Canadian Media Producers Association partners with RTA Media on the future of the media industry

Understanding the critical importance of including new voices in ongoing discussions about the future of the broadcast industry in Canada, The Creative School and Canadian Media Producers Association (external link, opens in new window)  (CMPA) collaborated on a video which gleaned fresh insights and perspectives from the next generation of media industry professionals. The reel premiered at the Prime Time 2022 Conference (external link, opens in new window) . This annual event, which took place this year from February 2 to 11, is Canada’s preeminent meeting place for leaders and trendsetters in media production, broadcasting, TV, and feature film.

Led by Dr. Irene Berkowitz, MA Instructor in the RTA School of Media and Senior Policy Fellow in the Audience Lab (opens in new window)  at The Creative School in partnership with CMPA CEO Reynolds Mastin and CMPA VP of Communications and Marketing Andrew Addision.

The project was greenlit by Dean Charles Falzon who was the founding Chair  of the CMPA (previously known as the CFTPA - Canadian Film and Television Producers' Association).

“We are thrilled by the enthusiastic response,” says Berkowitz. “Across The Creative School, students are informed, invested and passionate about the future of Canada’s media industry: their future. CMPA agreed wholeheartedly, making this groundbreaking collaboration a delight, start to finish.”

The project’s creative and technical team included Ryerson University Associate Professor and Graduate Program Director of Media Production James Nadler, fourth-year RTA Media Production student Miku Sakamoto, and CMPA’s Andrew Addison, Ferne Cohen and Carrie Habert.

What started as a "blizzard weekend video" contest that sought student video submissions responding to three critical questions developed in consultation with CMPA on the future of the media industry, turned into an enthusiastic response across The Creative School from undergraduates and graduates, and across programs including RTA Media Production and New Media, Creative Industries, Image Arts, and the Masters of Media Production MA. The videos were so compelling that CMPA's initial request for six video clips turned (with CMPA's endorsement) into a montage featuring 18 students from The Creative School.   

“The brilliant student engagement in this initiative is not so surprising,” says Charles Falzon, Dean of The Creative School. “Innovation, creativity and novel thinking are what propel our students into the industry leadership roles of tomorrow. Their fresh perspectives and insights will inform the way the media production sector will look like in these ever-changing times. I want to thank the CMPA for this exceptional partnership with the RTA School of Media. This organization has evolved incredibly since its founding to meet the needs of leaders and influencers in media production, broadcasting, TV, and feature film.”

From the 18 students, six contributors were selected  to meet with industry professionals in the student's chosen area of professional interest after the Conference .  "It was incredibly hard to choose between them," notes James Nadler. "They all had something cogent and perceptive to say."

CMPA’s Prime Time Conference 2022 featured an expanded suite of online programming, virtual networking and access opportunities, as well as in-person events across Canada, with top thought-leaders and decision-makers hosting discussions and debate on big ideas and bold predictions about what lies ahead for the media production sector, beyond the pandemic.

The Creative School at Ryerson University

The Creative School is a dynamic faculty that is making a difference in new, unexplored ways. Made up of Canada’s top professional schools and transdisciplinary hubs in media, communication, design and cultural industries, The Creative School offers students an unparalleled global experience in the heart of downtown Toronto.