I worked for CTV for 5 years in the 1990s, so I saw the money-printing business it was in its heyday. The problem is that they still pay significant fees for the broadcast, and need to liquidate the costs. There are 4 options: 1) Cover American ads with Canadian ads, add no further value, and run a non-viewer friendly business that will last as long as they (and their lawyers) can milk it; 2) add value to their broadcast of the Superbowl, reinvesting some of the profit they make off the broadcast, so a Canadian viewer might choose to watch it over the American broadcast (a contest isn't adding value IMHO); 3) don't try to add value to the Canadian broadcast, and renegotiate Canadian rights lower to match reduced revenue in light of the fact that viewer choice is going to be a fact in the future, CRTC notwithstanding; or 4) give up, don't re-broadcast U.S. programming because viewers can get it all on U.S. channels,and deliver Canadian content that Canadians want to watch. Tough one.