cont`d - Ethnic Channels Group

Transcription

Ethnic Channels Group Limited
Application for a new
Commercial Ethnic Radio Service
to Serve Surrey BC
Broadcasting Notice of Consultation (CRTC 2015-288)
17 September 2015
Table of Contents A) EXECUTIVE SUMARY B) INTRODUCTION 3 C) ABOUT ECGL 8 7
D) ABOUT SURREY 10 E) SURREY’S ECONOMY 15 F) STRONG DEMAND FOR ECGL’S PROPOSED ETHNIC RADIO SERVICE 17 G) ECGL’S ETHNIC COMMERCIAL FM RADIO PROPOSAL 18 H) DIGITAL MEDIA PLATFORMS 23
I) CANADIAN CONTENT DEVELOPMENT -‐ CCD 24 J) MARKET IMPACT OF ECGL’S PROPOSED ETHNIC COMMERCIAL FM RADIO STATION 28 K) PROPOSED FREQUENCY 29 L) PROPOSAL WILL MEET KEY OBJECTIVES BROADCASTING ACT 29 M) CONCLUSION 30 2 A. Executive Summary i)
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Ethnic Channels Group Limited (ECGL) is very pleased to file an application for a new Ethnic commercial FM radio station for Surrey, B.C. in response to Broadcasting Notice of Consultation 2015-‐288. We propose to use frequency 89.3 MHz, with an effective radiated power of 1,000 watts. ECGL is a leading multicultural broadcaster in Canada with extensive experience in: • Third-‐language broadcasting; • Serving South Asian communities; and • Offering high quality third-‐language content that reflects numerous ethnic groups. Surrey is one of the fastest growing cities in Canada, and one of the most ethnically diverse (Surrey is the third most diverse city in our country). There are currently over 500,000 individuals residing in Surrey, and more than 50% of residents are visible minorities. The largest cultural group in Surrey consists of the South Asian community. There is a strong interest and demand for a new Ethnic commercial FM radio station for Surrey, B.C. This is supported in particular by the consumer survey prepared by Goldfarb Intelligence Marketing for ECGL. Both third-‐language and English-‐language speakers are interested in a new ethnic station for Surrey. 97% of Punjabi speakers are likely to listen to a new ethnic radio station in Surrey. And, 71% of English-‐language speakers are likely to listen to a new radio station that offers programming about Surrey’s vibrant communities. There is also considerable interest in a new ethnic radio station in Surrey among advertising buyers. This is also supported by the commercial study prepared for ECGL by Goldfarb Intelligence Marketing. 3 vi)
The Surrey economy is thriving and diversified, and can very much sustain a new Ethnic commercial FM radio station. There is extensive development underway, the city is viewed as a great place to invest, and British Columbia’s Finance Minister continues to expect growth in Surrey. Our proposed Ethnic commercial FM radio station will offer a wide range of local content that will inform, entertain, educate and empower ethnic communities in Surrey. The programming will include a mix of local news and information, community highlights, arts and entertainment news, traditional and contemporary music, sports, international news, as well as weather and traffic updates. Our service will also include programs that discuss important issues to the local community such as health and wellbeing, immigration, services for settling into the community, business news and information, finances and crime prevention. vii)
viii)
Approval of ECGL’s application will result in the first Ethnic commercial FM station for Surrey. It will also allow ECGL to bring its extensive expertise in multicultural and third-‐language broadcasting to the citizens of Surrey. If approved, ECGL’s proposed radio station will bring a number of important tangible and intangible benefits to the citizens of Surrey, to Canadian multicultural musical artists and to the Canadian broadcasting system as a whole. These benefits include: ix)
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The addition of a new editorial voice to the Surrey media landscape from a highly experienced Canadian ethnic broadcaster. •
Extensive local programming with a minimum of 116 hours per broadcast week. •
High quality Canadian programming available in at least 12 different third-‐
languages per broadcast week. •
Meaningful ethnic programming directed to a minimum of 12 different ethnic groups per broadcast week. •
The ethnic groups to be served: Punjabi, Hindi, Filipino, Chinese, Spanish, Korean, Vietnamese, German, Russian, Arabic, Polish and Italian. 4 •
Strong support for Canadian artistic talent with a commitment to ensure that at least 10% of the Content Category 3 (Special Interest Music) music played during the ethnic programming periods will consist of Canadian musical selections. •
Strong support for emerging Canadian artists, with at least 25% of the Canadian selections drawn from Content Category 3 (Special Interest Music) and 10% of Canadian selections drawn from Content Category 2 (Popular Music) consisting of recordings by emerging Canadian artists. •
A comprehensive Canadian Content Development (CCD) package of $560,000 over seven years that will provide important support for new and emerging multicultural artists, as well as the Canadian broadcasting system as a whole. •
Our CCD package will provide support for music training for young students through to the emergence of musical talent. Our CCD initiatives will support: §
Music programs in Surrey schools in financial need: $50,000. §
Post-‐secondary music scholarships for members of the four designated groups (women, visible minorities, Aboriginal Peoples and persons with disabilities): $50,000. §
A talent contest for multicultural musical artists (the winner will receive CD production, vocal training, concert tour and social media/web design support): $360,000. §
The Surrey Fusion Festival: $50,000. §
FACTOR: $50,000. §
Total over-‐and-‐above CCD: $560,000 over seven-‐year period. •
Support for Aboriginal artists on our radio station to help build awareness and respect for Aboriginal Peoples, particularly First Nations with traditional territories in the Lower Mainland. •
A new radio platform to reflect the cultural mosaic of Surrey, B.C.’s diverse ethnic communities. •
A strong commitment to leading edge technology – including on-‐line and digital technology – to serve Surrey’s ethnic communities. 5 x)
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With over sixty third-‐language ethnic television services in its media portfolio, ECGL is ready to meet the responsibility of providing a high quality and popular ethnic radio programming undertaking in Surrey. The time is right for a new Ethnic commercial FM radio station in Surrey, B.C. Given the quality of our application, the strong demand for a new local ethnic service and the minimal impact that our proposal will have on the Surrey market, we urge the Commission to approve our FM application. 6 B. Introduction 1. Ethnic Channels Group Limited (ECGL) is very pleased to file this application for a new Ethnic commercial FM radio programming undertaking to serve Surrey, British Columbia. We are filing this application in response to the Commission’s call for applications set out in Broadcasting Notice of Consultation 2015-‐288. We propose to use frequency 89.3 MHz, with an effective radiated power (ERP) of 1,000 watts. 2. ECGL is a premier ethnic broadcaster that has proudly served ethnic communities across Canada – and across the globe – for over a decade. We are very excited about the opportunity to expand into the area of ethnic radio in Surrey, B.C. This city is one of the fastest growing in Canada and among our country’s most ethnically diverse, with more than 50% of its citizens representing a wide range of ethno-‐cultural groups.1 3. The Commission licensed the first-‐ever English-‐language radio station dedicated to serving Surrey, B.C. in August 2014.2 That station is poised to launch in the coming weeks. There are, however, no ethnic radio stations currently licensed with the sole purpose of servicing Surrey’s ethno-‐cultural communities. While there is a number of ethnic radio stations licensed to serve the Vancouver Metropolitan area, these stations serve the greater Vancouver area. 4. Given the size, level of growth and diversity of the Surrey market, it is our respectful view that a new Ethnic commercial FM radio station in Surrey would be appropriate at this time. Indeed, this dynamic, fast-‐growing and vibrant community would be very well served by a new Ethnic commercial FM radio station specifically licensed to reflect the needs, interests and aspirations of its ethnic communities. ECGL also notes that the Commission indicated in the Broadcasting Notice of Consultation CRTC 2015-‐288 that its preliminary view is that the Vancouver market would best be served by proposals targeting the ethnic communities. 5. Local radio continues to play an important role in the lives of Canadians. Indeed, local radio continues to inform, entertain, delight and engage Canadian citizens. After more than a decade of offering a wide range of ethnic television services to Canadians, ECGL’s strategy to expand into ethnic radio is a natural, organic and important progression for our multi-‐media company. We are proud to be able to submit this proposal, and ready to meet the responsibility of providing high-‐quality and popular ethnic radio programming in Surrey. 1 Statistics Canada, 2011 Census, Census subdivision of Surrey, CY – British Columbia. 2
Broadcasting Decision CRTC 2014-‐412. 7 C. About ECGL Ø ECGL’s Television Services 6. ECGL is a leading ethnic broadcaster in Canada that has focused on serving Canada’s ethnic communities since its inception. We began operating in 2004 with four Category 2 (now Category B) television services in Russian, Tagalog, Vietnamese and Arabic. Today, ECGL owns, operates or represents over 80 ethnic and third-‐language television services that currently provide high quality programming in over 20 different languages including: Arabic, Croatian, Farsi, German, Greek, Hebrew, Hindi, Macedonian, Mandarin, Pakistani, Polish, Portuguese, Punjabi, Russian, Serbian, Spanish, Tagalog, Tamil, Ukrainian, Urdu and Vietnamese. 7. ECGL’s television services also provide a vast array of content including news, information, sports, political commentary, debates, interviews, feature films, documentaries, dramas, lifestyle programming, music, music videos and educational programming. Attached at Appendix 1 is a table that sets out the list of ECGL’s Canadian television programming services (exempt and licensed Category B services). 8. ECGL has also partnered with Canada’s large and small broadcasting distribution undertakings (BDUs) – across Canada – to bring our diverse ethnic programming services to Canadians. Our BDU partners include Bell Fibe, Shaw Direct, Shaw Cable, Rogers, Telus, Sasktel, Cogeco, Vidéotron, MTS, Atop, Zazeen TV and Eastlink. Ø The Company’s Background 9. Slava Levin is one of the cofounders and CEO of ECGL, and is a first generation immigrant to Canada. Slava and his family immigrated to Canada in the mid-‐1970s. Over the years, he has experienced firsthand the important role media services play in the lives of Canada’s ethnic and immigrant communities. As a young adult, Mr. Levin observed the limited number of third-‐language media options available for new Canadians, including his parents. He saw an important cultural opportunity to expand media offerings for Canada’s ethno-‐cultural communities. 10. Over the last decade, ECGL, Mr. Levin and his business partners have seen the indispensible role of ethnic media services for immigrant and ethnic communities. They have seen the cultural bridges ethnic media services create between old and new countries. 8 They have seen how ethnic services have helped new Canadians integrate into Canadian society, while maintaining their cultural heritage. They have also seen how ethnic media services have created a greater understanding and tolerance of minority communities within Canadian society. Ø ECGL High Tech-‐Company 11. ECGL is also a communications company that strives to remain at the cutting edge of technological developments. In addition to our extensive ethnic television portfolio, ECGL is one of the first companies in Canada to use IPTV technology – commonly known as OTT. In 2007, we launched NextTV, an IPTV service that distributes various packages of international ethnic programming services and content to consumers in Canada, the U.S. and Australia via broadband technology. 12. Our expertise with IPTV technology also provided ECGL with the opportunity to develop and create IPTV platforms for some of the world’s leading international ethnic broadcasters, including Zee TV, the world’s largest South Asian broadcaster based in India. This deep understanding of communications technology will serve ECGL well in developing new and innovative ways for our new radio station to reach and engage with our audiences in Surrey, British Columbia. Ø Ethnic Representation on and off the Screen 13. As a leading independent ethnic broadcaster, ECGL is highly committed to Canada’s ethnic communities. This is shown through our representation of Canada’s diversity on and off the air. To that end, ECGL’s television services offer tens of thousands of hours of ethnic and third-‐language content annually that reflect the breadth of Canada’s diversity. Behind the scenes, ECGL employs approximately 70 individuals, the vast majority of whom are first generation immigrants from such countries as India, Russia, the Philippines, the Ukraine, Bulgaria, Italy, Israel, Romania, Poland, Serbia and Guatemala. 14. ECGL is very excited about launching our first ethnic radio station in Surrey. This is a growing, diverse, multicultural and multilingual city. It has grown exponentially over the last decade and a half, and is expected to continue to grow dramatically in the years ahead. ECGL is excited by the opportunity to bring its expertise to Surrey, B.C. to help build one of Canada’s leading multicultural and metropolitan centers 9 D. About Surrey 15. Surrey is a beautiful, dynamic and diverse Canadian city. It is the second largest city in B.C. in terms of population, and the 12th largest in Canada. Surrey has also become one of the fastest growing cities in our country and one of the most ethnically diverse. Indeed, over the last thirty years, Surrey has seen a significant growth in its population. Source: Statistics Canada 2011 Census 16. Statistics Canada’s 2011 Census data shows that Surrey’s population grew by nearly 20% since the 2006 Census. This is due in large part to the arrival of new Canadians. To that end, of the immigrants living in Surrey in 2011, 34,875 (or 20%) immigrated to Canada between 2006 and 2011. It should also be noted that Surrey had the second largest number of recent immigrants in B.C., with 23% of recent immigrants. 17. Moreover, 40% of Surrey’s residents were born outside of Canada. The vast majority of these residents were born in India, the Philippines, China, the UK, Fiji, Korea, Taiwan, Vietnam, Pakistan and the United States.3 3
Statistics Canada, 2011 Census. 10 18. The City of Surrey estimates that there are just over 500,000 people currently residing in Surrey, and that it welcomes about 10,000 new residents each year. It is expected that by 2030, Surrey’s population will surpass that of Vancouver! The following table shows the population projections for Surrey, prepared by the City of Surrey to 2046. Table 1: Surrey, BC -‐ Population Projections 2015 -‐ 2046 Year Surrey Total 2015 514,390 2016 521,130 2021 558, 350 2026 608,706 2031 673,070 2036 736,030 2041 784,110 2046 812,200 Source: Statistics Canada 2011 Census 19. While Surrey forms part of the Vancouver Metropolitan area, Surrey is a distinct city with its own city council and mayor, its own school district (the largest in B.C.), as well as its own post-‐ secondary schools and health and rescue services. Surrey also has one of the largest RCMP detachments in Canada, four federal ridings and eight provincial ridings. 20. This beautiful and lush city also enjoys extensive green spaces (some 600 parks and greenbelt areas), picturesque beaches, leading major performing arts venues, numerous art galleries and museums, a strong agricultural industry, as well as a growing business community. Indeed, Surrey has become a highly desirable place to live, learn, work and raise a family. 11 Ø Surrey’s Ethnic Communities 21. Surrey, with its diverse communities, is an incredible Canadian success story and reflective of Canada’s strong immigration policy. The following table shows the breakdown of the population of Surrey in private households by visible minority: Table 2 : Surrey, BC -‐ Visible Minority Population Total Population in private household by visible minority 463,340 Total visible minority population 243,760 South Asian 142,445 Chinese 28,480 Black 6,150 Filipino 26,480 Latin American 5,340 Arab 3,265 Southeast Asian 13,080 West Asian 2,350 Korean 8,385 Japanese 2,405 Visible minority, n.i.e 1,090 Multiple visible minority 4,295 Not a visible minority 219,580 Source: Statistics Canada 2011 Census 12 22. We have also attached at Appendix 2 a recent study prepared by the Surrey Cares Community Foundation (September 2014), which sets out details about the diverse communities in Surrey. A community with such extensive cultural diversity would most certainly benefit from its own Ethnic commercial FM radio station fully dedicated to serving the multicultural mosaic of its citizens. Ø Third-‐language Communities in Surrey 23. The presence of third-‐language or non-‐official languages in Surrey is also rich and diverse. According to the 2011 Census, 44% of Surrey’s population reported a mother tongue other than English or French. The following table shows the breakdown of languages spoken in Surrey based on Statistics Canada’s 2011 Census. Table 3: Surrey, BC -‐ Breakdown of Languages English 255,365 Punjabi 99,090 Tagalog 16,045 Hindi 13,770 Mandarin 10,325 Chinese n.o.s 8,090 Korean 8,000 Vietnamese 6,485 Spanish 6,295 German 5,210 Urdu 4,990 French 4,650 Cantonese 4,130 Arabic 3,235 Polish 2,850 Persian (Farsi) 2,175 13 Dutch Italian Portuguese Russian 1,855 1,495 1,445 1,430 Gujarati 1,380 Hungarian 1,060 Japanese 1,040 Ukrainian 970 Bisayan Languages 845 Croatian 765 Taiwanese 755 Ilocano 700 Khmer (Cambodian) 645 Lao 625 Source: Statistics Canada 2011 Census 24. As the table above shows, the most frequently reported non-‐official languages spoken in the home in Surrey include Punjabi, Hindi, Tagalog, Mandarin, Spanish, Korean, Vietnamese, Urdu and German. Ø Age Distribution in Surrey 25. Surrey is often referred to as a City of families, with the population leaning towards younger demographics. Statistics Canada’s 2011 Census shows that 19% of Surrey’s population is 0 to 14 years of age, while the national percentage is 16.7%. There are also approximately 100,000 school age children and youth residing in Surrey, B.C. 26. Statistics Canada’s 2011 Census data also shows that 68.5% of Surrey’s population is between the working ages of 15 to 64, while the national percentage is 69%. Stats Can also showed that the percentage of Surrey’s population aged 65 and over was 12%, compared with the national percentage of 14.8%. 14 E. Surrey’s Economy 27. Surrey has a thriving and diversified economy that can very much sustain a new Ethnic commercial FM radio station. This fast-‐growing and culturally diverse city offers a wide range of domestic and international business opportunities. 28. According to the City of Surrey: “Surrey is undergoing rapid development. Residential, commercial, industrial, and institutional development has accompanied significant population and employment growth. In each of the last five years [2009 to 2014] development has exceeded $1 billion. Nearly seven million square feet of commercial and industrial floor space was added during that time. In the same period, there were almost 18,000 housing starts.”4 [Emphasis added] 29. Surrey also has more than 18,000 businesses in various sectors and has commercial activity in a wide range of industries including: Clean Energy, Finance, Insurance and Real Estate, High Technology, Advanced Manufacturing, Education, Health, Agriculture and Arts. The Real Estate Investment Network has named Surrey the best place in B.C. to invest.5 30. Moreover, earlier this year, the Chief Economist for BMO, Douglas Porter, addressed the Surrey Board of Trade and indicated that, “Surrey has a lot of things going well for it right now, with its population increase, location close to the border and affordability in terms of real estate.” Mr. Porter and his BMO team also forecasted a 2.6% real gross domestic product (GDP) growth rate for B.C. in 2015, with 2.4% expected in 2016. They expect B.C.’s GDP to surpass Ontario’s in 2015, which is expected to be 2.5%.6 31. The city of Surrey is also committed to building and developing this beautiful city into B.C.’s next metropolitan center. It has adopted its “Build Surrey” program, which focuses on building infrastructure and community facilities, strengthening police and fire coverage, and enhancing residential and commercial development to help make Surrey an even more exciting and engaging place to live – and work. Surrey expects to complete these extensive improvement projects within the next six years.7 4
City of Surrey website www.surrey.ca, accessed September 7, 2015. 5
City of Surrey website www.surrey.ca, accessed September 7, 2015. 6
Business Vancouver, 6 Feb. 2015. 7
City of Surrey website www.surrey.ca, accessed September 7, 2015. 15 32. Surrey is also part of the Vancouver CMA, which is expected to see its economy expand by an average of 3.1% per year (compound annual growth rate) between 2013 and 2018.8 This rate is expected to outpace that of B.C. and of Canada. The Conference Board of Canada has projected that retail sales in Vancouver will grow by approximately 4.6% per year over the next four years. It also projects that Vancouver’s unemployment rate will fall to 5% by 2018, which is down from 6.7% in 2013.9 33. Vancouver’s real estate market also continues to thrive: the Real Estate Board of Greater Vancouver recently reported that residential property sales in August were up more than 20% over August 2014. Prices are also higher than ever, with a 12% increase in the typical price ($708,500) from the previous year.10 34. Although the Canadian economy has seen some challenges in 2015, British Columbia has fared reasonably well. British Columbia’s Finance Minister Michael de Jong is continuing to forecast a third consecutive budget surplus for British Columbia in 2015-‐2016.11 And, the Chief Economist for Central 1 Credit Union in B.C., Helmut Pastrick, has indicated that B.C. and central Canada are likely not in a recession. Mr. Pastrick sees continued growth in southern B.C., including the Lower Mainland, Vancouver Island and the Okanagan. He stated recently: “Our forecast for the B.C. economy is that we will see growth this year...”12 Ø The Surrey Media landscape 35. There is a range of media broadcasting services currently available in Surrey, B.C. Most of these services, however, are licensed to serve the Vancouver Metropolitan area. Indeed, there are some twenty radio stations currently licensed to serve Vancouver. None of these stations, however, are specifically licensed to serve the ethno-‐cultural communities on a regular and constant basis throughout the broadcast week. 36. The first radio station licensed specifically for Surrey was approved by the Commission last year in Broadcasting Decision 2014-‐412. It is expected that South Fraser Broadcasting Inc. will launch the new English-‐language Surrey radio station in the coming weeks or months. 8
Broadcasting Decision CRTC 2014-‐412, par. 7. 9
Broadcasting Decision CRTC 2014-‐412, par. 7. 10
Barbara Yaffe, “Little Evidence of Recession in B.C. Consumers’ Habits,” Vancouver Sun, 8 September 2015. 11
Jeremy Van Loon, “B.C. Bonds Trump Alberta as Tides Change with Oil,” Globe and Mail, 1 September 2015, B2. 12
Jeff Nagel, “B.C. Dodging Downturn: Economist,” New Westminster Newsleader, 5 September 2015. 16 Ø Ethnic Radio Stations in Canada 37. ECGL also notes that there are currently twenty-‐seven AM and FM ethnic radio stations licensed by the Commission.13 These stations are licensed to serve major markets such as Toronto, Montreal, Vancouver and Calgary, as well as smaller markets adjacent to larger markets such as Scarborough, Markham, Brampton and Mississauga. Given Surrey’s level of growth and diversity, its residents would most certainly also benefit from a radio service dedicated specifically to reflect their interests, experiences and aspirations, in the same way as the residents of Brampton, Markham and even Windsor, Ontario do. F. Strong Demand for ECGL’s Proposed Ethnic Radio Service 38. Our research shows that there is a very strong demand for our proposed service in Surrey. Indeed, 74% of residents of Surrey said they would like to see more ethnic radio listening options in their City (Goldfarb Intelligence Marketing, August 2015) (“Goldfarb Consumer Study”). Punjabi is the dominant third-‐language group in Surrey, with nearly 100,000 residents. 85% of Punjabi speakers indicated that they wished there were more listening options for ethnic radio in Surrey. We have attached a copy of the Goldfarb Consumer Study at Appendix 3. 39. The research conducted by Goldfarb also shows that an overwhelming percentage, that is 97% of Punjabi speakers say that they are likely to listen to a new radio station that offers news, music, and other information in Punjabi. Moreover, 71% of English-‐language respondents to the Goldfarb Consumer Study indicated that they are likely to listen to a radio station that offers programming about Surrey’s vibrant cultural communities. 40. We also note that in the Commission’s call for applications the Commission stated the following with respect to demand for ethnic radio in the Vancouver area: “The Commission is of the view that the existence of these cross-‐border stations [Sher-‐E-‐Punjab/Radio India and Radio Punjab Ltd.] indicates that there is demand in the Vancouver market for additional ethnic radio programming services. Therefore, as indicated in the introduction of this notice, the Commission will give preference to proposals to serve the market’s ethnic communities.”14 [Emphasis added] 13
