Death Star over Canada

This article examines the impact of direct broadcast satellites (DBS) on the Canadian broadcasting environment. It argues that DBS opens the door to a new age of consumer sovereignty. DDS is expected to make its debut in December, 1993 when the American corporation, Hughes Communications Inc., will launch the first of several broadcast satellites. Unable to prevent signals from crossing Canadian borders, the Canadian broadcasting industry is undergoing a process of reassessment, as it attempts to compete with technology that allows for an exponential increase in the numbers and types of channels available to viewers. In order to compete, however, the Canadian industry must undergo fundamental restructuring which makes its programming more attractive to viewers. If it does not, consumers will opt for the programming which best serves their viewing needs.