The Canadian Radio-television and Telecommunication Commission’s release of its revised policy for ethnic radio and television broadcasting last month streamlined the regulatory process and created a new definition of ethnic programming – one that opens up new opportunities for both broadcasters and advertisers alike.

The new policy defines ethnic programs as those directed to any culturally or racially distinct group other than one that’s aboriginal Canadian, or from France or Great Britain.

This means, for example, that programming targeting the trend-setting young urban black market would be considered ethnic, according to Elizabeth Reade, vice-president and general manager of EthnoWorks, the ethnic advertising division of Toronto’s Hennessey & Bray Communications.

‘It is complete and utter niche marketing,’ says Reade. ‘A niche within a niche and it certainly targets those dollars right down to the most specific audience you want to reach.’

Reade says the roster of mainstream marketers targeting ethnic communities is snowballing dramatically these days. Where the financial and telecommunications sectors have traditionally produced the bulk of mainstream ethnic advertising, she says it is quickly expanding to encompass a wide range of categories, everything from packaged goods to cars.

The policy revisions also eliminate existing limits on the amount of ethnic programming that can be aired on non-ethnic stations – provided the programming airs in English or French.

Stations will continue to be limited to 15% third-language programming, but can apply to the commission to increase the level to 40%. And in markets where there is no existing ethnic station, campus stations and privately owned community stations will now be allowed to provide up to 40% third-language programming without going to the commission for approval.

Rachel Pritchard, manager of communications for London Life, says the insurance company is currently running television campaigns in English, French, Mandarin and Cantonese.

But she says she isn’t likely to make use of third-language advertising in mainstream media, even if mainstream broadcasters open up more of their schedules to in-lanugage programming.

‘We use different creative devices and buy media a little bit differently, so I’m not sure it would be a huge benefit to run Chinese-language advertising… on an English TV station,’ she says.

The CRTC has left intact many policies that have been in place since 1985, such as the requirement for ethnic radio and television stations to devote at least 60% of their schedule to ethnic programming, and to provide services to a broad range of ethnic groups.

In its presentation to the CRTC’s policy hearing, the Canadian Association of Broadcasters drew on Statistics Canada data to paint a portrait of Canada’s ethnic diversity, stating that the growth of persons who speak a non-official language in the home rose by 49% between 1986 and 1996. In 1986, this group represented just 12.7% of the Canadian population.