According to the CRTC’s Communications Monitoring Report 2014, there are 14 ethnic FM radio stations licensed, and 13 AM radio stations licensed, p.40. 14
Call for Applications – Radio stations to serve Vancouver, British Columbia, Broadcasting Notice of Consultation CRTC 2015-‐288. 17 41. Hence, it is clear that there is a strong demand and interest in a new and distinct ethnic radio station for Surrey among ethnic communities, and in particular the Punjabi speaking community, as well as among the English-‐language population. G. ECGL’s Ethnic Commercial FM Radio Proposal 42. ECGL proposes to offer a new Ethnic commercial FM radio station dedicated specifically to the citizens of Surrey, B.C. on frequency 89.3 MHz. Our station will offer a broad range of music, news, information and local programming that speaks directly to Surrey’s diverse communities. It will be the first Ethnic commercial FM radio service designed specifically to celebrate the many cultures and diversity of Surrey B.C. 43. Our proposed radio station will serve as an important cultural meeting place for the citizens of Surrey. It will provide relevant and informative spoken word programming to shed light on key issues of the day. It will engage with our audiences and provide them with an opportunity to access local programming that reflects their cultural heritage on-‐air. Our station will also be intensely local, and help build this burgeoning city. 44. ECGL also proposes to showcase a broad range of cultural and musical programming to entertain and delight our listeners. Our musical content will connect citizens to their cultures, heritage and homeland. It will also feature and support Canadian multicultural talent and allow our audiences to discover new artists and new forms of musical expression. Our proposed radio station for Surrey will also help build bridges within Surrey’s diverse communities, to help citizens engage with one another, and learn more about each other, thereby strengthening this community. 45. We have attached at Appendix 4 a sample weekly program schedule for ECGL’s proposed Ethnic commercial FM radio station. We have also attached at Appendix 5 a list of sample programs that would air on our ethnic station in Surrey. As the Commission will note, the programming on our service will be varied, informative, entertaining, and speak to many of the cultural communities residing in Surrey. Ø Ethnic Communities Served 46. Ethnic programming will be the main focus of our station for Surrey. To that end, we propose to offer a minimum of 80% ethnic programming during each broadcast week. This is consistent with, and over and above, the 60% requirement set out in the Commission’s Ethnic Broadcasting Policy.15 15
Public Notice CRTC 1999-‐117. 18 47. The South Asian community is Surrey’s largest ethno-‐cultural community, at over 30% of the total population.16 Indeed, India is the place of birth of most immigrants to Surrey at about 70,000. The South Asian community will, therefore, be a core audience served by our proposed Ethnic commercial FM radio station.17 ECGL has considerable experience in the South Asian programming market. We currently operate 14 Canadian television services for South Asian communities. ECGL also has extensive experience servicing a wide range of ethnic communities, offering a mix of engaging and popular programming. We propose, therefore, to serve the following ethnic communities: •
•
•
•
•
•
•
•
•
•
•
•
Punjabi Hindi Filipino Chinese Spanish Korean Vietnamese Russian German Arabic Polish Italian 48. These cultural groups are among the largest in Surrey in terms of population numbers, based on the Statistics Canada 2011 Census. ECGL is also committed to ensuring that at least 12 different ethnic groups will be featured on our service during each broadcast week. Ø Third-‐Language Programming 49. Third-‐language programming will also enjoy pride of place on our ethnic station. ECGL is very excited about bringing its expertise in third-‐language broadcasting to Surrey. To that end, we propose to ensure that at least 12 different third-‐languages are showcased on our service during each broadcast week. ECGL will also ensure that at least 80% of the programming on our Ethnic commercial FM station consists of third-‐language programming. 16
Statistics Canada 2011 Census. 17
Statistics Canada 2011 Census. 19 50. The following is a sample list of the languages that would be featured on our proposed Ethnic commercial FM radio station for Surrey: Punjabi, Hindi, Urdu, Tagalog, Mandarin, Cantonese, Arabic, Spanish, Italian, Korean, Vietnamese, German, Polish and Russian. 51. To help build cultural bridges and to serve as a strong intercultural media platform, ECGL is also proposing to offer programming in English. As we discuss further below, the consumer survey conducted for ECGL by Goldfarb Intelligence Marketing shows that there is a strong interest by Surrey’s English-‐speaking community to learn more about other ethnic groups in Surrey. 52. A recent survey conducted by Citizenship and Immigration Canada and the City of Surrey (March 2015) also found that residents of Surrey feel that making stronger connections across cultures will help with their sense of belonging. Many residents also pointed out that they have a hard time connecting across cultures with people of ethic/cultural backgrounds different from their own.18 An ethnic radio station that offers programming that brings together cultural groups in Surrey will contribute to building a stronger multicultural community in this city. Ø English-‐language Programming 53. ECGL, therefore, proposes to broadcast 20% of its programming in English. This programming will include news and information of relevance to Surrey’s cultural communities; interviews with cultural and community leaders; cultural information and updates with detailed information, including historical information, about important cultural events. Our English-‐language programming will also feature a broad range of traditional and modern ethnic music reflective of the ethnic communities residing in Surrey. Ø Aboriginal Programming 54. ECGL is also pleased to include programming in its schedule that reflects the Aboriginal communities in Surrey and B.C. We propose to broadcast a weekly program in English that allows citizens in Surrey to learn more about the heritage, music, philosophies and traditions of the Aboriginal communities residing in this area. Ø Local Programming 55. Local programming is the heartbeat for all local radio stations. If approved, ECGL proposes to offer no less than 116 hours of local programming each week. This programming will reflect the needs, interests and ideals of the local ethnic community. 18
Surrey Local Immigration Partnership, “Surrey is Home: Immigrant Integration Research Project”, Final Report, March 2015, Funded by Citizenship and Immigration Canada and City of Surrey. 20 Our local content will include news and information about Surrey’s cultural communities; detailed information about Surrey events and activities; as well as insightful information on how to help newcomers to Surrey settle in and get established. With 10,000 new residents to Surrey each year, this information will be invaluable! 56. Our programming will also provide in-‐depth analysis and discussions on topics that are relevant to this community such as education, immigration, childcare, crime prevention, employment, health and wellness, housing, and business news. Our station will broadcast talk shows, political debates, call-‐in shows as well as musical content. Our local programming will also include traffic and weather reports. Approximately 40% of the programming in our schedule will be spoken word content. Ø Local News Programming 57. Our spoken word programming will include 5 hours and 10 minutes per week of local news. Our news programming (not including weather reports, sports and entertainment reporting) is broken down as follows: •
2 X 3 minute segments/hour during the drive periods (6 a.m. to 9 a.m. and 3 to 6 p.m.) •
1 X 2 minute segment/hour outside of the drive periods (9 a.m. to 3 p.m. and 6 to 9 p.m.) weekdays, and •
1 X 2 minute segment/hour on weekends (8 a.m. to 6 p.m.) 58. Our local news will be over and above the in-‐depth talk shows, cultural programming, political discussions and call-‐in shows that we plan to broadcast on our station in Surrey. Ø International Programming 59. ECGL also proposes to offer 10 hours international programming on a weekly basis. This will consist of approximately 7 hours per week of international news, information and entertainment programming from India to allow our core listeners to remain current and up-‐to-‐date on important developments in their home country. Our international programming will also include 3 hours per week of sports programming on weekends (for example, major soccer tournaments and cricket matches). 21 Ø Musical Programming 60. Music is an important cultural medium that builds strong multicultural and intercultural communities. Indeed, music knows no borders and has -‐ for generations -‐ connected peoples and nations around the world. Our Surrey radio station will proudly feature a wide range of musical content that is entertaining and uplifting for our audiences. Musical content will include traditional ethnic music as well as contemporary world beats. Our musical programming will feature artists from abroad and from the home countries of Surrey’s residents. It will also prominently showcase Canadian ethnic musical artists including established and emerging talent. 61. Multicultural artists and musical groups that will be featured on our service include: Salman Khan (South Asian), Arijit (South Asian), Yo Yo Honey Singh (South Asian), Neha Kakkar (South Asian), Mika Singh (South Asian), One Dream (South Asian), Vishal Dadlani (South Asian), Kanika Kapoor (South Asian), Apo Hiking Society (Filipino), Freddie Aguilar (Filipino), Side A (Filipino), South Border (Filipino), Rivermaya (Filipino), Valery Kipelov (Валерий Кипелов) (Russian), ARIA (Russian), DDT (ДДТ) (Russian), Lata Mangeshkar, Die Arzte (German), Namika (German), Modern Talking (German), Chayenne (Spanish), Olga Tanon (Spanish), Fonseca (Spanish), Laura Pausini (Italian), Jovanotti (Italian), Gianluca Grinani (Italian), Hank Smith (German Canadian), and Onuka (Ukrainian). 62. Multicultural artists from Canada that would be showcased on our station include: Parichay (South Asian Canadian), Jonita Gandhi (South Asian Canadian), Shweta Subram (South Asian Canadian) Darren Espanto (Filipino Canadian), Elise Estrada (Filipino Canadian), Mikey Bustos (Filipino Canadian), Fito Blanko (Canadian Latin artist), Laura Fernandez (Canadian Latin artist), Alex Cuba (Canadian Latin artist), Ivana Santilli (Canadian Italian), Nadia Dolce (Italian Canadian), Valentina Parrisse (Italian Canadian), Elise Estrada (Italian Canadian), Stas Vitort (Russian Canadian), Alla Kadysh (Russian Canadian), Sergey Martsynyuk (Russian Canadian), Kalynka-‐
Malynka (Russian Canadian)Yana Bilyk (Ukrainian Canadian), Dunai (Ukrainian Canadian). 63. With respect to broadcasting Canadian music, ECGL is committed to ensuring that at least 10% of the Content Category 3 (Special Interest) music aired on our station will consist of Canadian selections. Category 3 music includes: Folk and fold-‐
oriented, World beat and international, Jazz and blues, non-‐classic religious, and concert.19 Given the ethnic format for our proposed station and the proposed emphasis on third-‐language Category 3 music and world beats, a large proportion of Canadian musical selections will necessarily feature Canada’s emerging artists. 19
Revised content categories and subcategories for radio, Broadcasting Regulatory Policy 2010-‐819. 22 64. ECGL will also ensure that at least 25% of the Canadian Category 3 – Special Interest music musical selections broadcast during the ethnic programming periods will consist of selections of emerging Canadian artists. While most musical selections will be drawn from Category 3, to the extent the station relies on Canadian Category 2 – Popular Music musical selections, at least 10% of these selections will consist of emerging Canadian artists. 65. Please find at Appendix 6 the list of conditions of licence that ECGL proposes for our Ethnic commercial FM radio station in Surrey, B.C. H. Digital Media Platforms 66. A solid online and mobile presence will also be integral to our new Ethnic commercial FM radio station for Surrey. Indeed, digital media is an important complement to traditional/mass media services. ECGL has a strong technical team of engineers and programmers. As such, we will use their creativity and knowhow to connect with audiences and to allow Canadians artists reach a broader online audience. 67. The digital strategy for our Surrey radio station will include maintaining an active web site with extensive information about our programming, leading news stories, details about local events, cultural information, and the goings on in Surrey. Our web site will also host a distinct web page the cultural communities that we serve. These pages will feature programming details, as well as community news, event updates and important information relevant to the different communities. 68. Our web site will also offer pod casts of our leading spoken word programming, and will stream our radio station’s programming live. ECGL will also develop a mobile App for our Surrey radio station to allow our listeners to enjoy our radio and online content on the device of their choice – wherever they choose. 69. ECGL will also be active in social media, engaging with our audiences through Facebook, Twitter, Instagram and Youtube. We will also explore ways to capitalize on emerging social media sites such as Reddit and Snapchat to ensure that we are connected and remain relevant to our listeners. 23 I. Canadian Content Development – CCD 70. ECGL is proposing a comprehensive Canadian content development (CCD) package that will provide extensive support to Canadian artistic talent as well as the Canadian broadcasting system as a whole. Fully, ECGL is committed to contributing $560,000 over seven years to support Canadian creative development. 71. ECGL is also committed to making the basic CCD contributions as set out in subsection 15(2) of the Radio Regulations, 1986 where the annual revenues of our Surrey radio station exceed $1,250,000. In such cases, ECGL will make the basic CCD contribution of $1,000 per year plus 0.5% of all revenue above $1,250,000, in addition to our over-‐and-‐above contribution of $560,000 over a seven-‐year period. The following table outlines ECGL’s proposed CCD initiatives should the Commission approve our application for Surrey. As the Commission will note, ECGL proposes to support music training from a young age through to the emergence of musical talent. We also propose to support broadcast journalism education for Aboriginal students to help this community with their careers in the Canadian media sector. 24 ECGL Proposed Over-‐and-‐Above CCD Initiatives for Surrey: Table 4: Proposed CCD Initiatives: Amount 1) Music Education: $50,000 Funding for music programs to the Surrey School District for schools in need of financial support – Surrey School Board 2) Post-‐Secondary Music Education – scholarship for post-‐secondary studies for members of the four designated groups $50,000 3) Talent Contest – multicultural musical artists $360,000 •
Contest (prize money) •
CD production •
Vocal training •
Concert tour •
Build social media presence, website (all third-‐party costs) 4) Surrey Fusion Festival – largest South Asian and multicultural arts/cultural festival in Surrey (and largest in Canada) •
funds to support and promote the presence of local/regional B.C. ethnic artists; •
performance fees for local/regional B.C. ethnic artists •
encourage showcasing of ECGL talent contest winners at Fusion Festival 5) FACTOR $50,000 $50,000 Total CCD to be paid over a period of seven years: $560,000 25 72. These are important and meaningful initiatives that will help students learn about and experience music in school, develop Canadian artist talent and provide exposure and training to Canadian rising stars. The following provides a more detailed description of ECGL’s proposed CCD initiatives. Ø Music Education -‐ $50,000 73. Studies show the tremendous benefits of learning music at a young age. Aside from the sheer joy and pride of learning to play a musical instrument, there are many cognitive benefits to learning music at the grade school level. ECGL is, therefore, committed to providing financial support to the Surrey School District to support music education in schools in need of financial support. Ø Post-‐Secondary Music Scholarship for Members of Designated Groups -‐ $50,000 74. To continue supporting musical artists as they grow and develop, ECGL is committed to creating a scholarship fund that will support studies in music and music education at the post-‐secondary level in B.C. Eligible candidates for this scholarship fund will be members of the four designated groups: women, visible minorities, Aboriginal peoples and persons with disabilities. 75. Under this initiative, ECGL proposes to offer two $5,000 scholarships over five years for students ($10,000 per year over a period of five years) to attend the music program at Simon Fraser University in Surrey, B.C. Ø Talent Contest for Local Multicultural Artists -‐ $360,000 76. To further the musical careers of Canadian multicultural artists, ECGL also proposes to hold a talent contest for Canadian musical performers. Much support is needed to help develop multicultural artistic talent and build careers in music. ECGL’s talent contest will showcase a wide range of multicultural artists. The winner of the annual contest will receive: •
A cash prize •
The opportunity for a CD production •
Photo session •
Vocal training, and •
Concert and touring exposure. 26 77. The winners of the talent contest will also receive support for building social media awareness for their music and website development. The winners will also receive air-‐play on our ethnic radio station and on our relevant television services. ECGL is very excited about this initiative. We are hopeful that the winners of our multicultural talent contest will gain radio exposure on ethnic radio stations across Canada. We propose to spend $360,000 on this initiative over a period of six years. Ø Surrey Fusion Festival -‐ $50,000 78. The Surrey Fusion Festival is the leading South Asian and multicultural celebration in Surrey – and in Canada. It takes place every year in the summer and brings together individuals with backgrounds from all over the globe. The Surrey Fusion Festival hosts more than 40 pavilions annually that celebrate music, dance, food and cultural heritage. This festival also features five performance stages that showcase dozens of musical artists each year. 79. If approved, ECGL will provide $50,000 in support to the Surrey Fusion Festival over a period of five years. The funds will be used to support the presence of Canadian ethnic musical talent at the festival. This will give Canadian artists much needed exposure and experience before a live audience. It will also allow Canadian musical artists to develop their art, gain live performance exposure and reach a broader audience. Ø FACTOR -‐ $50,000 80. FACTOR is a leading Canadian arts organization that assists the growth and development of the Canadian music industry. Since its inception in 1986, FACTOR has provided support to numerous Canadian artists competing nationally and internationally. Through FACTOR, support is provided to Canadian recording artists, songwriters, managers, labels, publishers, event producers and distributors through this not-‐for-‐profit’s various funding programs. 81. ECGL would be pleased to direct $50,000 in CCD benefits monies to FACTOR during our Surrey’s station’s first licence term. As Canadian ethnic radio and multicultural artists move into the mainstream, FACTOR will be an important resource for supporting talent that may be showcased on ethnic radio stations in the years ahead. 27 Ø CCD Disbursement Schedule 82. We propose to expend the CCD benefits monies over the course of the seven-‐year licence term as follows: Table 5: ECGL Proposed CCD Payment Schedule Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Total: $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $80,000 $560,000 J. Market Impact of ECGL’s Proposed Ethnic Commercial FM Radio Station 83. If approved, our proposed radio station will have minimal to no impact on existing radio stations. First, and as outlined above, the Surrey economy is strong, vibrant and expected to continue to see growth. 84. Second, ECGL has retained the services of Goldfarb Intelligence Marketing to conduct a commercial study (Goldfarb Commercial Study) of the Surrey radio market and ethnic advertising. Attached as Appendix 7 is the Goldfarb Commercial Study. This study shows that the ethnic market is growing at a good pace, and is about five to six times larger than as it was twenty years ago. 85. This is supported by the data in the CRTC’s 2014 Communications Monitoring Report, which shows ethnic AM and FM advertising revenues increasing by 2.7% and 6.8% respectively between 2009 and 2013. These are among the highest advertising growth rates in the Canadian radio industry during that four-‐year period.20 Advertising buyers anticipate that the ethnic market will continue to grow given the immigration patterns. 86. According to the Goldfarb Commercial Study, advertisers are also beginning to see the ethnic market as an important market. This market has entered the mainstream and the advertising budgets are increasing in the ethnic media space. Indeed, the ethnic market is viewed as having huge potential that has not yet been fully tapped. There is a strong need and interest in Surrey for more good ethnic radio platforms that will add to the strength of the radio market. 87. ECGL has also spoken with a number of businesses in the Surrey market and was provided with a favourable response to and considerable interest in our proposed radio station. 20
CRTC Communications Monitoring Report 2014, Section 4.1, see Table 4.1.1, p. 40. 28 88. Moreover, based on our analysis of the Surrey market, and our extensive experience in the multi-‐ethnic and South Asian media markets, we are confident that our radio service will appeal to media buyers in the Surrey market. 89. Our revenue projections are based on the following sources: •
•
•
•
•
Existing radio services (Canadian): 5% Existing radio services (non-‐Canadian): 35% New revenue from non-‐radio advertisers: 30% New revenue from increased spending: 15% Other media: 15% 90. ECGL anticipates that most revenue generated by our proposed station will be new revenue to the radio sector. This reflects the rapid growth of Surrey and the presence of a new Surrey-‐focused ethnic station. The station will also repatriate advertising spending on existing U.S. ethnic stations that target the Canadian market due to the more favourable tax treatment for advertising on a Canadian station. ECGL also anticipates that a portion of our revenues will be generated from online and print advertisers. K. Proposed Frequency 91. ECGL engaged the consulting engineering firm of D.E.M. Allen & Associates Ltd. (“DEMA”) to prepare a technical brief in view of this application. We have attached a copy of our technical brief to our application. We have also filed our technical brief with Industry Canada. We have been advised by DEMA that our proposed use of 89.3 MHz is the best possible signal available for reaching Surrey. Indeed, our proposed signal will reach about 80% of the residents of Surrey. L. Proposal Will Meet Key Objectives Broadcasting Act 92. Approval of our proposal will meet a number of important public policy objectives of the Broadcasting Act. These include in particular the objectives set out at paragraph 3(1)(d) of the Act: 29 Section 3(1)(d): “the Canadian broadcasting system should (i)
serve to safeguard, enrich and strengthen the cultural, political, social and economic fabric of Canada, (ii)
encourage the development of Canadian expression by providing a wide range of programming that reflects Canadian attitudes, opinions, ideas, values and artistic creativity, by displaying Canadian talent in entertainment programming and by offering information and analysis concerning Canada and other countries from a Canadian point of view, (iii)
through its programming and the employment opportunities arising out of its operations, serve the needs and interests, and reflect the circumstances and aspirations, of Canadian men, women and children, including equal rights, the linguistic duality and multicultural and multiracial nature of Canadian society and the special place of aboriginal peoples within that society, and (iv)
be readily adaptable to scientific and technological change;…” M. Conclusion 93. With more than 500,000 residents, Surrey very much needs and deserves a Ethnic commercial FM radio station that reflects the realities, the values, the joys and the tensions of this growing multicultural community. If approved, our application will bring a number of important benefits – both tangible and intangible – to the citizens of Surrey, B.C. and to the media landscape in this community. The addition of a new independent editorial voice to this market by a highly experienced radio broadcaster will most certainly strengthen the broadcasting system in this region. 94. ECGL is very excited about the opportunity to provide a new ethnic media outlet for the people of Surrey. This is a wonderful opportunity to bring our expertise and dedication to ethnic and third-‐language broadcasting to Surrey, B.C. Given the quality of our application, it is our respectful request that the Commission approve our application for a new Ethnic commercial FM radio station for Surrey on 89.3 MHz, as it is in the public interest to do so. 95. We appreciate the opportunity to file this application. All of which is respectfully submitted. 30 List%of%Appendices%for%ECGL’s%Application%for%a%new%Ethnic%commercial%FM%radio%station%for%
Surrey%B.C.:%
!
