.
- ^ Cite error: The named reference
supremewas invoked but never defined (see the help page).
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