In theory, the idea is appealing. A single digital platform that would host shows from Noovo, Radio-Canada and TVA. A Netflix from Quebec with a single subscription to immerse yourself in the buffet of series here.
Published at 1:57 am. Updated at 7:03 a.m.
In practice, this Quebec Netflix will never materialize. This is impossible to achieve. For what ? Firstly, because our media empires are currently being destroyed by rocket-propelled grenade attacks and there is no possibility of a humanitarian ceasefire. One removes Vrak and Z from his channel bouquet, the other responds by banning Yoopa. One criticizes the public broadcaster every three minutes, the other deprives its competitor’s programs of access to video-on-demand. All these beautiful people regularly clash in court. And Vrak and Yoopa were buried in the cemetery of the deceased, in short, it is very difficult.
There is too much bitterness, resentment and tension between major television players in Quebec. Getting them to sit at the table and negotiate a very complicated business partnership would be a greater miracle than that of 34th Street.
Almost no one in the industry believes it: “Radio-Canada, Noovo or TVA will never want to put their best content on a Netflix in Quebec.” They would keep it for their own platforms,” summarizes a source not authorized to to speak publicly about the company’s strategy.
Because the creation of a Netflix in Quebec would not mean the death of Tou.tv Extra, Club illico or Crave. All of these platforms would coexist with Quebec Netflix and force the customer, already overwhelmed by the offers, to take out his credit card again, and that is enough.
France recently tried the experiment of a single “streaming” platform to counter the rise of Netflix and Disney+, and the result was disastrous. This project, called Salto, was launched into orbit in October 2020 after years of tough discussions. Salto cost around ten dollars a month and offered broadcasts from its three shareholders, TF1 (the equivalent of TVA), M6 (closer to Noovo) and France Télévisions (the public broadcaster like Radio-Canada).
On paper it sounds great. As if Noovo, TVA and Radio-Canada were joining forces to make our lives as viewers easier. A commercial alliance between the three largest audiovisual players. One place, all TV!
But no. As expected, TF1, M6 and France Télévisions kept the big pieces for their own in-house platforms and reduced Salto to a catch-up instrument with too few exclusive titles. Then what’s the point of subscribing to it?
Then a failed merger between TF1 and M6 undermined the new company’s management, Internet operators, including Orange, refused to distribute Salto, the Competition Office put obstacles in the way of the project, and the three antennas involved in Salto all pulled very hard from their side (predictable!).
After just over two years of activity, thank you, good evening, Salto has been disconnected. Closing date: March 27, 2023. Afterwards, TF1, M6 and France Télévisions returned home with their catalog among the poor and debts in the double-digit millions.
While Salto was dying, it was the American service Netflix that catapulted the most popular French series, Lupin, into the firmament. It should have been Salto’s role – not Netflix’s – to “promote French and European culture.”
Even less logical: What was a hit on Salto was the reunion of Friends, the reunion of the actors from the Harry Potter films, the Steve McQueen miniseries Small Ax and And Just Like That. Not very French, let’s say, when it comes to programming.
I don’t see how a Netflix could work in Quebec without causing friction. Let’s take the example: The night Laurier Gaudreault woke up. Of course Club illico would have presented it as a premiere, that’s obvious. But who would have reaped the advertising revenue after the series was released on Quebec Netflix? The transmitter? Producers Xavier Dolan and Nancy Grant? Related channels in Quebec Netflix? And in what proportion? It’s a financial puzzle that can’t be pieced together.
We must also not forget that Quebecor and Bell Media hold shares in independent production companies such as Pixcom (Indéfendable, Alertes), Déferlantes (Chanteurs masks, La voix) and Sphère Média (Aller simple, Cerebrum), which adds an additional layer of complexity to our act , already well equipped with strategic connections and hostilities.
Quebec Netflix can only work if it is mandated and monitored by the government, believes Denis Dubois, former executive director of Quebecor and a specialist in television development, production and broadcasting.
PHOTO HUGO-SÉBASTIEN AUBERT, LA PRESSE ARCHIVE
Denis Dubois
We will never have enough content in French to justify the existence of the three paid digital platforms in Quebec.
Denis Dubois, specialist in television development, production and broadcasting
However, several sources I spoke to recently fear that Quebec Netflix will turn into Panier Bleu, which, frankly, wasn’t the success of the century.
Still with the idea of promoting Quebec culture, an interesting thought is currently circulating behind the scenes: why not put together bundled offers – the famous “bundles” – for Club illico, l’Extra de Tou.tv and Crave?
For example, you pay $20 or $25 a month and you can browse these three services, no ads, with all exclusive offers. On the eve of Black Friday, this is by no means a crazy idea that will put more money in our pockets and in our market.