1) Appendix!1:!List!of!ECGL’s!Ethnic!and!Third:language!Television!Programming!Services!
2) Appendix!2:!Surrey’s!Vital!Signs!2014,!Surrey!Cares!Community!Foundation!(September!
2014).!
3) Appendix!3:!Surrey,!BC!–!Ethnic!Radio!Study,!Consumer!Survey!prepared!by!Goldfarb!
Intelligence!Marketing,!September!2015.!
4) Appendix!4:!Sample!weekly!program!schedule!for!ECGL’s!proposed!Ethnic!commercial!
FM!radio!station!for!Surrey,!B.C.!
5) Appendix!5:!Sample!list!of!programs!for!ECGL’s!proposed!Ethnic!commercial!FM!radio!
station!for!Surrey,!B.C.!
6) Appendix!6:!List!of!conditions!of!licence!for!ECGL’s!proposed!Ethnic!Commercial!FM!
Radio!Station!for!Surrey,!B.C.!
7) Appendix!7:!Surrey,!BC!–!Advertising!Buyers,!Commercial!Survey!prepared!by!Goldfarb!
Intelligence!Marketing,!September!2015.!
!
Appendix(1(
List(of(ECGL’s(Ethnic(and(Third8Language(Television(Programming(Services(
CHANNEL(NAME(
LANGUAGE(
1)(5(Channel(Canada(
2)(Aajtak(
3)(Abu(Dhabi(TV(
4)(Al(Resalah(
5)(Amedia(
6)(BBC(Arabic(
7)(beIN(Sports(Canada(
8)(Big(Magic(
9)(CTC(
10)(Detskiy(
11)(Ya(Hala(TV(
12)(Dream(2(
13)(Filipino((FIL)((VIVA)(
14)(Greek(Music(Channel((GMC)(
(formerly(MAD)(
15)(HRT(
16)(HUM(TV(
17)(ITN(
18)(KHL(TV(
19)(MBC(Masr(
20)(Melody(Aflam(
21)(Melody(Drama(
22)(Melody(Hits(
23)(Momo(Kids(
24)(MRT(1(Canada(
25)(MRT(2(Canada(
26)(New(Greek(TV((NGTV)(formerly(SKAI(
27)(Nova(World(Canada(
28)(Al(Nahar((formerly(Orbit(Alyawm)(
29)(Al(Nahar(Drama((formerly(Orbit(
Series)(
30)(Pershiy(Nacionalniy(Canada((First(
National)(
31)(ProSoebenSat.1(Welt(
32)(Rawal(TV(
33)(RBTI(
'
Ukrainian'
Hindi'
Arabic'
Arabic'
Russian'
Arabic'
English'
Hindi'
Russian'
Russian'
Arabic'
Arabic'
Filipino'
Greek'
Croatian'
Urdu'
Farsi'
Russian'
Arabic'
Arabic'
Arabic'
Arabic'
Mandarin'
Macedonian'
Albanian'
Greek'
Croatian'
Arabic'
Arabic'
Ukrainian'
German'
Hindi'
Portuguese'
'
1"
Appendix(1(8(Continued(
List(of(ECGL’s(Ethnic(and(Third8Language(Television(Programming(Services(
'
CHANNEL(NAME(
LANGUAGE(
34)(Rotana(+((HD)(
35)(Rotana(Aflam(
36)(Rotana(Aflam(+((HD)(
37)(Rotana(Cinema(
38)(Rotana(Clip(
39)(Rotana(Cinema(
40)(Rotana(M(+((HD)(
41)(Rotana(Masriya(
42)(Rotana(Moussica(
43)(Rotana(Classic((formely(Rotana(Zaman)(
44)(RTL(Plus(
45)(RTS(Sat(
46)(RTVi((RTV)(
47)(Russian(Illusion(
48)(SBTN(
49)(Schlager(TV(
50)(Ten(Cricket(
51)(The(Israeli(Network(
52)(Travel(XP(
53)(TVCi(
54)(TVI(
55)(TVP(Info(
56)(Zee(Bangla(
57)(Zee(Bollywood(
58)(Zee(Cinema(
59)(Zee(Marathi(
60)(Zee(Punjabi(
61)(Zee(Salaam(
62)(Zee(Tamizh(
63)(Zee(Taas((also(known(as(24(Taas)(
64)(Zee(Talkies(
65)(Zee(TV(
66)(Zing(TV(
Arabic'
Arabic'
Arabic'
Arabic'
Arabic'
Arabic'
Arabic'
Arabic'
Arabic'
Arabic'
Croatian'
Serbian'
Russian'
Russian'
Vietnamese'
German'
English'
Hebrew'
Hindi'
Russian'
Portuguese'
Polish'
Bengali'
Hindi'
Hindi'
Marathi'
Punjabi,'Hindi'
Urdu'
Tamil'
Marathi'
Marathi'
Hindi'
Hindi'
"
2"
Appendix(2(
Surrey’s(Vital(Signs(2014(
Surrey(Cares(Community(Foundation((September(2014)(
!
!
"
2014%
SOURCES%
!
September"12,"2014"
!
!
!
!
"
!
Contents%%
Demographics"and"Introduc;on"(XI)"............................................................................................................1"
Poverty"and"Standard"of"Living"(I)"................................................................................................................6"
Safety"(II)"....................................................................................................................................................10"
Health"and"WellIBeing"(III)"..........................................................................................................................14"
Learning"(IV)"...............................................................................................................................................18"
Housing"(V)".................................................................................................................................................20"
GeNng"Started"(VI)".....................................................................................................................................22"
Arts"and"Culture"(VII)"..................................................................................................................................24"
Environment"(VIII)"......................................................................................................................................27"
Economy"and"Work"(IX)"..............................................................................................................................28"
Belonging"and"Leadership"(X)".....................................................................................................................31"
GeNng"Around"(XII)"....................................................................................................................................34
!
Acknowledgements!
Leadership Team
Melike Kinik-Dicleli, Kwantlen Polytechnic University
Dan Effa, Liquid Pacific Capital Corporation
Kathyrn Peterson, Surrey School District
Doug Tennant, Semiahmoo House
Denise Darrell, Sources BC
Kelly Boxma, MNP
Deirdre Goudriaan, Teamplay Consulting
Eleanor Holton, Surrey Retired Teachers Association
Jared Penland
Tahzeem Kassam, DiverseCity
Rimmy Riarh
Contributors to Survey and Report
Surinder Bhogal, Surrey Libraries
Karen Reid Sidhu, Surrey Crime Prevention
Joan Owen, Surrey Art Gallery
Verna Logan, Gordon Hogg, MLA Office
City of Surrey
Surrey Food Bank
!SurreyCares’ Vital Signs 2014 White Paper
Researcher and Author: Janine Twist, Simon Fraser University MPP Candidate 2015
Surrey’s Vital Signs 2014 Magazine Production Team
Editor-in-Chief: Erin Anne Beirne
Editor: Theresa Best
Writers: Erin Anne Beirne, Theresa Best, John Kageorge, Kate MacDonell, Simon Briault
Publicity: John Kageorge
Graphic Design: Jan Perrier
!
Project Partner:
Surrey Board of Trade
Project Sponsors
Assante Wealth Management
Century Group
Hamilton Duncan Armstong and Stewart
SurreyCares Board of Directors
Jeff Hector, Chair
Jeff Borkowski, Secretary
Bilal Kathrada, Treasurer
Erin Anne Beirne, Chair, Communications
Mike Bose, Chair, Grant Committee
John Lawson, Chair, Fund Development
SurreyCares Administration: Karen Roberts Surrey’s"Vital"Signs"2014"
"
"
October"7,"2014""
"
"
"
Page"1
Demographics and Introduction (XI)
SURREY IS ONE OF THE FASTEST GROWING CITIES IN CANADA.!
Popula'on)es'mates)(M)=)Male,)F)=)Female)
Area
Surrey
BC
2001
2006
Growth%rate% Surrey%as%
2001%to%
%%of%BC
2006%%
347,820"
394,980"
M"="194,715"
F"="200,265
13.6
3,907,738
4,113,487
5.3
Canada
31,612,897
2011
468,245"
M"="231,565"
F"="236,680
9.6
Growth% Surrey%as%
rate%%
%%of%BC
2006%to%
2011%%
18.6"
4,400,057
7.0
33,476,688
5.9
10.6
Source:%Census%2001,%Census%2006,%NHS2011%
MAP OF THE CITY!
!
Source:%City%of%Surrey%(h>p://www.surrey.ca/businessEeconomicEdevelopment/1417.aspx)%
!
"
!
October"7,"2014"
Page"2"
CITY OF SURREY NEIGHBOURHOOD POPULATION ESTIMATES AND PROJECTIONS, GROWTH
RATES, AND POPULATION ESTIMATES AS PERCENTAGES
Neighbourhood
2009%
populaSon%
(esSmated)
Surrey
2014%
populaSon%
(projected)
Growth%rate%
Percentage%of%Surrey’s%
over%a%5%year%
2014%%populaSon%%
period%
(projected)
(from%2009%to%
2014)%(%%change)
465,800
509,610
9.4
Cloverdale
60,540
69,310
14.5
13.6
Fleetwood
56,400
59,750
6.0
11.7
Guildford
59,760
62,380
4.4
12.2
119,730
132,550
11.0
26.0
South%Surrey
74,980
84,040
12.0
16.5
Whalley,%including%
City%Centre
94,390
101,580
7.6"
20.0
Newton
Source:%City%of%Surrey%
MEDIAN AGE OF POPULATION IN YEARS
Area
2001
2006
2011
Surrey
35.6
37
37.5
BC
38.4
40.8
41.9
Canada
37.6
39.5
40.6
Source:%Census%2001,%Census%2006,%NHS2011
PERSONS AGED 14 AND YOUNGER AS PERCENTAGE OF THE POPULATION
Area
Surrey
2001%
%%of%total%
populaSon
2006%
%%of%total%
populaSon
2011%
%%of%total%
populaSon
Percentage%change%2006%to%
2011
21.6
20.1
19.0
11.6
BC
18
16.5
15.4
I0.3
Canada
19
18
16.7
Source:%Census%2001,%Census%2006,%NHS2011 !
"
October"7,"2014"
Page"3"
PERSONS AGED 65 AND OVER AS PERCENTAGE OF THE POPULATION
Area
2001%
%%of%total%populaSon
2006%
2011%
Percentage%change%%
2006%to%2011
Surrey
11
11.5
12.1
24.7
BC
14
13.8
15.7
14.8
Canada
13
14
14.8
GENERATIONS IN CANADA, TOTAL POPULATION IN PRIVATE HOUSEHOLDS
Area
First%generaSon%
(%%of%pop)
Second%generaSon%
(%%of%pop)
Third%generaSon%or%more%
(%%of%pop)
Surrey
"193,730"(42%)
"126,500"(27%)
"143,110"(31%)
BC
1,272,685"(29%)
1,013,335"(23%)
"2,038,435"(47%)
Canada
7,217,300"(22%)
5,702,725"(17%)
19,932,300"(61%)
Source:%NHS2011%
VISIBLE MINORITIES AS A PERCENTAGE OF THE TOTAL POPULATION
Area
Surrey
BC
2001%
2006%
2011%
36.5
45.8
52.6
24.5
27.3
Canada
!
19.1
!
"
October"7,"2014"
Page"4"
Source:%NHS2011,%99E014EX2011044%
%
Ethnic Composition of the City of
Surrey, 2011
South Asian
31%
Chinese
6%
Filipino
6%
Not a visible minority
48%
Source:%NHS2011,%99E014EX2011044 Southeast Asian
3%
Korean
2%
Other
5%
!
"
October"7,"2014"
Page"5"
Demographics : Works cited in this section
City"of"Surrey."Popula;on"Es;mates"&"Projec;ons." h_p://www.surrey.ca/businessIeconomicIdevelopment/1418.aspx"
City"of"Surrey."Land"Use"Inventory"Report." h_p://www.surrey.ca/files/SurreyLUI2010Rprt.pdf"
Sta;s;cs"Canada."2011"Na;onal"Household"Survey:"Income"and"Housing,"99I014IX2011044"for"Surrey"
(5915004)"CY."
Sta;s;cs"Canada."NHS"Profile:"Surrey,"CY." h_p://www12.statcan.gc.ca/censusIrecensement/2011/asIsa/fogsIspg/FactsIcsdIeng.cfm?
LANG=Eng&GK=CSD&GC=5915004"
Sta;s;cs"Canada."2006"Community"Profiles:"Surrey,"CY." h_p://www12.statcan.gc.ca/censusIrecensement/2006/dpIpd/prof/92I591/details/page.cfm?
B1=All&Code1=5915004&Code2=59&Custom=&Data=Count&Geo1=CSD&Geo2=PR&Lang=E&Se
archPR=01&SearchText=Surrey&SearchType=Begins"
Sta;s;cs"Canada."Focus"on"Geography"Series,"2011"Census,"Province"of"Bri;sh"Columbia." h_p://www12.statcan.gc.ca/censusIrecensement/2011/asIsa/fogsIspg/FactsIprIeng.cfm?
Lang=Eng&GC=59"
Sta;s;cs"Canada."2011"Census"of"Canada:"TopicIbased"tabula;ons,"Age"(131)"and"Sex"(3)"for"the"
Popula;on"of"Canada,"Provinces,"Territories,"Census"Divisions,"Census"Subdivisions"and"
Dissemina;on"Areas,"2011"Census.% h_p://www12.statcan.gc.ca/censusIrecensement/2011/dpIpd/tbtI_/RpIeng.cfm?
LANG=E&APATH=3&DETAIL=0&DIM=0&FL=A&FREE=0&GC=0&GID=0&GK=0&GRP=1&PID=10199
8&PRID=0&PTYPE=101955&S=0&SHOWALL=0&SUB=0&Temporal=2011&THEME=88&VID=0&VN
AIMEE=&VNAMEF="
Sta;s;cs"Canada."2001"Census"of"Canada."h_p://www12.statcan.ca/english/profil01/CP01/Details/
Page.cfm?
