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OTTAWA - Coming soon to a Canadian TV near you: American ads during the Super Bowl.The iconic U.S. pitches, which are nearly a bigger draw than the game itself, must be shown on Canadian television starting in 2017 instead of broadcasters swapping in Canadian ones, the Canadian Radio-television and Telecommunications Commission declared Thursday.The Super Bowl is something special, Jean-Pierre Blais, chairman of the CRTC, said in an interview.The advertisement around the Super Bowl is part of the spectacle, theres hype and has been for decades before the event and during the event. It is very much a special case.Thursdays decision is the latest consumer-friendly move from the broadcast regulator as it seeks to respond to the way changing technology is giving people more choice and the ability to have a louder voice when deciding how they want to watch TV.The practice of simultaneous substitution, known as simsub, allows Canadian broadcasters who buy American shows to swap out U.S. ads for Canadian ones.But at the same time, it enrages viewers, who each year deluge the CRTC with complaints during Super Bowl season, especially when technical glitches cut off key plays in the game, Blais said.The ad swaps are an exception to the general rule that broadcasters cant alter the signals they receive and send over the air. But the revenue they generate is considered essential and is why broadcasters will still be able to do it for everything else, including live events such as the Academy Awards or World Series.We are maintaining the exception because there is some value, about $250 million, to the broadcast system which they then can invest in news and information but it is an exception, he said.And the Super Bowl is an exception in that world because the advertisements are part of the spectacle.The CRTC will keep a watchful eye on how broadcasters handle the ad switches, threatening penalties for mistakes that compromise broadcasts.Live-event simultaneous substitution makes $40 million for CTV, which currently owns the broadcast rights for the Super Bowl.The change may reduce the incentive for any Canadian network to carry the game, suggested Adam Shine, a telecom, cable and media analyst at National Bank Financial.The broadcaster has effectively been stripped of material revenue related to the game, and domestic advertisers get no exposure during the biggest TV event of the year, he said in an e-mail. This year, CTV is believed to be charging between $170,000 and $200,000 for 30 seconds of airtime during the game.They expressed dismay at the news, saying it will cost Canadian jobs.Sure viewers will get to watch Wells Fargo ads in the Super Bowl instead of RBC, or Target and Wal-Mart instead of Canadian Tire, said Scott Henderson, the vice president of communications for Bell Media, the parent company of CTV, in an e-mail.But those advertising dollars will go directly to American companies instead of Canadian content creators and broadcasters.Canadians already flock to YouTube to check out the latest crop of U.S. commercials, some of which cost millions to produce and look like miniature films.One of them is the CRTCs Blais, who admitted to going online to check them out himself.There are ways of seeing it but in this decision we are saying Canadians are adult enough to be able to see it along with everybody else on the platform they were designed to be broadcast on, he said.Another CRTC decision Thursday gives consumers a little bit more flexibility to watch ads on their mobile devices.The regulator ordered Bell Mobility and Videotron to stop giving their own mobile television services an unfair advantage over other Internet services.The two companies had exempted their own TV services from standard monthly data charges while content from other websites or apps — like YouTube — was counted against a customers data cap. 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Hernandez (3-0) struck out 11 and shut down Oakland for the second time in a week, becoming the first Mariners pitcher to win three times in the first nine games of a season. With the usual "Kings Court" for Hernandez home starts expanded to a "Supreme Court" encompassing the entire stadium with yellow shirts and "K" cards, Hernandez gave up four hits in the 28th double-digit strikeout game of his career. CHICAGO -- Pau Gasol talked to Joakim Noah when the Chicago Bulls travelled to Los Angeles to recruit the free-agent centre. He spoke with Derrick Rose over the phone, and Mike Dunleavy also reached out to the 7-foot veteran. What Gasol found was a hungry team in search of a championship, and it was enough to convince the skilled Spaniard to trade the warmth of Southern California for the cold winters of the Windy City. Gasol and newcomer Nikola Mirotic were at the United Center on Friday for a pair of press conferences announcing their new contracts. The 34-year-old Gasol begins his 14th NBA season with career averages of 18.3 points, 9.2 rebounds and 3.3 assists, and the 6-10 Mirotic joins the Bulls after a successful final season with Real Madrid. "It was a gut feeling. I thought Chicago was going to be the best fit for me," Gasol said. "Its a great challenge, but Im driven by challenge. I look forward to it." Gasol began his career with Memphis and was traded to Los Angeles in February 2008. He formed a strong bond with Kobe Bryant while helping the Lakers to three consecutive NBA Finals from 2008-10, winning the title the last two of those years. Weighing interest from NBA champion San Antonio and Oklahoma City among other teams, Gasol said his conversations with Noah and Rose helped sway him to Chicago. Noah was the leagues defensive player of the year last season, and Rose is coming back from a pair of knee injuries which kept the 2011 MVP out for much of the last two seasons. "How humble they were, I think thats real important to be able to not have big egos, that makes things a lot easier," Gasol said. "Their passion, their hunger as well. Theyre hungry. Theyre hungry to win, thats something that I wanted to also come into, to be a part of a hungry team." Rose played only 10 games last season before he was shelved for the yeear by a torn meniscus in his right knee.dddddddddddd Chicago still managed to win 48 games and make the playoffs, where it lost to Washington in the first round. Rose is expected to return this season, and the addition of Gasol and Mirotic should give Chicago one of the deepest frontcourts in the league. Noah set career highs with 12.6 points, 11.3 and 5.4 assists per game last year, and Taj Gibson blossomed into one of the leagues top reserves. The Bulls used the amnesty clause to cut Carlos Boozer on Tuesday, leaving an opening in the starting lineup. But coach Tom Thibodeau isnt sure what the lineup is going to look like just yet. "I dont know how its going to unfold," he said, "you know, who will be the starter, whos finishing? Maybe we change as we go. Were going to see once we get everyone out there together. Were always going to do whats best for the team." Gasol, a Barcelona native, also should be able to help with Mirotics transition to the NBA. The 23-year-old Mirotic, who was acquired in a 2011 draft-night deal with Minnesota, averaged 12.4 points while shooting 46 per cent from 3-point range last season with Real Madrid. Mirotic, a stretch power forward who has drawn comparisons to sharpshooters Hedo Turkoglu and Ryan Anderson, was believed to be one of the top players in the world outside of the NBA. "I strongly believe that I am ready for this challenge," Mirotic said through an interpreter. Gasol, Mirotic and first-round draft pick Doug McDermott address one of Chicagos biggest problems from a year ago. The Bulls had the NBAs top defence last season, allowing 91.8 points per game, but they also averaged a league-low 93.7 points. "I think weve added shooting. Of course, getting Derrick back is a huge piece," Thibodeau said. "So it depends how it all fits together. We wont know until we get out there." ' ' '