In a bid to increase its market share, generate new revenue sources, and increase the profile of French-language educational programming, Ontario's tfo network is aggressively pursuing national distribution.

"Our ultimate goal is to become a national broadcaster within two years," says Bruno Beaulieu, creative head information, culture and society programming of the French-language arm of tvontario, which is currently in advanced negotiations with several cable distributors in Quebec, including the largest player, Videotron, to carry the tfo signal. Beaulieu anticipates the network will be available in Quebec by Sept. 22.

Deals are also in the works with cablecos in Manitoba, Nova Scotia, Newfoundland and Prince Edward Island to offer tfo. It's been carried by Cable Fundy in New Brunswick for nearly a year.

"This is both a programming initiative and a business proposition," says Beaulieu, stressing that the extended reach reflects tfo's mandate to serve the francophone market which has access to educational programming and that the export of the signal was initiated at the request of the Canadian Association of French Language Teachers and other educational groups, as well as cable subscribers in New Brunswick and the northern and eastern reaches of Quebec.

According to Beaulieu, the national effort makes sound financial sense at a time when the government-supported network faces dwindling grants (down from almost $70 million six years ago to its current level of $49.5 million), as well as an uncertain future with a government report due out this fall recommending ways to privatize the public broadcaster.

"The bottom line is there has to be a profit. We can't lose money on this deal. Expanding our signal is part of the strategy to get more money from a variety of sources and be less dependent on government while maintaining our role as a non-commercial, public educational broadcaster."

To generate revenue, all the deals with cable distributors will involve tfo taking a percentage of subscriber fees. Its position, either on basic cable, first, second or the new third tier, may vary from province to province.

Fundy Cable, with a 180,000 subscriber base, has recently gone before the crtc for approval of a basic fee hike of which about 15 cents per subscriber will go into tfo's coffers. A crtc decision is expected within the next two months.

tfo has developed a three-year business plan for the coast-to-coast initiative, and although Beaulieu won't disclose the figures, projected revenues depend on level of penetration, the number of cablecos involved and, most importantly, the success of entry into Quebec. Over 50% of projected revenues from the initiative will come from distribution of the signal in Quebec.

But as an Ontario-based French-language network, the path into Quebec may prove to be far less smooth than the road paved into New Brunswick.

During the crtc call for submissions on the Cable Fundy rate increase, over 100 associations and individuals registered their support. Only one negative response was entered ­ signed by all of Quebec's broadcasters.