Lang=E&Geo1=CSD&Code1=5915004&Geo2=PR&Code2=01&Data=Count&SearchText=surrey&S
earchType=Begins&SearchPR=01&B1=All%
!
!
"
October"7,"2014"
Page"6"
Poverty and Standard of Living (I)
Source:%NHS2011,%Profile%for%Surrey
MEDIAN AFTER-TAX INCOME
Area
2005%income%of%all%private%households,%
2010%income%%of%all%private%
adjusted%to%2010%(nonEadjusted%2005%
households%($)
income%in%brackets)%($)
Cloverdale
68,199"(62,741)"
73,376
South%Surrey
65,274"(60,050)"
67,866
Fleetwood
62,978"(57,938)"
64,845
Newton
58,170"(53,514)"
61,210
Guildford
50,846"(46,777)"
55,089
Whalley
54,210"(49,871)"
49,470
%%difference%between%top%and%
bo>om%neighbourhood
34%
48%
Surrey%average
57,530"(52,926)"
61,023
BC
(46472)"50,515
54,379
Canada
(46584)"50,637
54,089
"
!
October"7,"2014"
Page"7"
Sources:%City%of%Surrey%Sustainability%Dashboard,%data%from%Census%2006%and%NHS2011%
MEDIAN AFTER-TAX INCOME OF SINGLE-PARENT FAMILIES
Area
Percentage%of%
families%headed%
by%single%
parent%in%2011
2005%income%adjusted% 2010%income%
to%2010%(nonEadjusted% ($)
2005%income%in%
brackets)%($)
Percentage%
change%(%)%
between%2005%
adjusted%income%
and%2010%
income
Surrey
14.9
37,732"(34,712)""
41,198
9%
BC%
15.3
36,340"(33,431)"
40,646
12%
Canada%
16.3
37,181"(34,205)"
42,401
14%
Source:%Census%2006,%NHS%2011%
PERCENTAGE OF HOUSEHOLDS UNDER THE LOW-INCOME MEASURE (M = MALE, F = FEMALE)
Area
AaerEtax%LIM%overall%
poverty%rate%%
Surrey
AaerEtax%LIM%
AaerEtax%LIM%
AaerEtax%LIM%elderly%
child%poverty%
poverty%rate,%age%less% poverty%rate,%age%65%
rate,%age%less%
than%6%years%(%)
years%and%older%(%)
than%18%years%(%)
15.5"
M"="14.9,"F"="16.1
18.7"
"M"="18.4,"F"="19
17.8"
M"="17.7,"F"="17.9
12.2"
M"="10.3,"F"="13.9
BC
16.4
19.1
13.9
Canada
14.9
17.3
13.4
Source:%NHS%2011%
PERCENTAGE OF HOUSEHOLDS BELOW THE LOW-INCOME MEASURE FOR SURREY
Year
PopulaSon AaerEtax%LIM%overall%poverty%
rate%(%)
AaerEtax%LIM%child%poverty%rate,%age%less%than%
18%years%%(%)
2005 394,976
13.6"
M"="13.1,"F"="14.1
17.3"
M"="17.3,"F"="17.4
2010 463,340
15.5"
M"="14.9,"F"="16.1
18.7"
M"="18.4,"F"="19
Source:%NHS%2011%and%Census%2006%
!
"
October"7,"2014"
Page"8"
FOOD BANK STATISTICS FROM 2013 HUNGER REPORT AND LOCAL ORGANIZATIONS
Area
Individuals PopulaSon%
(%)
Families Under%
18%
years%
(%)
First%
Sme%
(%)
Working%
income%
(%)
Surrey
13,855
(based"on"a"
popula;on"of"
500,000)"
2.6
5,083
18"to"
41
10"to"
51
0"to"17
BC%
94,002
2.03
44,750
29.5
6.6
10
Canada%
833,098
2.38
348,210
36.4
9.4
11.5
Source:%2013%Hunger%Report%and%local%food%banks%
!
Disability% Social%
(%)
assistance%
%
24
20
!
"
October"7,"2014"
Page"9"
Poverty and standard of living: Works cited in this section
City"of"Surrey."Sustainability"Dashboard." h_p://dashboard.surrey.ca/#economy/householdincome"
Food"Bank"Canada."2013"Hunger"Report."h_p://www.foodbankscanada.ca/FoodBanks/MediaLibrary/
HungerCount/HungerCount2013.pdf"
Muslim"Food"Bank."Provided"sta;s;cs."
Sources"BC."Provided"sta;s;cs."
Sta;s;cs"Canada."NHS"Profile:"Surrey,"CY." h_p://www12.statcan.gc.ca/censusIrecensement/2011/asIsa/fogsIspg/FactsIcsdIeng.cfm?LANG"
="Eng&GK"="CSD&GC"="5915004"
Sta;s;cs"Canada."2006"Community"Profiles:"Surrey,"CY." h_p://www12.statcan.gc.ca/censusIrecensement/2006/dpIpd/prof/92I591/details/page.cfm?
B1"="All&Code1"="5915004&Code2"="59&Custom"="&Data"="Count&Geo1"="CSD&Geo2"="
PR&Lang"="E&SearchPR"="01&SearchText"="Surrey&SearchType"="Begins"
Sta;s;cs"Canada."Focus"on"Geography"Series,"2011"Census,"Province"of"Bri;sh"Columbia."h_p://
www12.statcan.gc.ca/censusIrecensement/2011/asIsa/fogsIspg/FactsIprIeng.cfm?Lang"="
Eng&GC"="59"
Sta;s;cs"Canada."2011"Census"of"Canada:"TopicIbased"tabula;ons,"Age"(131)"and"Sex"(3)"for"the"
Popula;on"of"Canada,"Provinces,"Territories,"Census"Divisions,"Census"Subdivisions"and"
Dissemina;on"Areas,"2011"Census. h_p://www12.statcan.gc.ca/censusIrecensement/2011/dpIpd/tbtI_/RpIeng.cfm?LANG"="E&APATH"="
3&DETAIL"="0&DIM"="0&FL"="A&FREE"="0&GC"="0&GID"="0&GK"="0&GRP"="1&PID"="101998&PRID"="
0&PTYPE"="101955&S"="0&SHOWALL"="0&SUB"="0&Temporal"="2011&THEME"="88&VID"="
0&VNAIMEE"="&VNAMEF"=""
Sta;s;cs"Canada."NHS"Profile,"Canada,"2011." h_p://www12.statcan.gc.ca/nhsIenm/2011/dpIpd/prof/details/page.cfm?Lang"="E&Geo1"="
PR&Code1"="01&Data"="Count&SearchText"="Canada&SearchType"="Begins&SearchPR"="01&A1"="
All&B1"="All&Custom"="&TABID"="1"
Surrey"Food"Bank."Provided"sta;s;cs."
!
!
"
October"7,"2014"
Page"10"
Safety (II)
!
Source: Surrey’s Vital Signs 2014 Survey
INCIDENCE OF CRIME RATE PER 100,000 POPULATION
Area
2009%
2010%
2011%
2012%
2013%
Percentage%
difference%
2009–2013
Surrey
10,784.7
10,139.5
9,907.6
9,701.4
9,603.5
I11.0
BC
10,294.9
9,814.3
9,307.6
9,067.7
8,592.6
I16.5
n/a
n/a
n/a
n/a
5,968.0
n/a
Canada
Source:%Uniform%Crime%ReporSng%Survey%
!
!
"
October"7,"2014"
Page"11"
INCIDENCE OF VIOLENT CRIME RATE PER 100,000 POPULATION
Area
2009%
2010%
2011%
2012%
2013%
Percentage%
change%
2009–%2013
Surrey
1,872.8
1,774.9
1,588.2
"1,476.7
1,174.7
I37.3
BC
1,689.0
1,592.9
1,487.5
"1,406.6
1,261.6
I25.3
Canada
1,318.0
1,287.0
1,231.0
"1,190.0
1,092.0
I17.1
VIOLENT CRIME SEVERITY INDEX
Area
2009
2010
2011
2012%
2013%
Surrey
155.7
150.3
133.0
122.1
114.3
BC
112.8
104.0
96.0
91.1
81.5
Canada
73.7
Source:%Uniform%Crime%ReporSng%Survey
NON-VIOLENT CRIME SEVERITY INDEX
Area
2009
2010
2011
2012%
2013%
Surrey
124.7
114.5
115.3
113.4
114.2
BC
111.5
104.2
96.8
96.3
91.8
Canada
66.8
PROPERTY CRIME RATE INCIDENCE PER 100,000 POPULATION
Area
2009%
2010%
2011%
2012%
2013%
Percentage%
change%
2009–2013
Surrey
5,998.0
5,539.1
5,628.8
"5,760.6
5,847.6
I2.5
BC
5,593.1
5,192.1
4,776.8
"4,791.1
4,567.6
I18.4
"
"
"
"
3,146.0
Canada
!
"
October"7,"2014"
Page"12"
INCIDENCE OF VEHICLE THEFT PER 100,000 POPULATION!
Area
2009
2010%
2011%
2012%
2013%
Percentage%
change%2009–
2013
Surrey
839.6
658.4
581.0
622.6
594.9
I29
BC
443.3
357.5
292.7
276.6
252.8
I42
320
271
239
225
207
I35
Canada
YOUTH CRIME RATE (YOUTH CHARGED PER 100,000 POPULATION, AGED 12 TO 17)
Area
2009%
2010%
2011%
2012%
2013%
Percentage%
change%
2009–2013
Surrey
1,495.2
1,530.7
1,304.5
888.2
936.7
I37
BC
2,258.5
2,168.3
1,813.9
1,652.2
1,454.9
I36
Canada
2,447
POLICE OFFICERS PER 100,000 POPULATION
Area
2009%
2010%
2011%
2012%
2013%
2013%
percentage%%
difference%
Surrey
131
138
134
"137
136
n/a
BC
196
198
199
196
193
I29.7
Canada
200
203
202
200
197
I31.1
Source:%StaSsScs%Canada,%CANSIM%Table%254E0004
!
!
"
October"7,"2014"
Page"13"
OTHER 2013 CRIME RATES PER 100,000 POPULATION
Surrey
Homicide
BC
5.06
1.66
823.11
621.09
IdenSty%Fraud
58.33
50.04
Weapons%ViolaSons
65.82
75.16
Impaired%Driving
254.59
303.91
Drug%ViolaSons
479.40
575.84
6.28
27.48
Break%and%Enter
Youth%Criminal%JusSce
!
Safety: Works cited in this section
Community"Founda;ons"of"Canada."The"Centre"for"the"Study"of"Living"Standards."Sta;s;cs"Canada."
CANSIM"Table"252I0051"for"1998I2013"CMA"data."Data"by"police"service"are"available"by"
province"(CANSIM"Tables"252I0075"I"252I0082)."Data"are"based"on"the"Uniform"Crime"Repor;ng"
Survey."
RCMP"in"Surrey."2013"Crime"Sta;s;cs"Reports."h_p://surrey.rcmpIgrc.gc.ca/ViewPage.ac;on?siteNodeId"
="103&languageId"="1&contentId"="30188""
Sta;s;cs"Canada."Uniform"Crime"Repor;ng"Survey:"Table"252I0089"Crime"severity"index"and"weighted"
clearance"rates,"by"police"service,"Bri;sh"Columbia,"annual"(index"unless"otherwise"noted)."
h_p://www5.statcan.gc.ca/cansim/a05?searchTypeByValue"="1&lang"="eng&id"="
2520089&pa_ern"="2520089"
Sta;s;cs"Canada."Uniform"Crime"Repor;ng"Survey:"Table"252I0081"IncidentIbased"crime"sta;s;cs,"by"
detailed"viola;ons"and"police"services,"Bri;sh"Columbia,"annual"(number"unless"otherwise"
noted)."h_p://www5.statcan.gc.ca/cansim/a05?searchTypeByValue"="1&lang"="eng&id"="
2520081&pa_ern"="2520081"
Sta;s;cs"Canada."Table"254I0004."Police"personnel"and"selected"crime"sta;s;cs,"municipal"police"
services,"annual."h_p://www5.statcan.gc.ca/cansim/a26?lang"="eng&retrLang"="eng&id"="
2540004&pa_ern"="police&tabMode"="dataTable&srchLan"="I1&p1"="1&p2"="50"
!
"
!
October"7,"2014"
Page"14"
Health and Well-Being (III)
PERCEIVED VERY GOOD OR EXCELLENT HEALTH, AGE 12 AND OLDER (PERCENTAGE)
Area 2009 2010% 2011 2012 2013
South%Fraser
58.0
61.8
59.6
62.0
58.0
BC
58.6
60.6
60.9
60.0
58.5
Canada
60.5
60.1
59.9
59.9
59.4
%Source:%Canadian%Health%Indicator%Profile%
SELF-REPORTED OVERWEIGHT OR OBESE, AGED 18 AND OLDER (PERCENTAGE)
Area
2009 2010 2011 2012 2013
South%Fraser
51.8
44.3
49.1
48.9
44.5
BC
45.1
44.4
46.6
46.5
46.9
Canada
51.6
52.3
52.1
52.5
53.6
Source:%Canadian%Health%Indicator%Profile%
SELF-REPORTED MODERATE OR ACTIVE PHYSICAL ACTIVITY DURING LEISURE TIME, AGE 12
AND OLDER (PERCENTAGE)
2009 2010 2011 2012 2013
South%Fraser
53.6
54.7
55.8
55.9
64.4
BC
60.3
58.3
59.6
61.3
64.0
Canada
52.5
52.1
53.8
53.9
55.2
SELF-REPORTED CONSUMPTION OF 5 OR MORE FRUITS AND VEGETABLES PER DAY, AGE 12
AND OLDER (PERCENTAGE)
2009 2010 2011 2012 2013
South%Fraser
45.0
41.1
40.1
38.7
36.6
BC
45.7
42.3
40.7
42.1
40.7
Canada
45.6
43.3
40.4
40.6
40.8
!
!
"
October"7,"2014"
Page"15"
SELF-REPORTED CURRENT SMOKER, AGED 12 AND OLDER (PERCENTAGE)
2009 2010 2011 2012 2013
South%Fraser
13.3
14.2
12.0
10.9
12.3
BC
16.0
17.4
15.8
14.5
16.2
Canada
20.1
20.8
19.9
20.3
19.3
SELF-REPORTED HEAVY DRINKERS (CONSUMED 5 OR MORE DRINKS ON ONE OCCASION AT
LEAST ONCE A MONTH IN THE LAST YEAR) AGED 12 AND OLDER (PERCENTAGE) !
*In 2013 the definition of heavy drinkers was changed to match the World Health Organization definition. The percentages for
2013 cannot be compared to other years.
2008 2009 2010 2011 2012 2013*
South%Fraser
12.9
14.8
14.5
13.8
13.4
17.5
BC
15.5
16.1
15.7
16.6
16.1
17.4
Canada
16.7
17.2
17.3
19.0
17.4
18.9
Source:%Canadian%Health%Indicator%Profile
SELF-REPORTED VERY GOOD OR EXCELLENT MENTAL HEALTH, AGED 12 AND OLDER
(PERCENTAGE)
2009 2010 2011 2012 2013
South%Fraser
73
70.3
65.6
66.3
67.9
BC
70.4
71.6
69.7
67.8
67.1
Canada
73.9
73.9
72.6
71.7
71.1
SELF-REPORTED STRESS LEVEL PERCEIVED AS “QUITE A LOT,” AGED 15 AND OLDER
(PERCENTAGE)
2009 2010 2011 2012 2013
South%Fraser
BC
Canada
20.4
27.7
17.8
18.6
17.9
20
22.8
20.4
21.5
22.1
23.2
23.5
23.6
22.7
23.0
!
!
"
October"7,"2014"
Page"16"
SUPPLY, DISTRIBUTION AND MIGRATION OF CANADIAN PHYSICIANS
Area
2008%%
number%of%
family%
doctors
Surrey%(South%
Fraser%HSDA)
2012%%
number%of%
family%
doctors
520
2012%number%
of%family%
doctors%per%
100,000%
populaSon
613
83
2008%%
number%of%
specialist%
doctors
2012%
number%
of%
specialist%
doctors
333
371
2012%
number%of%
specialist%
doctors%per%
100,000%
populaSon
50
BC
122
99
Canada
109
106
Source:%Canadian%InsStute%for%Health%InformaSon%
NURSES IN 2011 PER 100,000 POPULATION
Area
Registered%nurses% 2011%licensed%pracScal%
nurses
Psychiatric%nurses%
Surrey%(South%Fraser%
HDSA)
407
144
45
BC%(“direct%care”%total)
534
180
45
Canada
671
237
43
Source:%Canadian%InsStute%for%Health%InformaSon,%Canadian%Trends%2007%to%2011%
!
!
"
October"7,"2014"
Page"17"
Health and well-being: Works cited in this section
Canadian"Ins;tute"for"Health"Informa;on."Supply,"Distribu;on"and"Migra;on"of"Canadian"Physicians"
2012."h_ps://secure.cihi.ca/estore/productFamily.htm?locale"="en&pf"="PFC2352"
"Canadian"Ins;tute"for"Health"Informa;on."Regulated*Nurses:*Canadian*Trends,*2007*to*2011."h_ps://
secure.cihi.ca/free_products/Regulated_Nurses_EN.pdf"
Sta;s;cs"Canada."Canadian"Health"Indicator"Profile:"Table"105I0501."h_p://www5.statcan.gc.ca/cansim/
a26?lang"="eng&retrLang"="eng&id"="1050501&tabMode"="dataTable&srchLan"="I1&p1"="I1&p2"
="9"
Surrey"Memorial"Founda;on."Surrey*Health*Campus."h_ps://www.smhfounda;on.com/sites/
smhfounda;on.com/files/file_upload/acrobat/NEW_Fact_Sheets/
Surrey_Memorial_Hospital_Campus_Fact_Sheet_I120612.pdf"
Surrey"Memorial"Founda;on."Number*of*Babies*born*at*SMH."h_ps://www.smhfounda;on.com/sites/
smhfounda;on.com/files/file_upload/acrobat/NEW_Fact_Sheets/
Surrey_Memorial_Hospital_NeoNatal_Intensive_Care_Unit_NICU_Fact_SheetI120322.pdf"
!
!
"
October"7,"2014"
Page"18"
Learning (IV)
FULL-TIME EQUIVALENT FUNDED ENROLLMENT
Area%
Surrey
BC
2009/10
2010/11
2011/12
2012/13
2013/14
%%growth%
2009%to%
2013
67,851
69,254
70,081
69,239
69,372
2.24
555,706
555,072
555,377
546,832
543,034
I2.28
Source:%Ministry%of%EducaSon%%
COMPLETION RATES FOR HIGH SCHOOL (PERCENTAGE OF POPULATION OVER 24 YEARS
OLD)
Area
2006
2011
Surrey
14.9
12.7
BC
12.4
10.1
Canada
15.4
12.7
Source:%Census%2006,%NHS2011%
HIGHEST EDUCATION OF THOSE AGED 25 TO 65 YEARS (PERCENTAGE OF POPULATION)
Area
Surrey%2006%%
(populaSon:%
214,870)
Surrey%2011%%
(populaSon:%
256,930)
BC%2011%%%
(populaSon:%
2,451,615)
No%cerSficate,%diploma%or%degree
15
12.7
10
High%school%cerSficate%or%equivalent%
n/a
29
25
ApprenSceship%or%trades%cerSficate%or%
diploma
11
9.2
11
College,%CEGEP%or%other%nonEuniversity%
cerSficate%or%diploma
18.6
18
19
University%cerSficate%or%diploma%below%
the%bachelor%level
7
7.7
6
19.6
23.7
27"
University%cerSficate,%diploma%or%
degree,%bachelor%level%or%above
!
