Recommendation 7a) (2004 study)

That Canadian Heritage develop and implement, by December 31, 2004, a campaign aimed at promoting TV5 within Canada’s Anglophone community.

Measures taken by the Department since 2004

In its response, Canadian Heritage stated that TV5 is an independent organization and the Department does not conduct advertising campaigns for it. That being said, TV5 Québec-Canada wants to increase its Canadian audience and establish its name in a competitive environment in which content is multiplying and cable distributors often have to make choices because of the limitations of their bandwidth.

To achieve this goal, TV5 has conducted two advertising campaigns since the summer of 2004 to present the channel to viewers in a different light and in doing so attract Francophile viewers outside Quebec:

• The first campaign ran in the summer of 2004 and was broadcast in Ontario, New Brunswick and Newfoundland.
  
  
• The second, broadcast on Bell ExpressVu (BEV), ran from September to mid-November 2006. It was aimed at all of English Canada and the messages were broadcast on American channels distributed by BEV. These channels are obliged to set aside commercial time for the promotion of Canadian channels.

Although no analysis makes a direct correlation between the broadcasting of the campaigns and the increased TV5 Québec-Canada audience, the Canadian audience of TV5 Québec-Canada did increase significantly (by 59.5%) between 2002–2003 and 2005–2006.

Recommendation 7b) (2004 study)

That Canadian Heritage actively encourage the involvement and participation of more provinces and territories, notably Ontario, in the Canadian contribution to TV5 programming and financing.

Measures taken by the Department since 2004

The Department of Canadian Heritage stated that TV5 Québec-Canada contributes to the creation and production of Canadian audiovisual content in French. Since 2003–2004, the channel has been broadcasting an increasing number of Canadian programs produced outside Quebec. In 2006–2007, 9% of the 15% of Canadian content broadcast on TV5 Québec-Canada came from producers outside Quebec.

Canadian Heritage also stated that it is the responsibility of the provincial governments to decide whether they want to fund an international channel like TV5. Even though the Government of Ontario does not contribute financially to TV5, Francophones in that province are represented on the Board of Directors of TV5 Québec-Canada by the president of Ontario’s French-language educational channel, TFO.

Canadian Heritage also states, among other things, that the federal government has appointed a Franco-Manitoban representative to the board of TV5 Québec-Canada in order to ensure that board members are regularly made aware of the interests and particular situation of Francophones in a minority situation when making decisions with respect to the channel’s direction.

Recommendation 8 (2004 study)

That the Department of Foreign Affairs and Canadian Heritage use the results of the current review of Canadian participation in Francophonie institutions to ensure that Canada’s Francophone community is fully reflected and represented.

Measures taken by the departments since 2004

DFAIT and Canadian Heritage officials interviewed during the follow-up were not aware of the “current review of Canadian participation in Francophonie institutions to ensure that Canada’s Francophone community is fully reflected and represented.”

Furthermore, DFAIT stated that the Canadian International Development Agency (CIDA) has just commissioned an independent evaluation of Canadian participation in the international Francophonie for the period from 2000 to 2005. According to the Department, the conclusions of this evaluation will be used to develop the 2006–2010 strategic framework of CIDA’s Francophonie program and assist the Government of Canada as it considers its participation in the Francophonie.

DFAIT stated that its Francophonie affairs division carried out consultations with its counterparts in various departments regarding Canada’s participation in the Francophonie. These consultations revealed a determined will to take every opportunity to promote Canada’s cultural diversity and encourage the participation of representatives from the Francophone and Acadian communities as much as possible.

DFAIT gave the following examples:

• In May 2006, it successfully promoted the holding of a major international conference in Saint-Boniface, Manitoba of foreign affairs ministers from all countries in the Francophonie on the theme of conflict prevention and human security. In preparation for this conference, the Department ensured that the Société franco-manitobaine was closely involved with and prominent in work on various aspects of the program.
  
  
• Representatives from provinces with large Francophone communities and representatives from major Francophone organizations were invited as special guests to join the Canadian delegation at the XI^e Sommet de la Francophonie, held in Bucharest in September 2006.
  
  
• As part of the cultural activities held in connection with the Bucharest Summit, the Department participated in the Bucarest francophone exhibit by contributing a booth that promoted the Government of Ontario’s on-line education and training tools. It arranged for the participation of BLOU, a very popular Acadian musical group from Nova Scotia, which put on two educational shows about Cajun music for students from the Lycée Anna de Noailles in Bucharest.

In its response to the draft follow-up study, Canadian Heritage provides a number of examples of the role it played at the Bucharest Summit of 2006 and the V^e Jeux de la Francophonie held in Niger in 2005. It adds that as part of the Québec City Francophonie Summit to be held in 2008, it will provide support to a number of activities promoting linguistic duality. Also, the Department is represented on the advisory committee for an evaluation of Canada’s participation in the Francophonie for the period extending from 2000 to 2005. This evaluation was requested by CIDA and its conclusions are expected before the Québec City Summit in 2008.

Recommendation 9a) (2004 study)

That, as part of the federal government’s cultural diversity agenda, Canadian Heritage, in co-operation with the Department of Foreign Affairs and other responsible departments and provincial governments, pursue the implementation of all outstanding resolutions and recommendations on cultural diversity within the Organization of American States since the 2001 Québec City Summit.

Measures taken by the departments since 2004

DFAIT stated that in order to implement the action plan approved by heads of state and governments at the Québec City Summit in April 2001, it hosted meetings of hemisphere experts in Vancouver in 2002 and in Halifax in 2003. These meetings demonstrated the value of a more permanent forum for dialogue within the hemisphere and the sharing of experiences and best practices in the promotion of cultural diversity.

