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Section II: Analysis of Program Activities by Strategic Outcome

Strategic Outcome

In pursuing its mandate, the National Film Board aims to achieve the following strategic outcome:

Canadian stories and perspectives are reflected in audiovisual media and accessible to Canadians and the world.

The NFB aims to achieve this strategic outcome through two main program activities: Audiovisual Production; Accessibility and audience engagement. The NFB will continue developing new formats and new types of narrative in the creation of digital works. The NFB provides ongoing support for the identification, and mentoring of talent and skills among emerging and experienced filmmakers from all parts of Canada and from a variety of cultural, Aboriginal and linguistic communities.

The NFB uses new technologies to facilitate and broaden access to its own and its partners’ works in both official languages for Canadians in all parts of Canada, while consolidating Canada’s presence in the digital environment through its world-renowned brand. To reach audiences, the NFB will increase its offerings on NFB.ca, and enrich them through syndication and by developing online products for the educational sector.

By producing relevant, bold and innovative audiovisual works, the NFB makes it possible for Canada to remain at the forefront of the cultural industry while providing Canadians with distinctive audiovisual content that contribute to a better understanding of our country.

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Program Activities by Strategic Outcome

Program Activity 1: Audiovisual Production

Human Resources (FTEs) and Planned Spending ($ thousands)
2011-2012		2012-2013		2013-2014
FTE	Planned spending	FTE	Planned spending	FTE	Planned spending
255	$42,753	255	$42,753	255	$42,753

 

Program Activity Expected Results	Performance Indicators	Targets
The NFB's audiovisual works are innovative and reflect a diversity of Canadian stories and perspectives.   Emerging and established Canadian filmmakers and media makers at the NFB represent Canada's diversity and have a voice in the audiovisual world.   Events of national historic and cultural significance promoting Canadian culture and values include NFB participation.	Percentage of Canadian public that perceives the NFB as an innovative, creative institution.	65% innovative by March 31, 2012 75% creative by March 31, 2012
	Percentage of completed audiovisual works by culturally, regionally and linguistically diverse filmmakers, Aboriginal filmmakers and people with disabilities.	50% by March 31, 2012
	Percentage of completed audiovisual works by emerging filmmakers (including talent-nurturing initiatives) Criteria for emerging: 1st, 2nd and 3rd film.	40% by March 31, 2012
	Number of emerging filmmakers who completed an NFB audiovisual work.	50 by March 31, 2012
	Numbers of participants in talent-nurturing initiatives.	250
	Number of productions for major national and international projects. (new indicator)	Target to be established by March 31, 2012

 

Planning Highlights

The NFB produces original, innovative audiovisual works that reflect the diverse perspectives of filmmakers and communities that make up this country. This program activity makes it possible to produce works that the private sector doesn’t, allowing creators to explore artistic and technological advances in form and content. It also promotes Canadian culture and values in events of national historic and cultural significance.

As a leader in the creation of innovative Canadian digital content, the NFB will produce in a series of interactive works in all its areas of interest, including Web documentaries, unique interactive experiences, and animated films. These productions will include the animated film Burquette, a coproduction with Cirrus, and Planet Zero, an interactive documentary and mobile application by director Kevin McMahon and interactive designer Pablo Vio. Some of the productions will be in Stereoscopic 3D format, including Marc Fafard’s feature documentary Les ailes de Johnny May and the experimental short film Lost Action, by directors Philip Szporer and Marlene Millar, made in cooperation with well-known choreographer and dancer Crystal Pite.

The NFB will produce a number of projects whose themes will illustrate various aspects of Canadian Aboriginal culture. These projects include Angry Inuk, a made-for-television production by emerging Inuit filmmakers Stacey Aglok Macdonald and Alethea Arnaquq-Baril, which will examine the importance of seals in Inuit communities. The emerging filmmakers program “Stories from Our Land,” established in cooperation with the Nunavut Film Development Corporation, will give creative artists from the North an opportunity to express their point of view and their cultures, in Inuktitut, through film and new media, to the people of their own communities.

To ensure that Canadians have access to this diversity of voices and content in both official languages and to promote Canadian culture and values, the NFB is dedicating resources and efforts in several high-profile projects. It will be participating in the new exhibition on Aboriginal people to be held at the Musée de la civilisation de Québec, in Quebec City, project developed in partnership with the Museum and UQAC. The NFB has also initiated a process of reflection on the presence of French-language in the digital age, and established an action plan to enhance the visibility of NFB’s French-language audiovisual heritage nationally and in Francophone communities. Among other initiatives, the plan comprises two interactive projects in 2011-2012: Parlez-vous encore français ?, developed in partnership with the University of Moncton with support from the Canada Interactive Fund, and Mondoc.ca, co-produced with partners from the Ontario health network, the Assemblée de la francophonie de l'Ontario and TFO.