"
October"7,"2014"
Page"19"
Learning: Works cited in this section
Ministry"of"Educa;on."School*InformaEon."h_p://www.bced.gov.bc.ca/apps/imcl/imclWeb/
SchoolContacts.do?distNo"="036&distName"="Surrey"
Ministry"of"Educa;on."Comple;on"rates"for"BC"in"2013"from"SixIYear"Comple;on"and"Grade"12"
Gradua;on"Rates"I"2012/13."h_p://www.bced.gov.bc.ca/reports/pdfs/gradua;on/prov.pdf"
Ministry"of"Educa;on."comple;on"rates"for"Surrey"in"2013"from"SixIYear"Comple;on"and"Grade"12"
Gradua;on"Rates"I"2012/13."h_p://www.bced.gov.bc.ca/reports/pdfs/gradua;on/036.pdf""
Ministry"of"Educa;on."FTE"informa;on"from"Bri;sh"Columbia"School"District"Revenue"and"Expenditure"
Report."Table"1"FTE"Funded"Enrollment."h_p://www.bced.gov.bc.ca/accountability/district/
revenue/1415/pdf/table01.pdf"
Reynolds,"Sheila."Number"of"portable"classrooms"in"Surrey"from"Surrey*School*District*facing*$8.5M*
budget*shorJall."Surrey"North"Delta"Leader"May"22,"2014."
h_p://www.surreyleader.com/news/260193691.html"
Sta;s;cs"Canada."NHS"Profile:"Surrey,"CY."h_p://www12.statcan.gc.ca/censusIrecensement/2011/asIsa/
fogsIspg/FactsIcsdIeng.cfm?LANG"="Eng&GK"="CSD&GC"="5915004"
Sta;s;cs"Canada."2006"Community"Profiles:"Surrey,"CY."h_p://www12.statcan.gc.ca/censusI
recensement/2006/dpIpd/prof/92I591/details/page.cfm?B1"="All&Code1"="5915004&Code2"="
59&Custom"="&Data"="Count&Geo1"="CSD&Geo2"="PR&Lang"="E&SearchPR"="01&SearchText"="
Surrey&SearchType"="Begins"
Eng&GC"="59"
Sta;s;cs"Canada."NHS"Profile,"Canada,"2011."Found"at"h_p://www12.statcan.gc.ca/nhsIenm/2011/dpI
pd/prof/details/page.cfm?Lang"="E&Geo1"="PR&Code1"="01&Data"="Count&SearchText"="
Canada&SearchType"="Begins&SearchPR"="01&A1"="All&B1"="All&Custom"="&TABID"="1"
!
!
"
October"7,"2014"
Page"20"
Housing (V)
GROSS SHELTER-TO-INCOME RATIO 2010 (PERCENTAGE OF POPULATION
Area
Households%
spending%30%%or%
more%of%their%
income%on%rent
Households%
spending%30%%or%
more%of%their%
income%on%owner’s%
payments
Surrey
37.7
27.3
BC
45.3
23.8
Canada
40.1
18.5
Source:%NHS2011%
SURREY AREA MEDIAN PRICES (IN DOLLARS)
Neighbourhood Apartment% Apartment% Townhouse% Townhouse% Detached%
April%2013% April%2014 April%2013 April%2014 April%2013
Detached%
April%2014
White%Rock/
South%%Surrey
255,000
285,000
420,000
424,900
821,000
878,000
Central
200,000
200,000
319,450
319,450
568,000
570,000
Cloverdale
190,000
222,000
319,500
349,500
538,000
580,000
North
200,000
194,200
270,000
336,228
485,000
525,000
Source:%Fraser%Valley%Real%Estate%Board,%Monthly%StaSsScs%Package,%April%2014,%MLS%Summary%
SURREY RENTS (IN DOLLARS)
Type
October%2012
October%2013
Unadjusted%increase%
(%)%
Bachelor
614
632
3
1%bedroom
723
751
4
2%bedroom
886
921
4
3+%bedroom
1105
1158
6
Source:%Fall%2013%CMHC%Rental%Market%Report%E%Vancouver%and%AbbotsfordEMission%CMAs%
!
!
"
October"7,"2014"
Page"21"
SURREY RENTAL VACANCY RATE
Type
October%2012
October%2013
Change%(%)
Bachelor
3.5
1.4
I"60
1%bedroom
5.2
5.1
I2
2%bedroom
6.5
3.5
I46
3+%bedroom
7.2
5.4
I25
Source:%Fall%2013%CMHC%Rental%Market%Report%E%Vancouver%and%AbbotsfordEMission%CMAs%
SURREY SOCIAL HOUSING WAITLIST
2009 2010
Family
2011
2012
2013
498
589
652
664
631
70
84
105
88
86
Seniors
154
195
226
227
266
Persons%with%disabiliSes
169
195
233
261
276
14
39
52
65
62
Single%Person
Wheelchair%accessible%unit
All
Increase%(%)
905 1,102 1,268 1,305 1,321
27
46
Source:%Metro%Vancouver%Housing%Data%Book%2014,%SecSon%3.5%
!
Housing: Works cited in this section
Canadian"Mortgage"and"Housing"Corpora;on."Rental"Market"Report."Date"released"Fall"2013."h_p://
www.cmhcIschl.gc.ca/odpub/esub/64467/64467_2013_A01.pdf"
Fraser"Valley"Real"Estate"Board."Monthly"Sta;s;cs"Package."April"2014."h_p://www.fvreb.bc.ca/sta;s;cs/
Package%20201404.pdf"
Metro"Vancouver."Metro"Vancouver"Housing"Data"Book."Revised"March"2014."h_p://
www.metrovancouver.org/about/publica;ons/Publica;ons/MV_Housing_Data_Book.pdf"
!
!
"
October"7,"2014"
Page"22"
Getting Started (VI)
ORIGIN OF THOSE WHO MIGRATED TO SURREY 2011
Area
Lived%outside%of%Surrey%in%the% Lived%outside%of%Surrey%in%the%
previous%year
previous%5%years
Surrey%
Within"the"province:"16,195"
Within"Canada:"2,925"
Outside"of"Canada:"6,015
Within"the"province:"44,655"
BC%
%Source:%NHS2011%
TOP 10 COUNTRIES OF BIRTH IN 2011 (EXCLUDING CANADA)
Country
In%household%(%)
India
15
Philippines
4
China
2
United"Kingdom
2
Fiji
2
Korea
1
Taiwan
1
Vietnam
1
Pakistan
1
United"States
1
Source:%NHS2011%
SURREY UNEMPLOYMENT RATES
Group
2006%(%)% 2011%(%)%
Immigrants"who"have"been"in"Canada"for"less"than"5"years
9.7
13
Immigrants"who"have"been"in"Canada"for"more"than"5"years"
5.6
8
Total"popula;on
5.7
7.9
Source:%City%of%City%Sustainability%Dashboard%
!
"
October"7,"2014"
Page"23"
Getting started: Works cited in this section
City"of"Surrey."Sustainability"Dashboard."Found"at%h_p://dashboard.surrey.ca/#economy/
householdincome"
Kwantlen"Polytechnic"University."Sta;s;cs"provided."
Ministry"of"Advanced"Educa;on."Educa;on"costs."From"h_p://www.aved.gov.bc.ca/tui;on/welcome.htm"
Simon"Fraser"University."Sta;s;cs"provided."
Simon"Fraser"University."Enrollment"Sta;s;cs"from"Enrollment"Dashboard.%h_p://www.sfu.ca/irp/
enrollments/EnrollmentDashboard.html"
(5915004)"CY."
Surrey"Board"of"Trade."Can*the*Future*Learn*in*Surrey*and*in*the*South*Fraser?"h_p://
www.businessinsurrey.com/storage/advocacy_docs/Post%20Secondary%20Educa;on
%20PaperI1.pdf"
Welcoming"Communi;es"Project."Refugee"newcomers"in"Surrey:"Changing"Faces"and"Neighbourhoods"
2010I2012."h_p://www.wicsurrey.org/sites/wicsurrey.org/files/file_upload/
Refugee_Newcomers_in_SurreyIChanging_Faces_and_Neighbourhoods.pdf"
!
"
!
October"7,"2014"
Page"24"
Arts and Culture (VII)
CANADIAN PUBLIC LIBRARY STATISTICS 2012
Area
Registered%users%(%%
of%populaSon)%
Visits%per%
capita
CirculaSon%per%
capita
Expenditure%per% PopulaSon%per%
capita
library
Surrey
33.9
5.2
8.8
34.8
52,594
BC
37.6
6.8
9.1
55.0
18,622
42.9"(mean)
5.9"(median)
11.4"(median)
44.7"(median)
Canada%
30,171"(mean)
Source:%Canadian%Urban%Libraries%Council%
SURREY LIBRARIES STATISTICS 2007–2012
Year
PopulaSon Registered%users% Annual%inE
(%%of%populaSon)% person%visits
Visits%
per%
capita
CirculaSon%
per%capita
Expenditure%per%
capita%%
(unadjusted)%($)%
2007
402,281
59.3
2,399,787
5.96
9.77
29.71
2008
424,044
61.0
2,636,764
6.22
10.37
29.39
2009
434,033
65.0*
2,505,555
5.77
9.44
30.49
2010
446,670
33.8
2,437,539
5.46
9.02
28.05
2011
462,454
34.6
2,354,105
5.09
8.90
33.30
2012
473,347
33.9
2,451,807
5.18
8.77
34.80
Source:%Data%BC%
EMPLOYMENT IN CULTURAL INDUSTRIES 2011
Area
Professional%
Technical%occupaSons% Arts,%entertainment%
occupaSons%in%arts% in%arts,%culture,%
and%recreaSon%
and%culture%
recreaSon%and%sport% (NAICS)*%
Surrey
BC
1,695
3,450
4,265
Arts,%culture,%
recreaSon,%and%sport%
(%%of%total%
employment)
2.09
n/a
n/a
n/a
3.41
Canada% n/a
n/a
n/a
2.86
*North American Industry Classification System"
Source:%Centre%for%the%Study%of%Living%Standards%
!
"
!
October"7,"2014"
Page"25"
APPROXIMATE ATTENDANCE AT CULTURAL EVENTS
Event
A>endance
LocaSon
Date
Canada"Day"
Celebra;ons
100,000
Cloverdale"Millennium"Amphitheatre
July"1
Fusion"Fes;val
90,000
Holland"Park
Third"weekend"of"
July
Party"for"the"Planet
20,000
Plaza"at"City"Hall
Earth"Day"(April"22)"
weekend
Tree"Ligh;ng"Fes;val
15,000
Central"City"Plaza
Fourth"Saturday"of"
November
Mul;ple"loca;ons
Third"Saturday"of"
June
Doors"Open
Surrey"Interna;onal"
Children’s"Fes;val
Third"weekend"of"
May
Surrey"Fest"Downtown
Central"City"Plaza"and"North"Surrey"
Recrea;on"Centre
Surrey"Greek"Food"
Fes;val
132"Street"and"96th
Newton"Community"
Fes;val
Vaisakhi"Parade
200,000
Fleetwood"Fes;val
86,000
Third"Saturday"of"
June
Starts"at"Gurdwara"Dashmesh"Darbar"
Temple"(12885"85th
Vaisakhi"Day
Surrey"Arts"Centre
March"through"April
Cloverdale"Rodeo"and"Fairgrounds
Long"weekend"of"
May
Fleetwood"Community"Centre
Second"Saturday"of"
September
Source:%Tourism%Surrey%and%City%of%Surrey%
!
Second"week"of"June
Newton"Recrea;on"Centre
Surrey"Fes;val"of"
Dance
Cloverdale"Rodeo
Second"Saturday"of"
June
!
"
October"7,"2014"
Page"26"
Arts and culture: Works cited in this section
Canadian"Urban"Libraries"Council."Canadian*Public*Library*StaEsEcs.%h_p://www.culc.ca/cms_lib/
2012%20Canadian%20Public%20Library%20Sta;s;cs.pdf"
Centre"for"the"Study"of"Living"Standards."Data"provided."
City"of"Surrey."Provided"informa;on."
Data"BC."BC*Public*Library*StaEsEcs.%h_p://www.data.gov.bc.ca/dbc/catalogue/detail.page?config"="
dbc&P110"="recorduid:178444&recorduid"="178444&;tle"="BC%20Public%20Libraries
%20Sta;s;cs,%202002I2012"
Surrey"Libraries."Annual"Report"2013."h_p://www.surreylibraries.ca/files/AnnualReport2013.pdf"
Tourism"Surrey."Informa;on"on"fes;vals."h_p://www.tourismsurrey.com/fes;vals/"
!
!
"
October"7,"2014"
Page"27"
Environment (VIII)
Environment: Works cited in this section
City"of"Surrey."Provided"informa;on."
City"of"Surrey."Sustainability"Dashboard."Found"at"h_p://dashboard.surrey.ca/#water_and_waste"
City"of"Surrey."Informa;on"on"individual"parks"at"Parks*in*Surrey."h_p://www.surrey.ca/cultureI
recrea;on/2015.aspx"
Metro"Vancouver."Tynehead"Regional"Park"at"h_p://www.metrovancouver.org/services/parks_lscr/
regionalparks/Pages/Tynehead.aspx"
Metro"Vancouver"(Greater"Vancouver"Regional"District)."Tynehead*Regional*Park*Management*Plan.*
2004."h_p://www.metrovancouver.org/about/publica;ons/Publica;ons/
TyneheadManagementPlan.pdf"
Ministry"of"Agriculture."Land*Use*Inventory*Report:*City*of*Surrey,*Summer*2010."Ref."No."
800.510I36.2013."h_p://www.al.gov.bc.ca/resmgmt/sf/gis/lui_reports/
Surrey2010_ALUIReport_complete.pdf"
!
!
"
October"7,"2014"
Page"28"
Economy and Work (IX)
2011 UNEMPLOYMENT AND PARTICIPATION RATES (M = MALE, F = FEMALE)
Area
Unemployment%
ParScipaSon%
Surrey
7.9"(M"="7.4,"F"="8.6)
65.6 (M = 71, F = 60)
BC
7.8"(M"="8.1,"F"="7.4)
64.6"(M"="68,"F"="60)
Canada
7.8"(M"="8.0,"F"="7.4)
66.0"(M"="71,"F"="62)
Source:%NHS2011%
MEDIAN AND AVERAGE EMPLOYMENT INCOME 2010 ($)
Area
Median%
Average%
Surrey
45,642"
53,208
BC
49,143
58,016
Canada
47,868
58,129
Source:%NHS2011%
WORKING POOR (FULL-TIME EMPLOYEES NOT MAKING A LIVING WAGE) 2011 (% OF FULL-TIME
WORKERS)
Area
Earning%less%than%
$20,000%for%fullESme%
work
Earning%less%than%
$30,000%for%fullESme%
work
Surrey
40.1
53.9
BC
37.9
51.4
Canada
36.0
50.1
!Source:%Centre%for%Study%of%Living%Standards.%
PRE-TAX FAMILY INCOME 2010 ($)
Area
Median%
Average%
Surrey
92,446
78,283"
BC
91,967
75,797
Canada
94,125
76,511
Source:%NHS2011%
!
"
October"7,"2014"
Page"29"
SURREY EMPLOYMENT INDUSTRY TYPES AND POPULATIONS
Industry%type*
PopulaSon%over%age%15%
in%industry%
Percentage%of%populaSon%
in%industry
"44I45"Retail"trade
28,050
11.71
"62"Health"care"and"social"assistance
23,500
9.81
"31I33"Manufacturing
22,260
9.30
"23"Construc;on
21,685
9.06
"48I49"Transporta;on"and"warehousing
19,950
8.33
"72"Accommoda;on"and"food"services
16,130
6.74
"54"Professional,"scien;fic,"and"technical"services
14,535
6.07
"61"Educa;onal"services
13,860
5.79
"41"Wholesale"trade
12,295
5.13
"81"Other"services"(except"public"administra;on)
12,295
5.13
and"remedia;on"services
12,275
5.13
"91"Public"administra;on
11,615
4.85
"52"Finance"and"insurance
9,550
3.99
"56"Administra;ve"and"support,"waste"management"
2.19
"11"Agriculture,"forestry,"fishing,"and"hun;ng
5,240
"51"Informa;on"and"cultural"industries
Total%
*North American Industry Classification System
Source:%NHS2011%
5,065
2.12
228,305
100
!
"
October"7,"2014"
Page"30"
%%
Source:%City%of%Surrey,%Sustainability%Dashboard%
!
Economy and work: Works cited in this section
City"of"Surrey."Sustainability"Dashboard."h_p://dashboard.surrey.ca/#economy/business"
City"of"Surrey."Largest"employers."Found"in"2013*Annual*Report*Highlight.*h_p://www.surrey.ca/files/
2013_COS_Annual_Report_HIGHLIGHTS_web(1).pdf"
Eng&GC"="59"
Page.cfm?Lang"="E&Geo1"="CSD&Code1"="5915004&Geo2"="PR&Code2"="01&Data"="
Count&SearchText"="surrey&SearchType"="Begins&SearchPR"="01&B1"="All !
"
October"7,"2014"
Page"31"
Belonging and Leadership (X)
SELF-IDENTIFIED “STRONG” OR “SOMEWHAT STRONG” SENSE OF COMMUNITY BELONGING
(%)
Area
2009 2010 2011 2012 2013
Surrey%(Fraser%South%HSDA)
65.3
71.9
62.1
66.7
72.6
BC
68.9
69.7
69
67.6
70.4
Canada
65.4
65.4
64.8
66.1
65.9
SELF-IDENTIFIED AS “SATISFIED” OR “VERY SATISFIED” WITH LIFE (%)
Area
2009 2010 2011 2012 2013
Surrey%(Fraser%South%HSDA)
89.0
91.0
93.7
89.2
94.2
BC
90.9
91.5
91.9
92.4
91.2
Canada
92.1
92.1
92.3
92.4
91.7
Source: Surrey’s Vital Signs 2014 Survey
!
"
!
October"7,"2014"
FEDERAL ELECTION VOTER TURNOUT (%)
Area
2008 2011
Surrey
59.9
58.7
60
60.4
58.8
61.1
BC
Canada
Source:%ElecSons%Canada%
PROVINCIAL ELECTION VOTER TURNOUT (%)
Area
2013%
BC"overall
57.10
Surrey"overall
54.85
Cloverdale
57.40
Fleetwood
55.40
Green"Timbers
51.70
Newton
52.00
Panorama
57.30
Tynehead
51.60
Whalley
45.60
South"Surrey/White"Rock
64.60
Source:%ElecSons%BC%
!
Page"32"
!
"
October"7,"2014"
Page"33"
Belonging and leadership: Works cited in this section
Elec;ons"BC."Data"from"40th*General*ElecEon."h_p://www.elec;ons.bc.ca/docs/rpt/2013GE/SRC.pdf"
Elec;ons"Canada."Data"from%41st*General*ElecEon*–*PollXbyXPoll*Results*–*Raw*Data.!h_p://
www.elec;ons.ca/scripts/resval/ovr_41ge.asp?ddlEDRes_prov"="59&lang"="e"
Elec;ons"Canada."Data"from%40th*General*ElecEon*–*PollXbyXPoll*Results*–*Raw*Data.!h_p://
www.elec;ons.ca/scripts/resval/ovr_40ge.asp?prov"="&lang"="e"
CivicInfoBC."BC"Municipal"Voter"Turnout"Calcula;ons"I"November"19,"2011."h_p://www.civicinfo.bc.ca/
Library/Elec;ons/BC_Voter_Turnout%20II%20Elec;ons%20BC%20II2011.pdf"
Sta;s;cs"Canada."Canadian"Health"Indicator"Profile:"Table"105I0501."h_p://www5.statcan.gc.ca/cansim/
a26?lang"="eng&retrLang"="eng&id"="1050501&tabMode"="dataTable&srchLan"="I1&p1"="I1&p2"
="9"
!