Since then, three inter-American meetings of ministers of culture have been held in response to the action plan in an effort to discuss cultural diversity with a view to deepening hemispheric co-operation on this issue.

According to Canadian Heritage, working in close collaboration with Canada’s permanent mission to the OAS and the General Secretariat of the OAS, and working strategically with key OAS member states, has allowed progress on the goals from Québec City to be made to the point where, only five years later, the third inter-American meeting of ministers of culture was held in Montréal in November 2006. The Department added that since the Québec City Summit, cultural diversity has retained a place of importance in subsequent summit declarations and action plans, and Canadian Heritage has been a leader in this process.

Recommendation 9b) (2004 study)

That Canadian Heritage take the necessary steps by December 31, 2004, in collaboration with other member states of the OAS, to fully integrate linguistic diversity in the mandate of the Institute for Connectivity in the Americas. (ICA)

Measures taken by the Department since 2004

Canadian Heritage considers itself a champion of linguistic and cultural diversity in the OAS. It stated in its response that it works to more fully integrate linguistic diversity into the mandate of the ICA.

The Department provides examples of its contribution to the development of Cultural Information Systems (CIS) in the hemisphere, which, among other things, requires the need to take into account the linguistic diversity of member states. It states that the Canadian approach and cultural policy model to promote linguistic diversity has been advanced at various work sessions of CIS. However, in relation to the specific focus of the recommendation, the ICA, the Department simply states that Canada is not in a position to unilaterally change its mandate or activities directly, but will continue to work to ensure that it respect and promote linguistic diversity.

DFAIT responded that the background on the ICA and all menu items on the homepage of its Web site as well as the bulletins are available in French. Case studies and reports are summarized in French (full documents are mostly in Spanish, some are in English, and few are in Portuguese or French). A video clip entitled About ICA is labelled in French, but runs in English.

Recommendation 10 (2004 study)

That, by December 31, 2004, the Department of Foreign Affairs review the impact on Canada’s Francophone community of the English-only language policy of Asia-Pacific Economic Cooperation and the effectiveness of existing communication efforts.

Measures taken by the Department since 2004

In its response, the Department indicated that it is not aware of any complaints on the lack French in APEC, from either members of the public or the Canadian business community. It went on to say that clients are probably aware of the difficulties involved in obtaining documentation in French from an international group that uses English as its only language of business. These clients have noted the efforts the Department has made to provide as much material as possible in both of Canada’s official languages, for example through the departmental Web site.

In its response to the draft of this report, the Department provided new information, stating that it undertook a review to determine if any impact exists on Canada’s Francophone community and to evaluate the effectiveness of communications efforts. The results revealed that many efforts were deployed in providing key APEC material to the Francophone community via DFAIT’s Web site, in tracking Web site use, and in monitoring requests and complaints. The Department found that there was no need for concern.

Recommendation 11 (2004 study)

That, for each trade mission, the Department of Foreign Affairs remind participating departments and agencies of their responsibility to ensure that the linguistic rights of private sector participants are respected at all times.

Measures taken by the Department since 2004

In its response, DFAIT stated that it is continuing to promote the use of both official languages and is making an effort to provide services in English and French to all clients, whether or not they are from the private sector.

These efforts are aimed at all aspects of DFAIT services, including trade missions.

The Department added that all documentation, both printed and electronic, is available in English and French. DFAIT’s partners in the Virtual Trade Commissioner (Canadian Heritage, Agriculture and Agri-Food Canada, Export Development Canada and the Canadian Commercial Corporation) have agreed to provide all content published on the Web site in both official languages. (The Virtual Trade Commissioner is a DFAIT Web site that provides information, contacts and services to businesses and individuals interested in international trade.)

Recommendation 12 (2004 study)

That the Department of International Trade review, by December 31, 2004, its priorities to ensure they fully incorporate and reflect linguistic duality, and that it modify programs accordingly, including those related to trade missions.

Measures taken by the Department since 2004

In its response, DFAIT indicated that each mission continues to use an individual business plan. Missions base their business plans on three factors: business opportunities, Canadian interests and Canadian expertise.

The Department also responded to the statement made in the Office of the Commissioner’s 2004 study to the effect that Canadian official language minority communities were not among the population groups targeted by the TCS’s priorities. The Department stated that the three population groups (young Canadians, Aboriginals and women entrepreneurs) were an objective, not target groups. Designating these groups does not influence the business plan as such. The official language minority populations of Canada that fit the business plan of a particular mission (e.g., under the heading of business opportunities) could also be targeted.

The Department added that the TCS’s six core services are currently being reviewed. It was too early to determine the scope of the changes that were to be made to these services, but it was certain that the promotion and use of both official languages would be central to TCS activities.

The Department emphasized it is important to note that, since December 2004, it has been  divided into two departments and then reunified following two Orders-in-Council. As a result, activity planning has not received as much support during this period as it has in the past.

DFAIT states that the programs implemented to support linguistic duality in the missions extend beyond having all literature and correspondence produced in both official languages. For example, missions are staffed with fully bilingual Canada-based officers; meetings, seminars, conferences and forums are being conducted on a bilingual basis; and industry associations that deal with trade missions have access to an on-line service application in both official languages, which provides current information on business sectors and market trends.

The Department adds that: “The new Global Commerce Strategy, approved by the Cabinet and implemented by DFAIT, strives to encourage Canada’s two-way investment and to help Canadian businesses seize opportunities in the international marketplace. Within this framework exists the opportunity to incorporate the promotion of Canada’s linguistic duality internationally. For example, enhanced training will be offered to all trade commissioners, which will include official language training, if they require it. However, the promotion of market accessibility is in both communities.”