3.5.1.2 Market creation

All local content policy needs to ensure the creation of a market for the distribution of products. Mechanisms for doing so can be varied and are often achieved through their inclusion in local broadcasting obligations that may be commercially beneficial to both sides.

For example, in Mexico, cable television concessionaries are obliged to incorporate at least one hour a day of local content into their scheduling. When this policy was first implemented, the concessionaries were reluctant to fulfill this obligation, but they realized that this gave them a competitive advantage over other television service providers, because local populations prefer local programming in their scheduling. Today, it is possible to find local Indigenous productions on some cable TV channels installed in Indigenous areas.

Another way of generating a market is to ensure the contextualization of communication campaigns destined for Indigenous populations. The government also benefits by ensuring that the recipients more easily understand its message.

Ways of creating markets are manifold, and include festivals, promotion of Indigenous educational content and local production subsidies, etc. Their selection depends on the characteristics of each country and the organization of the various distribution channels in it.