"
!
October"7,"2014"
Page"34"
Getting Around (XII)
SURREY COMMUTING STATISTICS
Area
Median%Sme%for%commute%(in% Percentage%difference%Surrey%to%area
minutes)
Surrey
30.2
BC
20.4
48.0%
Canada
20.5
47.3%
Source:%Centre%for%the%Study%of%Living%Standards%
SURREY WORKING POPULATION’S “LEAVING FOR WORK” TIMES 2011
Time%
PopulaSon%travelling%to%work
Percentage%of%working%populaSon*%
5.00%to%6.59%am
61,530
29.0
7.00%to%9.00%am
100,900
47.6
49,290
23.3
Aaer%9.00%am
*Surrey’s*working*populaEon*is*211,720*and*is*defined*as*being*over*15*years*of*age*
Source:%NHS2011%
MODES OF TRANSPORTATION FOR SURREY’S WORKING POPULATION
Mode
2006%
Number%
travelling%to%
work
2006%%
As%a%percentage%of%
the%working%
populaSon%
(184,360)
2011%%
Number%
travelling%to%
work%
2011%
As%a%percentage%of%
the%working%
populaSon%
(211,720)
Car,%truck%or%van%
(as%a%driver)
140,295
76.1
162,090
76.6
Car,%truck%or%van%
(as%a%passenger)
16,315
8.8
13,985
6.6
Public%transit
20,040
10.8
27,040
12.8
5,595
3.0
6,195
2.9
2,410
1.1
Walking%or%
cycling,%or%both%
Other%modes
1.1"
2,115
*Surrey’s*working*populaEon*is*defined*as*being*over*15*years*of*age.*
"
!
October"7,"2014"
SURREY’S TOP-TEN ACCIDENT HOT SPOTS
Rank
Loca;on
1
88th"Avenue"and"King"George
2
128th"Street"and"King"George
3
72nd"Avenue"and"King"George
4
64th"Avenue"and"King"George
5
152nd"Street"and"56th"Avenue
6
128th"Street"and"88th"Avenue
7
120th"and"72nd"Avenue
8
56th"Avenue"and"58th"Avenue"and"King"George"and"turning"lane"
(Highway"10"and"King"George)
9
64th"Avenue"and"Fraser"Highway"and"turning"lane
10
96th"Avenue"and"Fraser"Highway"and"turning"lane
ICBC.%Lower%Mainland%Crash%Map%
CRIMINAL CODE TRAFFIC OFFENSES (NUMBER PER 100,000 PERSONS)
Area
2009
Surrey
401.7 406.6 447.2 376.1 453.3
BC
489.6 458.1 500.3 396.0 382.0
Canada
n/a"
2010
n/a"
2011
n/a"
2012
2013
n/a" 388.0
!
Page"35"
!
"
October"7,"2014"
Page"36"
Getting there: Works cited in this section
ICBC."Lower"Mainland"Crash"Map."h_p://www.icbc.com/aboutIicbc/newsroom/Pages/LowerIMainlandI
CrashIMap.aspx"
Eng&GC"="59"
Page.cfm?Lang"="E&Geo1"="CSD&Code1"="5915004&Geo2"="PR&Code2"="01&Data"="
Count&SearchText"="surrey&SearchType"="Begins&SearchPR"="01&B1"="All"
(5915004)"CY."
Sta;s;cs"Canada."Table"427I0002"Number"of"vehicles"travelling"between"Canada"and"the"United"States,"
monthly"(number)."h_p://www5.statcan.gc.ca/cansim/a33?RT"="TABLE&sortby"="id&themeID"="
4021&spMode"="tables&lang"="eng&pageNum"="3"
Appendix(3(
Surrey,(BC(–(Ethnic(Radio(Study(
Consumer(Survey(prepared(by(Goldfarb(Intelligence(Marketing(
September(2015(
Surrey,'BC''
Ethnic'Radio'Study'
September,)2015)
Table)of)Contents)
Background)and)Objec>ves
)
)
Methodology
)
)
)
Key)Takeaways
)))))))))))))))))))))))))))))))))))
)
Detailed)Results)
)
)
◦  Radio)Listening)Behaviour)
))8)
◦  Evalua>on)of)New)Radio)Sta>on)
))15)
)3)
)4)
)6)
)7)
)
Appendix)–)Demographics
)))))))))))))))
Appendix)–)Final)Ques>onnaire )))))))))))))))
)
2)
)22)
)25)
Background)and)Objec>ves)
) With)a)current)popula>on)of)over)468,000)(2011)census))and)popula>on)
projec>ons)of)increasing)an)addi>onal)250,000)people)in)the)next)30)years,)Surrey,)
Bri>sh)Columbia)is)one)of)the)fastest)growing)ci>es)in)Canada.)
) In)addi>on)to)having)a)fast[growing)popula>on,)Surrey)is)a)very)diverse)ethnic)
community,)where)English)is)not)the)first)language)for)43%)of)residents.))With)
Hindi,)Punjabi)and)Chinese)(Mandarin,)Taiwanese,)Shanghainese,)Chaochow,)and)
Fukien))as)the)most)prevalent)languages)other)than)English)spoken,)Ethnic)Channels)
Group)Limited)commissioned)Goldfarb)Intelligence)Marke>ng)to)conduct)research)
that)would:))
◦  Explore)Surrey)residents’)interest)in)a)new)ethnic)radio)sta>on)that)would)broadcast)in)
residents’)other)spoken)language)(Hindi,)Punjabi),)as)well)as)provide)news)and)
informa>on)about)the)local)communi>es)on)its)diverse)ethnic)cultures,)upcoming)
events,)ac>vi>es,)music,)weather,)traffic)and)sports;)
◦  Establish)whether)an)ethnic)radio)sta>on)in)Surrey)would)be)viable)and)should)be)
pursued)via)an)CRTC)applica>on.)
3)
Methodology)
) Research)was)conducted)between)July)31)–)August)16,)
2015)in)Surrey,)Bri>sh)Columbia.)
) A)total)sample)of)N=505)was)achieved,)including)the)
following)segments:))
!  Language)Spoken:))Hindi*)(n=67),)Punjabi*)(n=208),)English)
Only)(n=221),)Net)Other)(n=284).))
!  Radio)Sta>on)Listened)To:))Red)FM)(n=213),)Radio)India/
Punjabi)(n=191),)All)Others)(n=314))
) Where)applicable,)comparisons)are)made)between)
respondents)by)age)(18[44,)45[64,)65+),)place)of)birth))
(in)Canada)or)elsewhere),)and)by)gender.)
) Respondents)were)qualified)on)the)following:)
!  Must)be)18)yrs.)of)age)or)older)
!  Must)live)in)Surrey,)Bri>sh)Columbia)
!  Must)not)work)in)a)conflic>ng)industry)or)occupa>on)
(market)research,)adver>sing)agency,)media)outlet)such)as)
radio)or)television))
!  Must)listen)to)the)radio)at)least)a)few)>mes)a)month)
Survey)Flow)
Screener)
Radio)Listening)Behaviour)
Ethnic)Radio)&)Mul>[Cultural)
Antudes)–)Agreement)Statements)
Sa>sfac>on)&)Interest)with))
Radio)Programming)
Likelihood)of)Listening)to)a)New)
Radio)Sta>on)
Appendix:)Respondent)Profile)
) Gender)was)monitored)for)representa>ve)distribu>on.)
*Note:''54'respondents'in'the'Hindi'and'Punjabi'segments'speak'both'
languages.'
4)
Methodology)cont’d'
)
Results)based)on)30)or)fewer)respondents)are)flagged)with)a)double)asterisk)(**))and)are)not)
reported.)
The)full)bases)have)been)shown)on)the)exhibits)in)this)report.))In)the)majority)of)cases,)don’t'
know,'refused'and)nonGapplicable'responses)have)been)excluded)in)the)calcula>on)of)
percentages.)
Percentages)may)not)always)add)to)100)due)to)rounding)and/or)non[response.)
Data)in)this)report)have)been)tested)for)sta>s>cal)significance)at)a)95%)confidence)level.)When)
numbers)are)tested)across)columns)in)a)table,)the)following)system)is)used:)
)
)
Column'A'
Column'B'
Column'C'
Row)1)
70'BC'
42))
41)
Row)2)
55)
44)
41)
Row)3)
32)
27'
37'B'
The)70%)in)column)A)is)
significantly)higher)than)
both)Column)B)and)
Column)C)
The)37%)in)column)C)
is)significantly)higher)
than)only'Column)B)
5)
Key'Takeaways'
" 
There is demand for an ethnic radio station in Surrey. Three-quarters of Surrey
residents and 85% of Punjabi speakers agree with “I wish there were more
listening options for ethnic radio in Surrey.”
" 
82% of Surrey residents and 88% of Punjabi speakers agree with a radio station
which focuses on the different cultures in our community has an important role to
play in promoting awareness of others.
" 
Almost all, 97%, of Punjabi speakers say they are likely to listen to a new radio
station that offered programming in news, music and other information in Punjabi
in Surrey. 64% would listen to same in English.
" 
71% of English only speakers indicate they would be likely to listen to a new radio
station that offered programming including music, news and information about
Surrey’s vibrant cultural communities in English.
Q3))Please)tell)me)to)what)extent)you)agree)or)disagree)with)the)following)statements…[IF)AGREE,)ASK:)Is)that)strongly)or)somewhat)agree?])[IF)DISAGREE,)ASK:))Is)that)strongly)or)
somewhat)disagree?].))Base:)Total)(N=505),)Hindi)(n=67),)Punjabi)(n=208),)English)Only)(n=221),)Net)Other)(n=284))
6)
Detailed)Results)
7)
Radio)Listening)Behaviour)
8)
Incidence)of)Radio)Listening)[)General)
! 
Frequency)of)radio)listening)is)high)overall,)with)6)in)10)respondents)saying)they)tune)into)the)radio)a)few)
>mes)per)day.)
! 
Those)who)speak)Punjabi)and)only)English)tend)to)listen)to)the)radio)more)frequently)than)Hindi[speaking)
respondents.)
Incidence'of'Radio'Listening'(%)''
Among'Total'Sample'
14'
4'3'
A)few)>mes)per)day)
Once)per)day)
61'
18'
A)few)>mes)a)week)
Once)a)week)
A)few)>mes)a)month)
Language Spoken
Incidence of
Radio Listening (%)
Total
Hindi
A
Base'n'='
505'
67'
A)few)>mes)per)day)
Once)per)day)
61)
18)
A)few)>mes)per)week)
Once)a)week)
A)few)>mes)a)month)
B
English
Only
C
NET
Other
D
208'
Punjabi
221'
284'
57)A)
20)
65)
16)
14)
39)
16)
33)BC)
65)A)
15)
13)
16)
12)
4)
3)
8)
5)
4)
2)
5)
3)
4)
3)
QS5.))I)am)interested)in)finding)out)more)about)your)radio)listening)habits.)Please)think)about)all)the)radio)you)listen)to)including)when)you)wake)up,)in)the)car,)at)work)or)doing)
things)around)your)home)and)any)other)>me)you)listen)to)radio.))Do)you)usually)listen)to)the)radio:))
9)
Incidence)of)English)Radio)Listening)))
! 
Respondents)who)speak)a)language)other)than)Hindi)or)Punjabi)are)the)most)frequent)English)radio)listeners.)
! 
On)average,)Hindi)or)Punjabi[speaking)respondents)listen)to)English)radio)about)half)the)number)of)>mes)per)
month)than)those)who)speak)other)languages)in)addi>on)to)English.)
EnglishJOnly'Radio'(%)''
Among'Those'Who'Speak'A'Language'
Other'Than'English''
A)few)>mes)per)day)
24'
18'
Once)per)day)
12'
10'
A)few)>mes)a)week)
16'
Once)a)week)
20'
A)few)>mes)a)month)
Less)osen)
Net Other
Incidence of English Radio (%)
Languages
Born%in%Canada% %47%%
Born%Elsewhere %17%'
Language Spoken
Hindi
A
Punjabi
B
All Others
C
Base'n'='
284'
67'
208'
A)few)>mes)per)day)
Once)per)day)
24)
20)
16)
28)C)
15)
20)
54)AB)
12)
A)few)>mes)a)week)
16)
21)
20)
10)
12)
18)
19.3'
3)
10)
21)C)
18.9'
15)
13)AC)
14)
23)C)
15.7'
Once)a)week)
A)few)>mes)a)month)
Less)osen)
Average'Per'Month'(#)'
61'
3)
8)
3)
30.5'AB)
Q3b.)Again)thinking)about)your)current)listening,)how)osen)do)you)listen)to)radio)in)English?))Base:)Those)who)speak)languages)other)than)English)
10)
Incidence)of)Other)Language)Radio)Listening)
! 
Punjabi[speaking)respondents)listen)to)Punjabi)language)radio,)on)average,)four)>mes)more)than)those)
who)listen)to)Hindi)radio)and)almost)three)>mes)more)frequently)than)English)radio)listeners.))Punjabi)
speakers)are)dedicated)radio)listeners.)
! 
Those)who)speak)Punjabi,)are)born)outside)of)Canada)and)45)years)of)age)or)older)are)the)most)likely)to)
listen)to)radio)broadcasts)in)Punjabi.)
HindiJSpeaking'Radio'(%)''
PunjabiJSpeaking'Radio'(%)''
Among'Those'Who'Speak'A'Language'
Other'Than'English''
15'
15'
3'
'
5'4'21'2'
Once)per)day)
A)few)>mes)a)week)
15'
22'
30'
Average%Number%of%%
Days%Per%Month:%%
A)few)>mes)per)day)
11.2%
Once)a)week)
86'
%
40.9%)
%
A)few)>mes)a)month)
Less)osen)
Age%
18G44%%75%%
45G64%%94%%
65+%%%%%100%%
'
Born%Elsewhere %92%%
Born%in%Canada% %48%%
'
Q3c.)And)how)osen)do)you)listen)in)[INSERT)LANGUAGES)FROM)S7])[)FOR)THOSE)WHO)SAY)‘PREFER)NOT)SAY’,)ASK)‘IN)YOUR)OTHER)LANGUAGE’]?))Base:)Those)who)
speak)languages)other)than)English.))Hindi)(n=67),)Punjabi)(n=208))
11)
Radio)Listening)–)Time)of)Day)
! 
Punjabi[speaking)respondents)are)most)likely)to)listen)to)the)radio)in)the)morning)(at)breakfast))than)at)any)
other)day[part.)))
! 
Half)who)speak)Hindi)are)listening)to)the)radio)in)the)asernoon.))
! 
English[only)respondents)do)most)of)their)listening)mid[morning)or)in)the)asernoon.)
Radio'Listening'–'Time'of'Day'(%)'
Among'Total'Sample'&'By'Language'Spoken'
Total))
(N=505))
49)
39)BD'
31)30)
19)
Hindi)(A))
(n=67))
61)AC'
53)C'
40)
43)
24)
Punjabi)(B))
(n=208))
English)Only)(C))
)(n=221))
Net)Other)(D))
)(n=284))
Average'#'Occasions'
52)BD'
41)43)
31) 33)
Total:))2.3)
51) 51)BD'
44)
39) 38)
42)AC'
38) C'
30) 30)30)30) 30)
27)
25)
Hindi:)2.2'
Punjabi:)2.3)
English)Only:)2.4)
20)
Net)Other:))2.2)
5) 5) 3) 7) 4)
Morning)
(when)you)
wake)up))
Morning)(at) Mid[morning) Asernoon) Early)evening) Late)evening) Overnight)
breakfast))
Age%
Age%
Born%in%Canada %36%%
'
Mul>ple)men>ons)
Q2a.))At)what)>me)of)day)do)you)usually)listen)to)the)radio?)
18G44%%44%%
45G64%%46%%
65+%%%%%29%%
'
3)
3)A'3)
A'
2)
0)
Other)
18G44%%38%%
45G64%%52%%
65+%%%%%40%%
'
12)
Radio)Listening)[)Loca>on)
! 
Regardless)of)segment,)the)most)common)place)to)listen)to)the)radio)is)in)the)car.))At)home)is)the)next)most)
common)loca>on)for)listening.)
! 
Older)respondents)(65)years)or)older))are)much)more)likely)to)tune)in)at)home)compared)with)younger)
respondents,)likely)a)reflec>on)of)the)fact)that)these)older)respondents)spend)more)>me)at)home.)
Radio'Listening'–'Loca[on'(%)'
Total))
(N=505))
Hindi)(A))
(n=67))
Punjabi)(B))
(n=208))
English)Only)(C))
)(n=221))
Net)Other)(D))
)(n=284))
81)BD'
78)
75)
70) 70)
Average'#'Loca[ons'
Total:))1.4)
Hindi)(A):)1.4'
49)52)48)51)48)
Punjabi)(B):)1.3)
Age%
18G44%%38%%
45G64%%46%%
65+%%%%%71%%
'
9) 10)10) 7) 10)
In)the)car)
At)home)
Q2b.))Where)do)you)usually)listen)to)the)radio?)
At)work)
English)Only)(C):)1.4)BD))
Net)Other)(D):))1.3))
1) 0) 0)
2) AB'
1) 1) 2) 1) 0) 1)C' <1) 0) 0) 1) <1) 1) 2) 1) 1) 1)
Commu>ng)by)
public)transit)
Exercising)
Shopping)
Other)
13)
Share)of)Surrey)Radio)Market)
! 
! 
53%)of)Surrey)residents)listen)to)Canadian)ethnic)radio)(Red)FM/FM93.1,)Fairchild/FM)96.1,))Spice)Radio/AM)1200)or)
Fairchild/AM)1470).)
61%)of)Surrey)residents)listen)to)US)South)Asian)radio)sta>ons)(Radio)Punjab/AM)1600)or)Radio)India/AM)1550).))This)high)
number)may)indicate)that)Surrey)residents)are)not)having)all)their)content)needs)met)by)current)Canadian)radio)sta>ons.)
Language'Spoken'(%)'
Share of Surrey Radio Market (%)
Age%
18G44%%42%%
45G64%%27%%
65+%%%%%27%'
Age%
18G44%%58%%
45G64%%39%%
65+%%%%%31%'
Among'Total'Sample'&'Language'Spoken'
FM 93.1-CKYE / Red FM
32
AM 1600 Radio Punjab
29
AM 1550 Radio India
13
12
FM88.1/FM88.5/CBC/Radio-Canada/CBC Radio 1/Radio 1
FM 92.5/FM104.9/KISS
Age%
18G44%%39%%
45G64%%26%%
65+%%%%%22%'
9
8
8
8
FM 103.5/CHQM/QMFM
FM 94.5/CFBT/The Beat
FM 96.9/CLG/JackFM
FM 102.7 - The Peak/The Virgin
Avg.''Number'Radio'
Sta[ons'Listened'To'
Total)
2.0)
Hindi)(A))
2.2)
Punjabi)(B))
2.5)AC)
English)Only)(C))) 1.8)
Net)Other)(D))
2.3)C)
6
6
5
5
FM 96.1 - CHKG/Fairchild
FM 99.3 The Fox
1130/AM 1130
AM 980/CKNW
AM 1200 - CJRJ/Spice Radio
AM 1320 CHMB
101/FM 101
AM 1470 - CJVB/Fairchild
1040
650/650 AM
106.5
All Others
3
2
2
2
2
2
2
15
Men>ons)of)2%)or)greater)reported.))Mul>ple)men>ons)
Q1.))Please)tell)me)which)AM)or)FM)radio)sta>ons)you)listen)to)at)least)once)per)week.)[CHECK)ALL)THAT)APPLY])
Base:))Total)(n=505),)Hindi)(n=67),)Punjabi)(n=208),)English)Only)(n=221),)Net)Other)(n=284))
Hindi' Punjabi' English'
Net''
(A)'
(B)' Only'(C)' Other'(D)'
75)C) 81)C)
16)
63)C)
42
60)C)
46)C)
0)
2)
5)
9)
3)
3)
3)
3)
2)
0)
8)
2)
0)
0)
0)
0)
66)C)
63)AC)
2)A)
3)
5)
6)
3)
3)
6)
3)
1)
0)
4)
0)
0)
1)
0)
0)
8)
5)
20)ABD)
20)ABD)
12)ABD)
9)
11)ABD)
14)ABD)
5)
9)ABD)
6)AB)
8)ABD)
3)
2'B)
4)ABD)
2)A)
4)ABD)
3)AB)
50)C)
48)C)
7)
5)
7)
7)
6)
3)
7)
4)
4)
2)
4)
2)
1)
2)
1)
1)
0)
0)
1)
2)
5)
)
5)
)
24)AB)
)
8)
)
14)
Evalua>on)of)New)Radio)Sta>on))
Ethnic)Radio)&)Mul>[Cultural)Antudes)
! 
