They recommend dropping domestic genre protections, freeing up consumer choice by creating greater flexibility in program bundling, and removing some advertising restrictions. More controversially, they suggest re-thinking the simultaneous substitution rules, which they note results in Canadian broadcasters having their schedules largely dictated by the decisions south of the border. Although highly profitable, the rules have not generated the anticipated Canadian content benefits. Moreover, increasing costs for U.S. programming and the move toward online streaming threatens to further erode this cash cow.—Broadcasting Policy for a World of Abundance