I was a bit busy yesterday in the middle of a Quebec newsplosion, but fortunately people in the rest of Canada (Globe and Mail, Financial Post, CBC, BNN, Michael Geist, Cartt.ca) had time to read the new U.S.-Mexico-Canada Agreement and notice an annex that directly impacts the CRTC and Canadian TV viewers.

Annex 15-D of the agreement is very specific: “Canada shall rescind Broadcasting Regulatory Policy CRTC 2016-334 and Broadcasting Order CRTC 2016-335.”

It doesn’t use the words, but that policy is about ad substitution during the Super Bowl. It’s the policy (originally announced in 2015) that said Bell could not require TV providers in Canada substitute its signal over those of U.S. border stations during the game because of Canadians’ strong demand for those high-profile U.S. commercials.

Bell has been trying hard since 2015 to get that decision overturned, going all the way up to the Supreme Court of Canada. The NFL has been on their side, because without simsub, the value of the Super Bowl rights in Canada plummets.

Now, thanks to the NFL’s lobbying of U.S. trade negotiators, the Canadian government will step in and solve the problem for them. The annex doesn’t specify a timeframe, but presumably it would happen when the treaty is ratified, which may or may not come before the next Super Bowl in February.

Putting this in the trade deal gives the Canadian government and the CRTC some cover. The Canadian government can say they were forced into this by the U.S. government, and the CRTC can blame the Canadian government when people go back to complaining to it that U.S. ads are blocked.

This also could have ended much worse for Canadian TV viewers. This trade deal could have ended the entire practice of allowing U.S. over-the-air stations to be rebroadcast in Canada without their consent. There was lobbying from a coalition of U.S. border stations in favour of requiring retransmission consent. Instead, the existing simsub regime will be maintained, and rebroadcasting through TV distributors allowed (but only when the signal is unaltered and simultaneous).

Assuming this deal is ratified, it could be decades before the simsub regime changes. And by then it could be completely irrelevant.

UPDATE (Oct. 6): Donald Trump amazingly brought up this clause in a campaign rally on Thursday night, saying a “big big problem” with Super Bowl ads was fixed when he told his negotiators to fix it. He said he got a phone call thanking him from NFL commissioner Roger Goodell.

And let QVC in, too

The annex also includes a provision related specifically to QVC: “Canada shall ensure that U.S. programming services specializing in home shopping, including modified versions of these U.S. programming services for the Canadian market, are authorized for distribution in Canada and may negotiate affiliation agreements with Canadian cable, satellite, and IPTV distributors.”

In 2016, the CRTC denied an application by TV provider VMedia to allow it to distribute the American shopping channel in Canada. It argued that since QVC would be doing business with Canadians, and that’s the very basis for that channel, “QVC would be carrying on a broadcasting undertaking in whole or in part in Canada” and for that it needed a licence (which it couldn’t get because it’s not Canadian-owned).

VMedia filed a request in court to overturn that decision, and the federal court sent it back to the CRTC. The commission opened a proceeding about its reconsideration, but has not published a decision.