ACTRA – the union that represents Canadian cinema, radio and TV artists – went on strike on Monday seeking compensation for performances by its members on the internet and mobile devices. A number of productions have signed continuation letters with the union, permitting work to continue through the strike.
Union vice president Austin Schautz said:
We are the faces that are out front. It’s our fair share of the product that goes on the air.
ACTRA is opposed to having their work distributed on new media, such as in promotional materials, without being paid. In a statement on ACTRA’s website, actor Wendy Crewson says:
Professional performers don’t work for free. Not on TV. Not on film. And not on the internet.
The strike is the first in ACTRA’s history.
When digital media facilitates the distribution of content on new platforms, coupled with consumer devices that readily convert content between platforms, how do performers develop appropriate compensation plans?
It will be interesting to see the development of this file. Will actors and producers find parallels in the disruptive forces brought to the music industry?
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ACTRA, new media, disruption