ons a year to CanWest. In 20 years from now Mr. Asper sees himself much bigger in production and distribution. At this stage CanWest dominates the Canadian market and can only grow internationally.CanWest looks at Internet sites as just more narrowly focused cable channels, and when they say the "broadcaster of the future," the media of the future will be terrestrial network and several cable channels. Leonard Asper stated that he would like to see television and 300-500 websites becoming strategic partners in the near future. Asper believes that promoting products across all of the communication platforms is very beneficial to advertisers and viewers. Asper stated as an example of this strategic partnering if there's a television show on gardening that you have on your main network that you also are possibly airing on one of your cable channels, you've also got a website that complements that, and you are selling gardening hose and gardening gloves on that website promoting it all across your television platforms (Interview with Leonard J. Asper).Finally, the other component to being a media company in the future is having additional advertising platforms beyond just television and the Internet. Therefore, CanWest is also looking at out-of-home advertising and radio businesses to be part of a larger media group. This is and example of a horizontal integration strategy across different advertising media to coincide with the vertical integration. These strategic actions continue to move CanWest towards ownership of content. Change AgentsTwelve transition teams made up of executives and on-line managers from operations across the company scrutinized every aspect of CanWest operations to make them more efficient and more productive.CanWests entry into the new century, taking on and absorbing the activities described above, presents them with new challenges and opportunities previously unimagined. All shareholders must appreciate t...