Agreement)levels)are)high)on)all)statements)with)at)least)three[quarters)agreeing.))This)indicates)very)strong)
support)for)addi>onal)ethnic)radio)op>ons)in)Surrey.)
Ethnic'Radio'&'Mul[JCultural'A]tudes'(%)'
T2B
(%)
I)am)proud)to)live)in)a)community)that)is)home)
to)so)many)different)cultures)
66
It)is)important)for)us)to)know)something)about)
the)different)cultures)in)our)community)
60
People)should)have)access)to)informa>on)about)
their)own)culture)on)radio)
58
A)radio)sta>on)which)focuses)on)the)different)
cultures)in)our)community)has)an)important)role)
to)play)in)promo>ng)awareness)of)others)
I)wish)there)were)more)listening)op>ons)for)
ethnic)radio)in)Surrey)
Age%
18G44%%87%%
45G64%%80%%
65+%%%%%69%%
'
Strongly agree
54
50
Somewhat agree
25
29
29
24
Somewhat disagree
12
15
Hindi' Punjabi'
(A)'
(B)'
English' Net'
Only' Other'
(C)'
(D)'
63
91'
76)
91)A)
89)A)
93)
9 2
89'
68)
86)A)
90)A)
88)
87'
75)
89)A)
85)A)
88)
6
82'
70)
88)AC)
77)
86)C)
10
74'
69)
85)AC)
63)
82)C)
8 5
28
T2B'(%)'–'By'Language'Spoken'
Strongly disagree
16)
Ethnic)Radio)&)Mul>[Cultural)Antudes)(cont’d))
! 
Punjabi[speaking)radio)listeners)are)very)recep>ve)to)the)concept)of)a)radio)sta>on)which)
focuses)on)diverse)cultures)in)the)community)to)promote)awareness)and)increasing)listening)
op>ons)for)ethnic)radio)in)Surrey.)This)reflects)the)need)of)this)community)to)have)local)sta>ons)
that)meet)their)cultural)and)language)needs.)
! 
English)only)speakers)also)have)strong)support)for)ethnic)radio)in)Surrey.))More)than)three[
quarters)agree)that)“a)radio)sta>on)which)focuses)on)different)cultures)in)our)community)has)an)
important)role)to)play)in)promo>ng)awareness)of)others.”))In)addi>on,)nearly)two[thirds)agree)
with)“I)wish)there)were)more)listening)op>ons)for)ethnic)radio)in)Surrey.”)
! 
Compared)to)those)who)speak)Hindi,)agreement)levels)are)higher)for)both)Punjabi)and)English[
speaking)respondents)on)most)statements.)
17)
Interest)in)Various)Radio)Programming)Op>ons)
! 
Overall,)Surrey)radio)listeners)are)most)interested)in)ethnic)radio,)including)spoken)word)in)Punjabi,)
community)informa>on,)traffic)and)local)Surrey)weather.))They)are)also)interested)in)music,)news)and)
informa>on)from)their)home)country/family’s)home)country,)and)on)Surrey’s)neighbourhoods,)events)and)
ac>vi>es.)
Interest'in'Radio'Programming'Op[ons'–''
Full'Ra[ngs'(%)'
Spoken)word)in)Punjabi)
70
Traffic)
67
Local)Surrey)weather)
65
5
42)
70)A)
[)
[)
6
46)
69)A)
65)A)
68)
8
63)
73)C)
58)
70)C)
25
28
27
T2B'(%)'–'Language'Spoken'
Hindi' Punjabi' English'
Net'
(A)'
(B)'
Only'(C)' Other'(D)''
News/info)on)Surrey)communi>es/neighbourhoods))
62
28
11
55)
78)AC)
52)
70)C)
News/info)from)my/my)family's)country)
62
27
11
54)
76)AC)
53)
68)C)
News/info)on)Surrey)events)and)ac>vi>es)
60
29
11
55)
77)AC)
50)
69)C)
38
6
54)
56)
[)
[)
15
54)
77)AC)
41)
67)C)
14
50)
52)
[)
[)
48)B))
28)
66)ABD)
34)
47)
50)
[)
[)
48)B)
33)
50)BD)
34)
Music)in)Punjabi)
56
News/info)on)Surrey's)different)ethnic)communi>es)
55
Spoken)word)in)Hindi)
50
English)music)
48
Music)in)Hindi)
47
Local)Surrey)sports)
Interested (6-7)
40
Neutral (4-5)
30
36
27
25
48
37
5
22
Not interested (1-3)
)  Q4b.)Now)thinking)about)specifically)what)interests)you,)how)interested)are)you)in)listening)to)radio)in)the)following)areas)where)1)is)not)at)all)interested)and)
7)is)very)interested?)[READ)LIST])])Base:)Total)(N=505),)Hindi)(n=67),)Punjabi)(n=208),)English)Only)(n=221),)Net)Other)(n=284).)Excludes)“N/A”)ra>ngs.))Base)
sizes)vary)by)a}ribute.)
18)
Sa>sfac>on)with)Current)Radio)Programming)
! 
Interest)is)greater)than)sa>sfac>on)for)the)majority)of)Surrey)residents)for)news)and)informa>on)on)Surrey’s)different)
ethic)communi>es,)news)and)informa>on)on)Surrey’s)neighbourhoods,)news)and)informa>on)about)Surrey’s)events)
and)ac>vi>es,)news)and)informa>on)from)their/family’s)home)country,)spoken)word)in)Hindi,)music)in)Hindi)and)
English,)local)Surrey)weather,)local)Surrey)sports)and)traffic.))When)interest)is)greater)than)sa>sfac>on,)it)demonstrates)
that)current)listening)needs)are)not)fully)being)met.)
Sa[sfac[on'with'Current'Radio'Programming'–''
Full'Ra[ngs'(%)'
Spoken)word)in)Punjabi)
73
Traffic)
24
61
T2B'(%)'–'Language'Spoken'
Hindi' Punjabi' English' Net'Other'
(A)'
(B)'
Only'(C)'
(D)''
3
62)
73)
[)
[)
28
10
52)
73)AC)
52)
68'C)
36
6
63)
58)
[)
[)
39)
69)AC)
45)
65'C)
Music)in)Punjabi)
58
Local)Surrey)weather)
57
News/info)from)my/my)family's)country)
55
28
17
53)
72)AC)
45)
63)C)
News/info)on)Surrey)communi>es/neighbourhoods))
55
30
16
49)
75)AC)
40)
66)C)
Spoken)word)in)Hindi)
54
54)
58)
[)
[)
News/info)on)Surrey)events/ac>vi>es)
53
17
53'C)
73)AC)
36)
65'C)
17
50)C)
69)AC)
31)
61'C)
49'B)
30)
55'BD)
34)
37)
37)
[)
[)
41)
29)
40)BD)
32)
News/info)on)Surrey's)different)ethnic)communi>es)
English)music)
43
37
Local)Surrey)sports)
35
Neutral (4-5)
12
38
8
30
49
Music)in)Hindi)
Satisfied (6-7)
31
34
27
30
57
40
6
25
Not satisfied (1-3)
)  Q4a.)Now)thinking)about)your)current)listening,)how)sa>sfied)are)you)with)current)programming)in)the)following)areas)where)1)is)not)at)all)sa>sfied)and)7)is)
very)sa>sfied?)[READ)LIST])Base:)Total)(N=505),)Hindi)(n=67),)Punjabi)(n=208),)English)Only)(n=221),)Net)Other)(n=284).)Excludes)“N/A”)ra>ngs.))Base)sizes)vary)
by)a}ribute.)
19)
Likelihood)of)Listening)to)New)Ethnic)Radio)Sta>on)
! 
Virtually)all)Punjabi[speaking)radio)listeners)are)recep>ve)to)a)new)local)radio)sta>on)that)broadcasts)in)Punjabi.)
Hindi[speaking)radio)listeners)are)less)likely)to)listen)to)a)new)radio)sta>on)that)broadcasts)in)Hindi.)
! 
Two[thirds)of)Hindi)and)Punjabi[speaking)radio)listeners)as)well)as)other)third)language)listeners)are)recep>ve)to)
a)new)local)radio)sta>on)that)also)broadcasts)in)English)and)provides)informa>on)on)Surrey’s)cultural)
communi>es.))Even)more)English)speakers)(71%))are)recep>ve.))Again,)this)demonstrates)the)need)for)Surrey)
specific)content)that)focuses)on)cultural)communi>es.)))
Offering'Programming'in'Different'Languages'(%)'
T2B
(%)
B2B
(%)
37)
63)
)
97)
)
3)
12
)
)
68)
)
)
32)
12
65)
34)
14
65)
)
71)
36)
)
29)
Among'Total'Other'Language'Sample'&'
By'Language'Spoken'
Programming'in'
Hindi'
Programming'in'
Punjabi'
Total)Hindi)
Total)Punjabi)
Net)Other)Languages)
Programming'
Hindi)(A))
in'English'–'
Informa[on'on'
Punjabi)(B))
Cultural'
Communi[es' English)Only)(C))
Speak%Other%Languages%
Born%in%Canada %80%%
'
16
21
51
12
84
19
10
Very likely
13
49
20
55
15
22
50
20
21
51
Somewhat likely
13
Not likely
21
17
Not at all likely
Q5a.))If)a)new)radio)sta>on)were)to)launch)in)Surrey)that)offered)programming)including)news,)music)and)informa>on)in)many)different)languages)including)[INSERT)LANGUAGES)
FROM)S7],)from)both)local)and)interna>onal)sources,)how)likely)would)you)be)to)listen)to)this)radio)sta>on?))Would)you)be…?)…?)Q5b/c.))If)that/a)new)sta>on)also)offered)a)variety)of)
20)
English)programming)including)music,)news)and)informa>on)about)Surrey’s)vibrant)cultural)communi>es,)how)likely)would)you)be)to)listen)to)this)radio)sta>on?))Would)you)be…?)
Base:)))Net)Other)Languages)(n=284),)Hindi)(n=67),)Punjabi)(n=208),)English)Only)(n=221))
Programming)Preferences)Among)Other)Language)Speaking)Family)Members)
! 
Virtually)all)Hindi)and)Punjabi[speaking)respondents)have)family)members)who)speak)a)language)other)than)
English.))Two[thirds)of)Punjabi[speaking)respondents)and)the)majority)of)Hindi[speaking)respondents))believe)
that)their)family)members)would)prefer)programming)to)be)in)their)family)members’)other)language.))This)
shows)the)broader)demand)for)third)language)radio)in)this)community.)
Languages'Other'Than'English'
Spoken'Among'Family'Members'
(%)'
Among'Total'Sample'
Yes%
18G44%%%71%%
45G64%%%48%%
65+%%%%%%45%'
46'
Base'n'='
Mix)of)English)and)family)
members')other)language(s)))
54)
Family)members')other)
language)(s))
54'
Yes)
Other
Languages
Spoken
Among Family
Members (%)
Preference'for'Radio'Programming''
Among'Family'Members'(%)'
29)
18)
English)
No)
Language Spoken
Language Spoken
Hindi
A
67'
Yes) 85)C)
No) 15)
NET
English Other
Punjabi
Only Languag
e
B
C
D
208'
221'
284'
92)C)
8)
15)
85)ABD)
85)C)
15)
Preference for Radio
Programming Among Family
Members (%)
Hindi
A
Base'n'='
57'
Mix)of)English)and)family)members’)
18)
other)language(s))
Family)members’)other)language(s)) 72)BC)
English) 11)
NET
English Other
Punjabi
Only Languag
e
B
C
D
191'
33'
241'
63)AC)
21)
58)C)
31)
27)
52)ABD)
29)
13)
Men>ons)of)2%)or)greater)reported.))Mul>ple)men>ons)
6)
Q7a.))Do)members)of)your)family)speak)a)language)other)than)English?)Base:))Total)(n=505))
Q7b.))Do)you)think)they)would)prefer)to)hear)programming)in)English,)in)that)other)language)or)languages,)or)a)mix)of)English)and)that)other)language)or)languages?)
Base:))Those)with)family)members)who)speak)a)language)other)than)English)(n=274))
21)
Appendix:))Demographics)
Respondent)Profile)[)Total)
Surrey'Residence'(%)'
Newton)
South)Surrey)
Cloverdale)
Fleetwood)
Guildford)
City)Centre)
Whalley)
Not)sure)
31)
20)
11)
11)
10)
6)
6)
7)
Gender'(%)'
'
43'
57'
Employment'Status'(%)'
39)
Full[>me)
30)
Re>red)
Part[>me)
11)
Homemaker)
11)
Unemployed) 4)
Prefer)not)to)say)
7)
Age'(%)'
17)
14)
22)
18)
15)
11)
3)
18[34)
35[44)
45[54)
55[64)
65[74)
75+))
Prefer)not)to)say)
Mean:'51.6'years'
Household'Income'(%)'
Less)than)$35,000)
14)
$35,001)[)$50,000)
23)
$50,001)[)$75,000)
23)
$75,001)[)$100,000)
$100,001)[)$150,00)
$150,001)or)higher)
12)
18)
11)
Mean:'$78,700'
QS1.))Gender.))QS4.))Please)tell)me)which)part)of)Surrey)you)line)in)[DO)NOT)READ)INITIALLY,)PROBE)IF)REQUIRED])
D1.))Which)age)group)do)you)belong)in?)
D6.))Which)of)the)following)best)describes)your)current)employment)status?)
D7.))In)which)of)the)following)categories)does)your)total)annual)household)income)before)income)taxes)fall?)
23)
Respondent)Profile)cont’d'[)Total)
Born'in'Canada'(%)'
Immigra[on'to'Canada'(%)'
Less)than)11)years)ago) 12)
50)
11)to)20)years)ago)
50)
Over)20)years)ago)
Prefer)not)to)say)
Yes)
South)Asian)
(India,)Pakistan))
90%%Hindi%and%90%%
Bri>sh)Isles)
PunjabiGspeaking%
respondents%are%
South%Asian%
Eastern)European)
'
All)Others)
Prefer)not)to)say)
43)
19)
No)
Ethnicity'(%)'
East)Asian)(China,)
Japan,)Korea))
26)
45)
Language'Other'Than'English'
Spoken'(%)'
4)
3)
44)
56)
2)
19)
30)
Yes)
No)
Language(s)'Spoken'(%)'
Punjabi)
73)
Hindi)
24)
French)
6)
Chinese*)
5)
German)
3)
Tagalog)
1)
All)others) 13)
Prefer)not)to)say)
2)
QD5a.))Were)you)born)in)Canada)or)in)another)country?))QD5b.))In)what)year)did)you)arrive)in)Canada?)Base:))Those)born)outside)of)Canada)(n=254))
QD3.)In)addi>on)to)being)Canadian,)do)you)belong)to)any)other)ethnic)or)cultural)group?)
QS6.))Do)you)speak)any)other)languages)other)than)English?))QS7.))Which)languages)do)you)speak)other)than)English?))Base:)Total)(n=284).)Men>ons)of)2%)or)greater)reported)
(excep>on)Tagalog).))Mul>ple)men>ons.))*Chinese)includes)Cantonese,)Mandarin))
)
24)
Appendix:))Final)Ques>onnaire)
Final)Ques>onnaire)
26)
Final)Ques>onnaire)cont’d)
27)
28)
29)
30)
31)
Appendix(4(
Sample(weekly(program(schedule((
for(ECGL’s(proposed(Ethnic(commercial(FM(radio(station((for(Surrey,(BC(
(
ECGLBProposedBEthnicBCommercialBFMBRadioBStationBforBSurrey,BBC
Monday
6am
7am
8am
9am
10am
11am
12pm
1pm
2pm
3pm
4pm
5pm
6pm
7pm
8pm
9pm
10pm
11pm
12am
1am
2am
3am
4am
5am
6am
Tuesday
Wednesday
Thursday
Friday
Saturday
Punjabi*Morning* Punjabi*Morning*
Punjabi*
Punjabi*Morning* Punjabi*Morning*
Punjabi*Spiritual
Show
Show
Morning*Show
Show
Show
Sunday
Punjabi*Spiritual
Urdu/Hindi
Urdu/Hindi
Music*&*
Music*&*
Music*&*
Music*&*
Music*&*
Cdn*Multicultural* Cdn*Multicultural*
Information****************************
Information****************************
Information****************************
Information****************************
Information****************************
Spotlight******
Spotlight******
English
English
English
English
English
English
English
Mid9day************************
Mid9day************************
Mid9day************************
Mid9day************************
Mid9day************************Hindi
Hindi
Hindi
Hindi
Hindi
Hindi
International*
Mid9day*Punjabi Mid9day*Punjabi Mid9day*Punjabi Mid9day*Punjabi Mid9day*Punjabi
Sports
Punjabi*
Punjabi*
Punjabi*
Punjabi*
Punjabi*
Afternoon*Drive Afternoon*Drive Afternoon*Drive Afternoon*Drive Afternoon*Drive
International*News*Hour
Tagalog*Daily*Show
Mandarin*Daily*Show
Cantonese*Daily*Show
Vietnamese
Korean
German
Arabic
World*Beat*
English
Bollywood*Hits*
Punjabi
Overnight*Music*and*International*News
Italian*Café
First*Peoples*
Program
Popular*Music******** Hindi*Weekly*
Punjabi
Roundup
International*News*Weekend*Edition
Phillipino*Pop
Mandarin
Polish
Polish
Latin*Rhythms******************
Russian*Classics
Spanish
1
2
3
4
Punjabi
Hindi*
Urdu*
Tagalog
Mandarin
5
6 Cantonese
Arabic
7
8 Spanish
9 Italian
10 Russian
11 Vietnamese
12 German
13 Korean
Polish
14
15 English
Appendix(5(
Sample(List(of(Program(for(ECGL’s(Proposed(
Ethnic(commercial(FM(radio(station(for(Surrey,(B.C.(
(
The"following"provides"a"sample"of"the"programs"that"will"be"broadcast"on"our"proposed"new"Ethnic"
commercial"FM"radio"station"in"Surrey,"B.C."
