Events
When it comes to Canadian media producers, few opportunities rival the networking potential of events like Prime Time, hosted by the Canadian Media Producers Association (CMPA) in Ottawa. Painting a quick picture: on stage are Miramax, Telefilm, APTN, CNN, CBC, Senate of Canada, Paramount, Lionsgate, Amazon, BBC, YouTube, Bell, and Rogers who are joined by production companies, distributors, legal and financial institutions, politicians, and more.
While the primary intent of attending may not always be to connect with like-minded producers and network executives, it often becomes one of the most valuable outcomes. In this article, we explore the true intent behind attending Prime Time’s 30th anniversary and the relationships—both expected and unexpected—that take shape along the way.
Modern take on ships
Canada is a country defined by its vast waterways, but the ships we’re referring to here aren’t vessels crossing the ocean—they’re relationships. From friendships to professional connections, these "ships" shape our industry in ways both profound and practical.
Boarding a flight from Calgary to Ottawa, en route to Prime Time, you might not immediately recognize the shared purpose among your fellow travelers. It isn’t until someone at the event calls you out that the realization sinks in: we are already sailing in the same waters.
“I saw you sitting at our gate in the Calgary airport—you looked so familiar!"
These ships—formed through chance encounters, insightful conversations, and shared experiences—enrich our professional lives and foster a sense of belonging. At events like Prime Time, they come together to create a temporary but impactful voyage.
Setting sail and staying the course
The real challenge begins after the event ends. As the conference dismantles and attendees return to their routines, integrating these newfound connections into ongoing projects—or forging new ones—becomes an uphill battle. Too often, we default to working with those already within our established circles, setting sail with familiar crews rather than embracing fresh perspectives.
Yet, the potential for collaboration lies in nurturing these diverse relationships beyond the event itself. The ships we build at events aren’t meant to be fleeting—they hold the promise of future creative endeavors, new opportunities, and lasting industry impact. The key is finding ways to stay connected, fostering these relationships with intention, and allowing them to navigate uncharted waters.
Transparency: a call for change
Having spent years creating, hosting, formatting, launching, recording, and speaking at industry events, I’ve come to realize that repetition breeds insight. Attending these gatherings year after year highlights what works—and what doesn’t. It’s easy to criticize, but true progress lies in identifying solutions that address persistent challenges.
One of the major draws of Prime Time and similar industry events is the opportunity to pitch projects to network and studio executives. The promise of securing a deal—perhaps even walking away with a three-episode order—is enticing. However, the reality often falls short. Pitch meetings are booked within minutes of being announced, leaving many hopefuls without a chance. Even for those who secure a slot, they are just one of many in an executive’s packed schedule, making it difficult to stand out.
Another issue arises with scheduling. Expecting busy executives to download and use a third-party app to manage meetings is impractical. On the flip side, chasing someone down in a hallway for a rushed five-minute conversation is hardly an effective strategy.
A more impactful approach would be to connect with executives through traditional channels, setting up meetings outside the constraints of a conference setting. This provides the necessary time and space for meaningful discussions and genuine consideration of a project’s potential. But that, doesn’t yield result for a conference.
Meaningful ships
While pitch sessions remain a staple of industry conferences, what’s often missing are structured opportunities for peer-driven knowledge exchange. Pitch sessions are as effective as wooden construction near forest fires. Events like Prime Time should focus not just on securing deals (or find better ways to facilitate them) but on fostering industry-wide growth through collaboration and shared expertise.
The meetings and conversations are often one-on-one, with peers who love to share. But how is that one conversation effective if there are 1,000 attendees with similar problems?
Breakout sessions that encourage open discussions on business operations, finance, sales and marketing, culture, and emerging trends would provide immense value. Rather than viewing each other as competitors in a high-stakes game, industry professionals should recognize the benefits of coming together as a community to navigate challenges collectively.
Structured group meet-ups—organized by specific peer groups such as founders, creative producers, and women in leadership—could facilitate deeper discussions and networking. While it’s easier to put a speaker on stage for 45 minutes, true progress comes from interactive sessions where professionals share experiences and strategies for success.
Events, especially those organized by associations representing entire industries, should cultivate openness, humility, and collaboration. Encouraging meaningful dialogue between participants will drive fresh perspectives, engagement, and industry-wide advancement.
Conclusion
For now, Prime Time is ultimately just another conference with a steep price tag (higher yet for someone from Calgary as there are accommodation requirements); sure, it could be considered as a catalyst for industry reflection, growth, and even collaboration sort of speak. It all depends on your experience. While we may initially attend for knowledge, insight, business development, and pitching your next project to a broadcaster in hopes of furthering your career, the ships formed along the way often prove to be the most valuable takeaway.
As we continue to navigate the evolving media landscape, let’s make a conscious effort to keep these ships afloat, steering them toward meaningful and innovative collaborations.
Author: Bram Timmer — 2025.02.04
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