On an ongoing basis, the NFB seeks out talented Canadian emerging and established artists and media-makers interested in experimenting with the creative application of digital technologies and interactivity as it relates to story, expression and community. To that end, two new filmmakers will be in residence at the NFB for two years, beginning in September 2011, to develop and produce their projects in a stimulating environment that emphasises creativity and innovation. In addition, well-known director Lea Pool will complete Pink Inc., a feature documentary tracing the history of breast cancer and the movements associated with it.

The NFB will continue seeking out new partnerships with public and private sector organizations in Canada and other countries. Partnerships include the Canadian Museum for Human Rights, a cooperation agreement between the NFB and Brazil (signed with the Brazilian Ministry of Culture’s Audiovisual Secretariat for an interactive multiplatform project) , and a partnership with Shorefast of Newfoundland, where the NFB is participating in a project to revitalise Fogo Island with the help of artists committed to training the next generation.

Benefits for Canadians

Through this program activity, the NFB seeks to foster the exploration of contemporary social issues, raise the awareness and understanding of Canadians and other nations about Canada, and help Canadians connect with one another.

The NFB serves Canadians by producing the rich and diverse cultural content that reflects Canada's rapidly shifting demographic profile and which cannot otherwise be easily produced. NFB works are a testament to Canada’s diverse voices and content in both official languages, as well as to the country’s creative investment in new technologies.

As Canadians’ media consumption migrates online, the NFB develops new formats and approaches to the storytelling of the future, ranging from digital creation and distribution to explorations in stereoscopic productions. It provides leadership in the creation of innovative digital content in both official languages and contributes to a dynamic and competitive digital media industry, and to the acquisition of a broad range of skills that will benefit all Canadians.

 

Program Activity 2: Accessibility and audience engagement

Program Activity 2: Accessibility and audience engagement

Human Resources (FTEs) and Planned spending ($ thousands)
2011-2012		2012-2013		2013-2014
FTE	Planned spending	FTE	Planned spending	FTE	Planned spending
140	$15,778	140	$15,778	140	$15,778

 

Program Activity Expected Results	Performance Indicators	Targets
Canadian and international audiences have access to and are engaged by Canadian culture and heritage.	Percentage of Canadian population who viewed an NFB production.	70% by March 31, 2012   A second baseline will be introduced by March 2012 for Canadian population who viewed an NFB production in the last 2 years.
	Total number of Canadian audience views by channel.	30 million by March 31, 2012
	Total number of International audience views by channel. (new indicator)	Online International target set by March 31, 2013 at 25% increase from 2010-11 totals (baseline). Offline/Traditional channels: framework and baseline to set by March 2011 , with targets by March 2012
	Total number of views by level of engagement. (new indicator)	Framework and baseline established by March 31, 2012 Targets met by March 31, 2013

 

Planning Highlights

Conservation and preservation

NFB productions, regardless of the work’s original source, are preserved and digitized in order to ensure their permanence and their accessibility to Canadians and the world, now and in future generations. This activity reduces the risks of technological obsolescence, minimizes the effects of time on the media on which works are recorded, and guarantees the physical security of works. Preservation and conservation require suitable tools and systems for identification, management, archiving and restoration. As Canadians’ media consumption migrates on-line, it is imperative that high quality innovative Canadian content is available to them. Without a concerted conservation and preservation activity, this cultural heritage is at risk of loss.

The NFB will implement a conservation plan for its audiovisual assets. The plan consists in relocating at least one first-generation source of every single work to a different geographical site. In 2011-2012, the NFB will relocate some 64% of its audiovisual assets, and complete the implementation of its digitization and digital archiving plan. Once that is done, it will be able to generate, on demand, a digital source master (DSM), a digital master (DM) and a mezzanine file for each of its works. The NFB also plans to provide a simplified and more efficient version of its digital archiving system.

In addition, the NFB plans to automate a number of workflows to increase the number of digitized works for which a DSM is created. The goal is to make an DSM for every work in our collection within four years. In the same vein, continuing to implement the NFB’s digitization plan will make it possible to meet a variety of accessibility needs, and to seize emerging business opportunities more effectively. The organization will also deploy a digital media asset management (MAM) system in 2011-2012, making it easier to manage our digital assets more effectively, and facilitating reuse to meet the accessibility needs of Canadians.

Consumer access and engagement

This sub-activity delivers Canadian audiovisual works to Canadian and international consumers. It exists to allow individual consumers to access and engage with Canadian cultural products that reflect our history and values and that interpret Canada to Canadians and to other nations. In so doing, national and international consumers share in a dynamic Canadian culture and heritage. Delivery mechanisms include the distribution, marketing and commercialization of audiovisual works via a diverse catalogue, the development of diversified markets and channels, i.e.: theatrical, television and Internet/mobile and hard goods in Canada and abroad.

