The recent congress of the Quebec Association of Media Production (AQPM) held in Gatineau highlighted significant discussions about the state’s audiovisual landscape. Ending on April 22, 2023, industry leaders and stakeholders acknowledged the efforts of Mathieu Lacombe, the Minister of Culture and Communications. His commitment to supporting Quebec’s media players stood out prominently during the event.
Mathieu Lacombe’s Influence on the Media Landscape
Mathieu Lacombe’s connection with the media industry has earned him a reputation as a favorite among professionals. During the congress’s closing party, he showcased his singing talent, garnering praise from Hélène Messier, AQPM’s CEO, who humorously named him “the best singer of the CAQ.” Such camaraderie reflects widespread support for his continued role within the government.
Confirmed in his position by the newly elected premier, Lacombe will seek re-election as a candidate for the Coalition Avenir Québec (CAQ). He expressed his intention to advance discussions regarding the future of audiovisual policy, despite potential political changes following the upcoming October elections. “No matter which party leads, I believe we can continue our work,” he stated during a press briefing.
Utmost Importance of the GTAAQ Report
A significant concern voiced by Lacombe is the pending report from the Audiovisual Future Working Group (GTAAQ). He emphasized its importance, describing it as “the most crucial initiative in the audiovisual sector in 30 years.” He advocates for increased investment in Quebec’s audiovisual sector, aiming to deliver an ambitious strategy before the next elections.
- Current budget for Télé-Québec: $100 million
- Proposed increase to Télé-Québec’s budget: $300 million
While Lacombe values the recommendations from the GTAAQ, including the increase in Télé-Québec’s funding, he acknowledged the challenges in implementing such measures given current economic conditions.
Legislative Developments and Impacts
The newly adopted law, known as Law 109, mandates that manufacturers of connected devices display Quebec platforms on their home screens. Lacombe affirmed that future administrations will have to adhere to this law, reinforcing the need for compliance among device manufacturers.
Highlighting the economic impact of the cultural sector, Lacombe pointed out that it contributes nearly $3.3 billion to the provincial GDP annually and supports thousands of quality jobs. Despite some resistance to cultural investments, he argued that such expenditures are vital for the province’s economic growth.
Embracing Artificial Intelligence in Media
Artificial intelligence (AI) remained a hot topic at the AQPM congress. Some industry members expressed apprehension about integrating AI into production. Yet, others emphasized the necessity of leveraging AI to remain competitive in global markets.
Real-World AI Applications
In a panel discussion on AI’s role in media, several producers shared innovative applications. For instance, Sarah Châtelain mentioned utilizing AI in the film “Les furies,” while Marie-Ève Rocheleau explained its use for recreating documentary scenes. This technology can significantly enhance production efficiency and creativity.
Quebec’s Growing Influence in Global Markets
Yann Paquet, CEO of TV5 Quebec Canada, discussed the varying interests in Canadian French content across continents. Notably, African and Asia-Pacific audiences show a growing preference for Quebecois content over that from France.
| Region | Content Origin |
|---|---|
| Africa | 38% Africa, 33% Quebec/Canada, 15% France |
| Asia-Pacific | 36% Quebec/Canada, 34% France |
| North and South America | 32% Quebec/Canada, 34% France |
Paquet attributed this success to the originality and creative freedom of Quebec’s productions, distinguishing them in international markets. He believes that the distinct accent of Quebec helps it avoid colonial associations, allowing for a broader appeal.
With industry leaders optimistic about the future, the Quebec audiovisual sector is poised for significant growth and innovation, reflecting a vibrant cultural landscape on the global stage.
