A bold initiative to increase the quality and quantity of science stories in the media was officially launched last week with the unveiling of the Science Media Centre of Canada (SMCC). Conceived three years ago as a behind-the-scenes facilitator of science information, the SMCC is raising its initial funding requirements with charter memberships of $5,000 each and is aiming to commence operations next summer. Annual operating costs are estimated at between $500,000 and $600,000 All sources of funding are being considered, including government departments and agencies and no single source will exceed 10% of the total.

A feasibility study funded by the Canada Foundation for Innovation (CFI) found overwhelming support for the concept and a steering committee was established, chaired by Suzanne Corbeil, CFI's VP external relations and communications. "A few years ago, I was at a number of British and German conferences looking for how to move a society into a culture of innovation. I saw that a media centre can help this flourish," says Corbeil.

The SMCC plans to compile a lengthy list of science experts in every conceivable field and issue. It will offer a rapid response service (returning media calls within 30 minutes), media briefings on demand, training workshops, media training for scientists and maintain a library of photos, graphics video and digital animation.

The UK Science Media Centre has been operating for seven years and is having a significant impact on ensuring that scientific evidence is readily available to journalists. UK Centre director Fiona Fox attended the SMCC launch and described the radically different public reaction to two controversial issues given heavy media coverage.

For genetically modified foods, hysterical media coverage was not countered by the views of the scientific community, resulting in negative public perception and a ban on their use un Britain. For stem cell research involving human and animal genes, scientists were made available to the media, producing more balanced coverage that saw the public accepting the research.

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