In the coming year, the NFB plans to increase the number of audiovisual works available in its NFB.ca online screening room. Productions on a variety of digital platforms–including an even broader range of smartphones– will increase to 2,300⁷. The screening room will also have new paying download functionalities. At less cost than the purchase of a DVD, consumers in Canada and other countries will be able to download a digital copy of an NFB work, and view it on the platform of their choice. In addition to increasing the dissemination and accessibility of its works while generating additional revenue for its activities, the NFB will increase the number of agreements with content aggregators, particularly organizations such as Rogers, MSN, Daily Motion and Hulu.

These efforts to increase the accessibility of NFB works will go hand-in-hand with initiatives designed to improve the organization’s engagement with client groups. The NFB will implement a strategy to measure and increase consumer loyalty. The strategy will also cover institutional and international clients as well as the consumer market. The goal is to increase the number of online viewings, as well as Internet visitors’ engagement with the NFB’s interactive productions.

Lastly, the NFB will prepare a DVD box set on the Inuit nation, in addition to creating a dedicated website that will bring together all works with Inuit themes or made by Inuit filmmakers. The project, which will bring together a large number of local stakeholders, is intended to help Canadians from the south gain a better understanding of the Inuit. The NFB would also like to distribute the box set to every Inuit household in Canada, as well as to numerous schools throughout the country.

Educational and institutional access and engagement

This sub-activity enables Canadian and international educational and institutional groups to provide Canadian cultural products and their inherent values to their members and students. It supports the distribution and the use of Canadian audiovisual works and content, which include educational workshops and pedagogical activities to Canadian and international educational and institutional audiences. NFB productions and content must be widely accessible, promoted and distributed to Canadian and international Educational markets (teachers, schools, school boards, colleges, universities and ministries of education) , as well as Institutional markets (public libraries, social and health services, community and cultural associations and businesses) to engage Canadian youth and to support their educational activities. Delivery mechanisms include the distribution, marketing and commercialization of audiovisual works via a diverse catalogue, the development of diversified channels, i.e.: Internet, mobile and hard goods in Canada and abroad.

In the next fiscal year, the NFB will increase the number of works available exclusively in the online screening room for schools. Over 450 new titles tied into the school curriculum will be available to subscribers. The titles will be accompanied by a broad range of associated content, such as lesson plans, suggestions for in-class activities, and educational workshops for students and teachers. At the same time, subscribers will be able to use new download functionalities on NFB.ca.

To round off the range of educational workshops offered at Toronto’s Mediatheque and Montréal’s CineRobotheque, the NFB will develop and launch a series of online workshops that will demystify digital media for Canadian youth. By moving its workshops to an online platform, the NFB will be able to reach many more participants across Canada.

National and international industry outreach

Through this sub-activity, the NFB enables the Canadian and international audiovisual industry to participate in the promotion of Canadian culture and heritage via private and public sector partnership.

These partnerships facilitate the exchange of knowledge and creativity, and encourage cooperation with major Canadian and international festivals and markets, including MIPTV, MIPCOM, the Banff Television Festival, Hot Docs, Les Rencontres internationales du documentaire de Montréal, CMPA Primetime and Sunny Side of the Doc. They also foster participation in discussions, round tables, competitions and award ceremonies.

During 2011-2012, the NFB will organize a variety of outreach events to exchange with key stakeholders in the Canadian and international film and television industries.

On the international stage, the NFB will take part in the 2011 editions of MIPTV and MIPCOM, held in Cannes each year. These trade shows give the NFB an opportunity to interact with various stakeholders in the international industry, including producers, distributors and buyers. Both events increasingly highlight digital media productions and forms of digital access, particularly through the Internet.

Activities also include the marketing and promotion of NFB audiovisual works and thematic compilations in major national and international festivals/markets as well as events of significance (such as Oscars nominations, World Expositions, Quebec City's 400^th anniversary), and the marketing and promotion of retrospectives of the NFB and its notable filmmakers. The year 2012 is an important milestone for the NFB, because it marks the 100^th anniversary of the birth of Norman McLaren, a defining figure in animated film in Canada and throughout the world. At present, the NFB is engaged in talks with a number of partners to organize a retrospective of Norman McLaren’s works, and of his pioneering career in animated film.

The NFB would also like to work with the Annecy International Animation Film Festival to arrange a 3D program that would recognize the NFB’s contribution and expertise in the field, and present the NFB’s most recent works.

