Schreiber Media Centre Celebrates 5 Years of Engaging with Communities

Five years ago, Donna Mikeluk, former CEO of the Schreiber Public Library, and Kim Krause, a councillor at the time, ventured into uncharted territory with plans to create a community channel for Schreiber. The Schreiber Media Centre (SMC) was established as a nonprofit organization, supporting the library’s media literacy initiative. A space in the library’s basement was transformed into a small studio equipped for live streaming, green screen production, and three-camera recording. The mixed-use control room/edit suite also facilitates audio mixing and graphic design.

This year, the Schreiber Media Centre marks its fifth anniversary, thanks to the ongoing support from the communities of Schreiber, Terrace Bay, Rossport, and Pays Plat. Without financial backing from the Local Journalism Initiative (LJI) grant, this project would not have been possible. The grant helped SMC acquire initial equipment and covers the salary for a part-time local journalist, who is responsible for reporting on the impact of this funding—designed to give rural communities a voice on issues often overlooked by mainstream media.

Over the years, content requirements, formats, and deliverables have evolved, and what works in one community doesn’t always translate to another. Policies and procedures naturally shift as programs adapt, but one constant remains: the journalist’s role in delivering content that reflects the town and impacts its residents. At times, it has felt like reinventing the wheel. As an alternative to mainstream news, LJI recipients have had to carve out unique identities while covering local issues. In Schreiber’s case, the phrase “necessity is the mother of invention” rings true. With minimal operating capital, SMC has consistently innovated to maintain content quality—an impressive feat given that most of the content is produced by a single individual (a senior from a minority group with chronic health issues) and a handful of volunteers.

But what impact has the LJI had on Schreiber and surrounding communities? Some residents have expressed a desire for a wider variety of programming—a sentiment journalist Kim Krause agrees with. Looking at past successful programs, it’s clear what resonates with viewers. When EMS services were under threat of closure, Schreiber and Terrace Bay residents organized a silent protest by displaying posters in their windows. That program garnered over 1,100 views. A short piece on a winter storm reached 1,600 views. A series of short interviews during Terrace Bay’s 75th anniversary celebrations attracted 1,700 views, while the most recent high school graduation ceremony had over 500 viewers.

Last year, the closure of Terrace Bay’s main employer, the pulp mill, deeply affected the community. SMC documented the events leading up to the shutdown and followed local MPPs and community leaders as they grappled with the consequences. A follow-up report is planned once more information emerges regarding a potential reopening. The recent candidates’ debate was made possible through collaboration with other community organizations. A workshop introducing seniors to AI, co-produced with Schreiber Public School, has sparked new upcoming projects with the school. A seniors’ event celebrating Italian cuisine and culture was created in partnership with the Schreiber Senior Centre and even edited by the coordinator’s daughter.

The Indigenous community of Pays Plat, just a few kilometers from Schreiber, has been featured many times—covering everything from July 1st celebrations to Pow Wows, cultural events, and a leading story on the community’s economic development. SMC has always prioritized collaboration with all groups to foster community spirit and keep residents informed. Just last month, the region’s only bank—within a 200 km radius—announced it would close permanently this summer. This will have a devastating impact, and SMC is currently producing a story highlighting the challenges this will create for residents along the North Shore of Lake Superior.

Recently, a Schreiber councillor praised SMC’s work, particularly its coverage of council meetings, noting the high quality of intros, presentation, agenda placement, sound, and visuals. The Schreiber Media Centre’s YouTube channel remains the sole source for residents to access updates and council information. While it’s difficult to measure whether any of these stories directly led to policy changes, they have undoubtedly sparked dialogue, educated residents, and strengthened community bonds. Considering Schreiber has fewer than 1,000 residents and Terrace Bay fewer than 1,600, the engagement rate is staggering—some programs have achieved a 70% viewership relative to the population.

That’s an undeniable impact.

It has been a strange but remarkable journey so far, and hopefully, the Schreiber Media Centre will continue to provide a platform and a voice for residents in this remote region.