Is Canadian Radio Moving To 40% Cancon Voluntarily?

If Rawlco Radio is any example, it may not require any additional governmental regulation to increase Canadian Content from 35% to 40%:

The company that operates Z99, Jack FM and CJME in Regina, as well as C95, Rock 102 and CKOM in Saskatoon, is making investments in Saskatchewan talent that had previously been unheard of within the province's radio landscape. By now, you may have heard of the wildly successful 10K20 program, which has already contributed a total of $290,000 to 29 Saskatchewan-based artists and musicians ($10,000 each) for recording and furthering the careers of the province's budding music stars. In response to the program's success, Rawlco's seven FM stations throughout the province are now playing 40-per-cent Canadian content. That's five-per-cent higher than CRTC regulations, which call for 35 per cent of a radio's playlist to qualify as "Can-Con."

A&O is delighted present broadcast sessions at 12:45 pm Saturday and 2:15 pm Sunday at this weekend's CCMA Convention in Saint John, and you better believe this topic will come up.