Lastly, through our cooperation agreement with Brazil, we and our Brazilian partners would like to organize a series of workshops and seminars on the works of documentary filmmaker Pierre Perrault.

Benefits for Canadians

By facilitating access to its works and engagement with its audiences, the NFB contributes actively to provide Canadians with high-quality Canadian cultural content. The large-scale distribution of NFB works contributes to learning, stimulates social dialogue, and fosters a vibrant civil society. It also increases the NFB’s recognition and visibility in Canada and abroad.

With its unprecedented migration to new technologies, the NFB contributes actively to defining a digital economy for Canada, and thus supports the Canadian government’s priorities in this area. For example, the NFB’s conservation and preservation efforts are at the leading edge of technological advances in the field, and are recognized as such by major industry stakeholders. And ongoing implementation of the digitization and digital archiving plan will serve as a cornerstone for the NFB’s accessibility activities.

The digital revolution provides a wealth of opportunities for the NFB to serve Canadians by making its rich collection and ongoing productions available when and where Canadians want to see them, on the platform of their choice. The NFB’s online viewing space at NFB.ca with its new integrated transactional functionalities is an excellent example of the NFB’s expertise, while its popularity shows clearly how well it has been accepted by users in Canada and the rest of the world.

The digital shift gives the NFB an unprecedented opportunity to connect with young Canadians. Eager users of new mobile technologies, Canadian youth is looking for innovative and stimulating content. The NFB can meet that need by delivering stories that are relevant to them, in both official languages. This program activity also allows the NFB to renew its content offerings for students and schools. Over the next year, Canadian students will be able to access some of the content in a rich and fully digital learning environment, wherever and whenever they choose.

 

Program Activity: Internal services

Program Activity: Internal services

Human Resources (FTEs) and Planned Spending ($ thousands)
2011-2012		2012-2013		2013-2014
FTE	Planned spending	FTE	Planned spending	FTE	Planned spending
50	$8,251	50	$8,251	50	$8,251

 

Planning Highlights

Organizational renewal is a priority of the NFB’s Strategic Plan. The NFB needs to be flexible, efficient and forward-thinking if it is to rise to the many technological challenges ahead, and seize the opportunities that the digital economy offers.

In 2011-2012 the NFB will continue consolidating its new structure and establish integrated work teams to facilitate workflows throughout the organization. As it did last year, the Operations Committee will contribute to more effective horizontal management in NFB operations. In the next fiscal year, it will play a more important role in the application of government policy, accountability and reporting. It will also act as an advisory committee for a number of large-scale projects, such as the implementation of a media asset management. All its priorities are aimed at improving operations, and maximizing the use of the NFB’s Parliamentary appropriation.

The technological challenges facing the NFB require its human resources to have leading-edge skills and expertise. The NFB recognizes that training, in addition to meeting operational needs, contributes to the development and advancement of its employees. In fiscal 2011-2012, the NFB will continue to focus on training in new production and accessibility technologies, particularly for 3D projects. To that end, the NFB will prepare an integrated training plan for all its divisions, thereby maximizing resources and reducing potential duplication.

In 2010-2011, the NFB completed the operational and technical plan to move the Montreal office to a more central location that will better reflect the NFB’s innovative and creative nature. In cooperation with Canadian Heritage and PWGSC, the NFB presented its relocation project to a number of senior officials with central agencies and this process will continue during the next year.

FINANCIAL MANAGEMENT

In response to the cost control measures in the 2010-2011 Budget, the NFB has established effective control and monitoring mechanisms to comply with government requirements. IT will implement applicable government financial policies, and ensure that the new requirements are integrated into the NFB’s complete cycle of financial operations.

MANAGEMENT ACCOUNTABILITY FRAMEWORK

In the fall of 2010, the NFB underwent Round VIII of the Management Accountability Framework. That exercise, in which the organization reviewed its management activities, provided a unique opportunity for us to validate our methods and processes. Once the results of the review are in, the NFB will take the measures needed to implement the suggested improvements.

INVESTMENT AND PROJECT MANAGEMENT POLICIES

In 2011-2012, the NFB plans to establish new investment planning and project management policies. It has implemented the framework to comply with the new policies, and will now develop an investment program aligned with its capitalization plan.

Benefits for Canadians

The Internal Services program activity provides efficient and effective support for production and accessibility programs. It contributes to sound corporate governance and management of the NFB’s strategic and operational activities. Moreover, it establishes the support and monitoring tools needed to ensure that Canadians benefit fully from the advantages NFB activities have to offer.

In complying with Canadian government requirements for the sound management of public funds, the NFB plays a role in making more effective use of the resources it is allocated, and contributes to public-sector leadership in the areas of accountability, transparency and efficiency.

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