1. Punjabi*Morning*Show*6:00*a.m.*to*9:00*a.m.*(Monday*–*Friday)*(Punjabi)*
"
This"PunjabiClanguage"program"will"blend"music"and"spoken"word"programming"as"Surrey"
residents"start"their"day."It"will"provide"news"and"information"(local,"regional,"national"and"
international),"provide"entertainment"upCdates"and"keep"listeners"upCtoCdate"with"the"current"
issues"impacting"the"City"of"Surrey."Special"guests"will"also"be"invited"on"the"show,"such"as"local"
politicians,"artists,"cultural"leaders"and"international"dignitaries."This"program"will"feature"
inspiring"and"entertaining"music"for"the"morning"drive"period,"as"well"as"regular"traffic"and"
weather"upCdates."
"
2. Mid?day*Hindi*noon*to*2:00*p.m.*(Monday*–*Friday)*(Hindi)*
*
This"Hindi"daily"program"will"offer"a"mix"of"news,"information"and"music."It"will"feature"local"
leaders"and"thinkers,"and"offer"audiences"the"opportunity"to"callCin"to"discuss"important"issues"
affecting"the"Hindi"community"in"Surrey."
*
3. International*Sports*Programming*(English*&*third?language)*
*
Sports"fans"will"be"able"to"tuneCinto"the"some"of"the"world’s"best"and"exciting"sports"events"
during"this"program."ECGL’s"experience"in"the"international"marketCplace"will"allow"us"to"bring"
some"of"the"best"international"matches"to"Surrey."Sporting"events"that"we"would"like"to"feature"
include"soccer"and"cricket.""
"
4. Canadian*Multicultural*up?date*(English)*
"
This"weekend"program"will"offer"Surrey"residents"the"opportunity"to"learn"more"about"the"
vibrant"cultural"communities"living"in"Surrey."Programming"will"include"traditional"and"
contemporary"music"from"a"broad"range"of"cultural"groups"residing"in"Surrey."It"will"also"
provide"background"information"about"the"music,"the"musical"traditions"and"the"artists"
performing"the"songs."This"program"will"also"provide"information"about"the"history"and"
background"of"important"cultural"events"and"festivals"taking"place"in"Surrey"to"allow"listeners"
to"better"understand"and"meet"their"neighbours.""This"program"will"air"on"Saturday"and"Sunday"
mornings.""
*
1"
"
5. Filipino*Pop*(Tagalog)*
"
This"Saturday"evening"program"will"feature"the"best"Filipino"pop"music"from"the"1970s,"80,"90s"
through"to"today."This"program"will"also"provide"artists"interviews,"discussions"about"the"
Filipino"music"scene"in"Canada"and"abroad,"as"well"as"upCdates"on"local"Filipino"music"and"
cultural"events.""
*
6. Mandarin*Sunday*Show*(Mandarin)*
*
This"program"will"feature"two"hours"of"spoken"word"programming"and"beautiful"music"in"
Mandarin."It"will"feature"inCdepth"discussions"about"the"week’s"most"important"events,"and"
look"ahead"to"the"coming"week."
"
7. Latin*Rhythms*(Spanish)"
*
This"Saturday"evening"program"will"appeal"to"all"listeners"with"a"passion"for"Latin"music."It"will"
feature"a"wide"range"of"Latin"inspired"music"from"salsa"to"tango."Listeners"will"also"hear"upCtoC
the"minute"upCdates"on"Latin"cultural"events"in"the"Surrey"area,"and"discussions"about"
entertainment"news"from"around"the"world.""
"
8. First*Peoples*Program*(English)"
*
This"program"will"showcase"the"heritage,"music,"philosophies"and"traditions"of"Aboriginal"
Peoples"in"Canada,"with"a"focus"on"the"Aboriginal"communities"residing"in"the"Lower"Mainland"
and"elsewhere"in"British"Columbia.""It"will"allow"listeners"in"Surrey"to"learn"more"about"
Aboriginal"cultures"and"traditions.""It"will"also"showcase"Aboriginal"artists"and"allow"First"
Nation's"representatives"to"exchange"ideas"with"other"communities"in"Surrey."This"program"will"
help"build"awareness"and"respect"for"Aboriginal"Peoples,"particularly"First"Nations"with"
traditional"territories"in"the"Lower"Mainland."
"
9. Korean*Program*(Korean)"
"
Our"Korean"program"will"be"a"weekly"variety"show"that"features"traditional"and"current"Korean"
music,"news"and"information"as"well"as"guest"interviews"and"callCin"requests."This"KoreanC
language"program"will"also"discuss"business,"finances"and"politics.""
"
10. German*Program*(German)"
*
Our"German"program"will"provide"news,"information,"entertainment"and"musical"content"in"the"
German"language."This"program"will"discuss"news,"current"affairs,"as"well"as"arts"and"culture."
This"program"will"also"discuss"urban"issues"and"announce"upcoming"multicultural"and"German"
2"
"
events"in"the"Surrey"community."This"program"will"present"the"views"of"experts"and"will"
welcome"contributions"from"listeners."
"
11. Italian*Café*(Italian)"
"
Our"ItalianClanguage"Sunday"afternoon"program"will"allow"listeners"to"sit"back,"enjoy"their"
Sunday"lattés"and"listen"to"the"wonderful"sounds"of"Italian"music."This"program"will"also"offer"
poetry"readings,"literary"upCdates"and"provide"highlights"of"important"cultural"events"taking"
place"in"Surrey,"B.C.,"and"around"the"world."This"program"will"also"feature"local,"national"and"
international"artists.""
"
3"
"
Appendix(6(
Conditions(of(Licence(for(ECGL’s((
Proposed(Ethnic(Commercial(FM(Radio(Station(for(
Surrey,(B.C.(
1. The&license&will&be&subject&to&the&conditions&set&out&in&Conditions&of&license&for&AM&and&
FM&radio&stations,&Broadcasting&Regulatory&Policy&CRTC&2009C62,&11&February&2009,&
except&condition&of&license&7.&&
&
!
2. The&station&shall&be&operated&within&the&Specialty&format&as&defined&in&A&review&of&
certain&matters&concerning&radio,&Public&Notice&CRTC&1995C60,&21&April&1995,&and&
Revised&content&categories&and&subcategories&for&radio,&Public&Notice&CRTC&2000C14,&28&
January&2000,&as&amended&from&time&to&time.&
&
3. The&license&shall&devote&a&minimum&of&80%(of(the(programming&broadcast&during&each&
broadcast&week&to&ethnic&programs,&as&defined&in&the&Radio&Regulations,&1986,&as&
amended&from&time&to&time.&
&
4. The&license&shall&devote&a&minimum&of&80%(of(the(programming(broadcast(during(each(
broadcast(week(to(thirdJlanguage(programs,&as&defined&in&the&Radio&Regulations,&1986,&
as&amended&from&time&to&time.&
&
5. The&license&shall&broadcast,&in&each&broadcast&week,&programming&directed&to&a&
minimum&of&twelve(groups(in(a(minimum(of(twelve(languages.&
&
6. The&license&shall&ensure&that&at&least&10%(of(Content(Category(3((Special(Interest(Music)(
music(selections(broadcast&during&ethnic&programming&periods&during&each&broadcast&
week&are&Canadian&selections.&
&
7. The&license&shall&contribute&the&following&to&the&development&of&Canadian&content:&Five(
hundred(and(sixty(thousand(dollars(($560,000)(over(a(period(of(seven(years&from&the&
date&of&commencement&of&broadcasting&operations,&to&eligible&initiatives&that&support&
the&station’s&content.&
&
8. Where&the&license&broadcasts&religious&programming&as&defined&in&the&Religious&
Broadcast&Policy,&Public&Notice&CRTC&1993C78,&3&June&1993,&the&license&shall&adhere&to&
the&guidelines&set&out&in&sections&III.B2.a)&and&IV&of&that&public&notice&with&respect&to&the&
provision&of&balance&and&ethics&in&religious&programming,&as&amended&from&time&to&
time.&&
Appendix(7(
Surrey,(BC(
Advertising(Buyers(
Commercial(Survey(prepared(by(Goldfarb(Intelligence(Marketing(
September(2015(
Surrey,'BC''
Adver-sing'Buyers'
September(17,(2015(
Table(of(Contents(
Objec:ves(and(Methodology
(
Findings (((((((((((((((((((((((((((((((((((
(
(3(
(
(4(
(
(12(
(
Discussion(Guide(((
(
(
(
(
2(
Objec:ves(and(Methodology(
( In(assessing(the(poten:al(of(a(new(ethnic(radio(sta:on(in(Surrey,(Bri:sh(Columbia,(Ethnic(
Channels(Group(determined(it(was(important(to(assess(the(poten:al(for(adver:sing.((Key(
areas(of(inquiry(are:(
!  Perspec:ves(on(ethnic(adver:sing(in(general(
!  Perspec:ves(on(Surrey(as(an(ethnic(market(
To(build(understanding(it(was(determined(to(use(a(qualita:ve(methodology.((Four(oneRonR
one(telephone(interviews(were(conducted(with(adver:sing(buyers(from(ethnic(media(
companies.((As(part(of(the(research,(we(also(reached(out(to(two(mainstream(media(
companies,(and(completed(one(interview.(
(
3(
Findings(
4(
Ethnic(Media(and(Adver:sing(is(Growing(in(Canada(
! 
The(ethnic(market(is(growing(at(a(good(pace.((It(is(about(five(or(six(:mes(as(large(as(it(was(
twenty(years(ago.((All(see(that(the(market(will(con:nue(to(grow(with(current(immigra:on(
paVerns.(
! 
Even(ten(years(ago,(the(ethnic(market(was(perceived(as(‘crumbs’(by(mainstream(adver:sers,(but(
more(and(more(adver:sers(now(recognize(its(importance.((Ethnic(adver:sing(is(a(part(of(the(
mainstream(adver:sers(budgets,(and(this(budget(is(generally(increasing.(
! 
The(shiZ(to(ethnic(or(cultural(adver:sing(will(con:nue.((While(there(are(different(learning(
curves,(increasingly(adver:sers(recognize(the(importance(of(cultural(communi:es,(and(that(
parts(of(these(communi:es(cannot(be(reached(through(mainstream(media.(
! 
The(ethnic(market(is(seen(as(having(huge(poten:al(that(to(date(has(not(been(fully(tapped.(Today(
there(is(need(for(more(good(product.((As(one(said,(a(new(entrant(...”is(not(taking(share(away;(it’s(
giving(another(op:on(and(making(the(market(bigger”.(In(this(context,(a(new(entrant(is(generally(
considered(good(for(the(industry.(
5(
Ethnic(Media(is(the(key(vehicle(for(news,(informa:on,(and(entertainment(
! 
Ethnic(media(is(essen:al(for(reaching(first(genera:on.((Immigra:on(trends(means(that(there(are(
more(and(more(new(immigrants(that(require(ethnic(media(to(get(the(news,(informa:on(and(
entertainment(that(they(need(and(want.(
! 
As(well,(perhaps(unlike(in(the(past,(second(genera:on(South(and(East(Asians(want(to(stay(more(
connected(to(their(roots.((They(are(proud(of(their(heritage(and(con:nue(to(listen(to(their(own(
music((Bollywood(aVracts(South(Asians(regardless(of(genera:on)(and(be(interested(in(their(
heritage(culture.(The(aVrac:veness(of(ethnic(media(for(second(genera:on(and(beyond(is(
par:cularly(true(for(radio(and(TV,(even(if(it(is(not(the(case(for(print(media.((Second(and(third(
genera:on(listen(and(watch(ethnic(media(in(addi:on(to(mainstream(media.(
6(
An(ethnic(radio(sta:on(in(Surrey(is(aVrac:ve(
! 
The(Lower(Mainland(is(a(good(market(for(ethnic(radio(sta:ons.((The(market(is(rela:vely(
developed(and(listeners(are(recep:ve((to(ethnic(radio(op:ons.((A(quality(offering(will(likely(find(
both(audience(and(adver:sers.(((
! 
More(cultural(media(is(generally(wellRreceived.((An(addi:onal(radio(sta:on(in(Surrey(would(
provide(more(choice(for(listeners(and(media(buyers.((Choice(is(perceived(as(posi:ve.(((
! 
More(radio(choice(further(develops(the(ethnic(media(adver:sing(industry.(Ad(buyers(perceive(
this(as(an(opportunity(to(raise(awareness(about(a(developing(adver:sing(area.((It(helps(make(the(
industry(more(sophis:cated.(In(the(area(of(ethnic(adver:sing,(adver:sers(are(s:ll(looking(for(
new(opportuni:es.(
! 
Radio(is(perceived(as(a(good(means(to(reach(South(Asians.((South(Asians(can(listen(in(Punjabi(or(
Hindi,(and(English.((Agencies(recommend(radio(as(a(good(way(to(reach(South(Asians.(
! 
There(is(a(percep:on(that(there(is(a(need(for(more(Mandarin(listening(op:ons.((Cantonese(is(
beVer(served(in(the(Lower(Mainland.(((Immigra:on(trends(are(now(increasingly(from(mainland(
China,(and(this(creates(a(need(for(more(Mandarin(listening(op:ons.(
7(
Poten:al(impact(of(a(new(sta:on(
! 
Generally,(ethnic(agencies(allocate(an(ethnic(budget(across(media.((Budget(will(not(be(
withdrawn(from(only(one(source(to(make(room(for(a(new(entrant.((Behavior(will(vary.((For(some,(
budget(for(a(new(entrant(will(come(from(a(variety(of(sources(across(different(media,(and(for(
others(it(will(come(from(an(overall(radio(budget.(
! 
A(new(entrant,(at(least(ini:ally,(will(have(to(prove(itself.((This(gives(established(entrants(:me(to(
adjust(to(a(new(player(in(the(marketplace.(
! 
In(addi:on,(it(is(possible(that(ethnic(budgets(for(par:cular(accounts(will(grow(as(this(space(is(
growing(rapidly(and(is(increasingly(being(recognized(as(an(important(part(of(overall(adver:sing(
strategy(for(na:onal(brands.(
! 
Red(FM(is(a(respected(offering.((It(aVracts(loyalty(among(buyers.((It(will(remain(an(important((
venue(for(ethnic(adver:sing.(
! 
Radio(Punjab(and(Radio(India(aVract(Canadian(audience(and(adver:sers.(((Rates(on(these(
sta:ons(are(quite(aVrac:ve(for(some(adver:sers.((Adver:sers(that(require(a(different(message(in(
Canada(and(the(United(States,(will(par:cularly(benefit(from(an(addi:onal(Canada(only(op:on.((
Some(na:onal(adver:sers(would(prefer(a(Canadian(licensed(op:on.((An(addi:onal(Canada(only(
radio(sta:on(may(aVract(adver:sing(dollars(away(from(these(two(sta:ons.(
8(
Considera:ons(for(a(new(sta:on(
! 
Content(is(key.((Buyers(are(looking(for(high(quality(content(that(will(specifically(aVract(the(target(
audience.((The(content(must(provide(the(news,(informa:on(and(entertainment(that(is(desired.((
For(example,(buyers(want(Bollywood(music(and(talk(shows(to(reach(the(South(Asian(audience.((
Buyers(are(generally(specifically(knowledgeable(about(each(ethnic(community(and(develop(a(
buying(plan(that(focuses(on(highRquality,(soughtRaZer(content.(
! 
The(South(Asian(community(is(interested(in(ethnic(programming(in(Punjabi(or(Hindi,(and(English.(((
South(Asians(desire(third(language(listening.((At(the(same(:me,(they(will(listen(to(content(in(third(
language(or(English(if(the(content(is(culturally(relevant.(
! 
Time(is(key(to(ad(placement(for(na:onal(adver:sers.((Ethnic(buyers,(like(others,((target(drive(
:me.(((
9(
Local(adver:sers(will(be(important,(also(opportunity(for(na:onal(
! 
There(is(opportunity(to(aVract(local(and(mainstream(adver:sers.((Local(will(be(important.((
Radio,(by(its(very(nature(is(local,(serving(a(local(listening(area.(
! 
Local(businesses(will(be(aVracted(to(a(local(sta:on.((Respondents(indicate(that(a(local(radio(
sta:on(would(be(aVrac:ve(to(local(retail(stores(and(restaurants,(and(service(providers(such(as(
realRestate(agents,(plumbers(and(electricians.((These(businesses(almost(always(buy(radio(
directly.(((
! 
Na:onal(adver:sers(will(buy(local(radio(for(specific(situa:ons(where(local(makes(sense.(Radio(
will(be(used(to(communicate(informa:on(from(or(about(a(local(franchise.(((Auto(dealerships(are(
an(example(where(radio(is(selected.(
! 
Mainstream(buyers(may(be(less(targeted(in(their(approach(to(ethnic(buying.(They(appear(to(buy(
the(sta:on(versus(the(show.(
10(
Appendix:((Discussion(Guide(
Discussion Guide
(  Goldfarb(Intelligence(Marke:ng(Discussion(Guide:(Commercial(
Research((((
◦  Would(new(add(dollars(flow(to(the(Surrey(market(because(of(
this(sta:on?(
(  Introduc:on(((((
◦  Introduc:on(of(interviewer(
◦  Purpose(of(research(
◦  Confiden:ality(of(interview(
◦  PROBE:(would(money(be(redirected(from(exis:ng(sta:ons?(
◦  What(is(the(benefit(of(having(more(than(one(ethnic(radio(sta:on(
to(adver:se(on?((Does(it(help(create(a(new(defined(opportunity(
for(adver:sers(to(focus(on?(
(  Please(tell(me(about(what(you(do.((I(would(like(to(beVer(understand(
your(role(in(the(ad(buying(process.(((
◦  What(type(of(clients(do(you(buy(for?(
◦  What(type(of(media(do(you(buy(in?((How(are(these(decisions(
made?(
◦  What(geography(do(you(buyRin?((How(are(local(buying(decisions(
made?(
◦  What(is(the(opportunity(of(ethnic(adver:sing?((What(about(
ethnic(radio?(
(  As(you(know,(ECG(has(asked(us(to(speak(with(you(about(Surrey(as(a(
poten:al(market(for(ethnic(adver:sing.((((
◦  (Is(this(a(market(you(currently(buyRin?((Who(do(you(buy(for?((
What(do(you(buy?(
◦  What(type(of(customer(do(you(think(would(buy(on(ethnic(radio(
in(Surrey?(
◦  Do(you(specifically(have(customers(that(you(would(recommend(
buying(ethnic(radio(in(Surrey?((Who(might(they(be?(
◦  What(is(the(value(of(the(opportunity(to(buy(both(ethnic(radio(
and(television(from(one(source?((If(this(was(offered(by(say(ECG,(
would(this(be(of(value(to(you?((Please(explain(
◦  What(is(the(poten:al(in(this(market(for(ethnic(adver:sing?((For(
radio(specifically?(
◦  Will(it(create(more(opportunity(for(adver:sers?(
◦  PROBE:(impact(of(new(sta:on(on(exis:ng(radio(sta:ons(in(
Surrey/Vancouver(
◦  Do(you(think(an(addi:onal(ethnic(radio(sta:on(may(encourage(
some(adver:sers(away(from(the(US(sta:ons(to(Canadian(
sta:ons?(
(  [ASK(AS(RELEVANT]:(I(would(also(like(to(focus(on(((smaller(local(
adver:sers(in(Surrey.(((
◦  Are(you(familiar(with(these(adver:sers?(((
◦  How(interested(do(you(think(these(adver:sers(will(be(in(
adver:sing(on(a(new(ethnic(radio(sta:on(in(Surrey?(
◦  Will(a(new(ethnic(radio(sta:on(create(a(new(opportunity(for(
these(smaller(businesses?(
(  We(have(had(a(thorough(discussion(about(ad(buying(behaviour,(
par:cularly(as(it(relates(to(ethnic(adver:sing(and(Surrey.(((
◦  Are(there(any(key(issues(or(thoughts(that(we(have(not(
discussed.((What(are(they?((
(  Thank(you(and(goodRbye(
12(

cont`d - Ethnic Channels Group

Transcription

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