Alberta
Getting to know… AMPIA
What is AMPIA?
Alberta Media Production Industries Association (AMPIA) is a vibrant non-profit, member-driven association that leads, builds and promotes Alberta’s screen-based production industry.
When/how/why was it formed?
AMPIA was the first film and television Industry Association in English-speaking Canada. It was formed in 1973 by a small but energetic group of industry professionals in order to represent their common interests and to advocate for and promote the Alberta Film & Television Industries. The primary method of promoting the achievements of the Industry is through the Alberta Film and Television Awards, which just celebrated their 45th Anniversary, making them the longest-running film and TV Awards show in English Canada.
How does it support Media production in the province?
The mandate of the Alberta Media Production Industries Association (AMPIA) is to promote and support the growth of screen-based production within Alberta. This is accomplished by providing services in Communications, Professional Development, Marketing, Membership Benefits and Advocacy to all levels of Government and regulatory bodies such as the CRTC.
How many members are there in the association?
AMPIA has approximately 200 individual members as well as member companies, representing over 2,000 industry professionals — a cross-section that includes producers, directors, screenwriters, performers, craftspeople, distributors, exhibitors, broadcasters, digital and web-based content creators and students engaged in film and media studies.
How large is Alberta’s Media Production Industry?
Volume of production in Alberta in 2017-18 was $308 Million, making it the fourth largest in Canada after BC, Ontario and Quebec.
How has the industry changed in the past 10 years?
The major change in the Industry is the rise of OTTs (Over the Top) distribution platforms such as Netflix, Hulu and Amazon Prime. These platforms operate in the Canadian market and yet make no contribution to Canadian content through the Canada Media Fund. Nor do they make any contribution to the Canadian economy, as they don’t pay taxes in Canada. As the traditional Broadcasters face increasing competition for advertising revenue, the amount of funding available for Canadian producers is shrinking rapidly.
What is your greatest opportunity to make a positive impact and what does that look like?
Alberta’s production was just over $300 Million and supported approximately 5,500 jobs in 2017-18, whereas next door in BC their volume of production was $3.8 Billion, with over 75,000 people working in production and post-production. Our greatest opportunity would be to level the playing field between Alberta and other jurisdictions in North America, which will lead to growth in jobs and economic impact in our Province.
What is the greatest threat to the industry in Alberta?
The lack of a competitive incentive. Most jurisdictions in North America use a tax rebate system, as opposed to the grant system used in Alberta. The grant system is beneficial in that it is faster and easier to administer than a tax rebate; however, the problem is the Fund is capped at $7.5M per project, making large-scale productions unfeasible. A tax rebate system has no cap.
Premier Danielle Smith issued the following statement on the April 2, 2025 U.S. tariff announcement:
“Today was an important win for Canada and Alberta, as it appears the United States has decided to uphold the majority of the free trade agreement (CUSMA) between our two nations. It also appears this will continue to be the case until after the Canadian federal election has concluded and the newly elected Canadian government is able to renegotiate CUSMA with the U.S. administration.
“This is precisely what I have been advocating for from the U.S. administration for months.
“It means that the majority of goods sold into the United States from Canada will have no tariffs applied to them, including zero per cent tariffs on energy, minerals, agricultural products, uranium, seafood, potash and host of other Canadian goods.
“There is still work to be done, of course. Unfortunately, tariffs previously announced by the United States on Canadian automobiles, steel and aluminum have not been removed. The efforts of premiers and the federal government should therefore shift towards removing or significantly reducing these remaining tariffs as we go forward and ensuring affected workers across Canada are generously supported until the situation is resolved.
“I again call on all involved in our national advocacy efforts to focus on diplomacy and persuasion while avoiding unnecessary escalation. Clearly, this strategy has been the most effective to this point.
“As it appears the worst of this tariff dispute is behind us (though there is still work to be done), it is my sincere hope that we, as Canadians, can abandon the disastrous policies that have made Canada vulnerable to and overly dependent on the United States, fast-track national resource corridors, get out of the way of provincial resource development and turn our country into an independent economic juggernaut and energy superpower.”
From the Fraser Institute
By any measure, Alberta is an energy powerhouse—within Canada, but also on a global scale. In 2023, it produced 85 per cent of Canada’s oil and three-fifths of the country’s natural gas. Most of Canada’s oil reserves are in Alberta, along with a majority of natural gas reserves. Alberta is the beating heart of the Canadian energy economy. And energy, in turn, accounts for one-quarter of Canada’s international exports.
Consider some key facts about the province’s energy landscape, as noted in the Alberta Energy Regulator’s (AER) 2023 annual report. Oil and natural gas production continued to rise (on a volume basis) in 2023, on the heels of steady increases over the preceding half decade. However, the dollar value of Alberta’s oil and gas production fell in 2023, as the surging prices recorded in 2022 following Russia’s invasion of Ukraine retreated. Capital spending in the province’s energy sector reached $30 billion in 2023, making it the leading driver of private-sector investment. And completion of the Trans Mountain pipeline expansion project has opened new offshore export avenues for Canada’s oil industry and should boost Alberta’s energy production and exports going forward.
In a world striving to address climate change, Alberta’s hydrocarbon-heavy energy sector faces challenges. At some point, the world may start to consume less oil and, later, less natural gas (in absolute terms). But such “peak” consumption hasn’t arrived yet, nor does it appear imminent. While the demand for certain refined petroleum products is trending down in some advanced economies, particularly in Europe, we should take a broader global perspective when assessing energy demand and supply trends.
Looking at the worldwide picture, Goldman Sachs’ 2024 global energy forecast predicts that “oil usage will increase through 2034” thanks to strong demand in emerging markets and growing production of petrochemicals that depend on oil as the principal feedstock. Global demand for natural gas (including LNG) will also continue to increase, particularly since natural gas is the least carbon-intensive fossil fuel and more of it is being traded in the form of liquefied natural gas (LNG).
Against this backdrop, there are reasons to be optimistic about the prospects for Alberta’s energy sector, particularly if the federal government dials back some of the economically destructive energy and climate policies adopted by the last government. According to the AER’s “base case” forecast, overall energy output will expand over the next 10 years. Oilsands output is projected to grow modestly; natural gas production will also rise, in part due to greater demand for Alberta’s upstream gas from LNG operators in British Columbia.
The AER’s forecast also points to a positive trajectory for capital spending across the province’s energy sector. The agency sees annual investment rising from almost $30 billion to $40 billion by 2033. Most of this takes place in the oil and gas industry, but “emerging” energy resources and projects aimed at climate mitigation are expected to represent a bigger slice of energy-related capital spending going forward.
Like many other oil and gas producing jurisdictions, Alberta must navigate the bumpy journey to a lower-carbon future. But the world is set to remain dependent on fossil fuels for decades to come. This suggests the energy sector will continue to underpin not only the Alberta economy but also Canada’s export portfolio for the foreseeable future.
Jock Finlayson
Senior Fellow, Fraser Institute
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