Lessons from Canada: Proposed Methodology for Evaluating the Effectiveness of Broadcasting Policies

Abstract

This article provides an overview of the current approach to evaluation within the Canadian broadcasting sector. Current evaluations take on a variety of labels and guises, but very few actually provide a valid and reliable methodology. The paper provides insight into the need for reform and explains what evaluation should look like to achieve professional evaluation standards. A portion of the proposed evaluation model is used in the context of the Canadian commercial radio licence renewal process to illustrate how it can be applied to evaluate media policy. More importantly, it demonstrates how it can provide lessons for other countries wanting to improve evaluation standards in the quest for heightened accountability.