Crossroads & YES TV: A Dynamic Partnership of Faith, Media, and Impact
CROSSROADS & YES TV
A Dynam i c Pa rtnership of Faith , Me d i a , and Impact
NEW ERA
Since 1962, when David Mainse founded Crossroads as a trailblazer in Christian broadcasting, much has changed. Addressing today’s realities requires strategic leadership, adaptability, and a commitment to preserving the mission while innovating to stay impactful.
Shifting Cultural Attitudes Toward Religion
Declining church attendance can challenge the appeal of explicitly faith-based organizations to broader demographics.
Technology and Digital Transformation
Charities must embrace digital platforms to engage donors, run campaigns, and share their mission. This requires investments in social media, websites, and donor management systems.
Changing Donor Expectations
Donors today often prefer to support targeted projects or causes rather than general operations, requiring clear communication about program goals and results.
Legal and Regulatory Changes
Tighter CRTC regulations mean governments are increasingly scrutinizing television broadcasters, enforcing stricter operating rules. Shifting regulatory landscape poses new challenges for faith-based charitable status.
1980-1999
Same Purpose
PERSONAL COMPUTERS
Revealing the transforming story of Jesus through inspiring and innovative media to anyone, anywhere, anytime. Our purpose remains unchanged: sharing the Gospel yesterday, today, and tomorrow.
"Forget the former things; do not dwell on the past. See, I am doing a new thing!...I am making a way in the wilderness and streams in the wasteland."
Isaiah 43:18-19 (NIV)
1998: Gospel in the Public Square
In 1998, Crossroads launched its own television platform under the name CTS (now YES TV), creating a modern public square for sharing the gospel during prime time. This strategic move adapted to the evolving media landscape and fragmented audiences, ensuring our message remains accessible and relevant for evangelism.
By doing so, Crossroads preserves the integrity of its message while expanding its reach to engage a diverse audience. Becoming a broadcaster reflected our commitment to maintaining a presence in public discourse while staying true to our mission.
2000-2020
But the times, they are a changing
We believe that unity in Christ is key to rekindling faith, rebuilding communities and pushing back the creeping shadows of these changing times.
Committed to Maintaining a Christian Voice in the Public Square
Over the last 60 years, cultural transformations have been profound, reflecting shifts in societal values, beliefs, and political landscapes. The once widely accepted Christian morals have gradually given way to a more diverse array of perspectives, influenced by secularism, globalization, technological advancements, and increased multiculturalism. This cultural evolution has led to a more fragmented societal landscape, where pluralism and individual expression
are more prominent. Politically, the discourse has also undergone significant changes, becoming more polarized and nuanced, with an emphasis on individual rights and representation.
SMARTPHONES
Navigating discussions around faith and politics now requires heightened sensitivity and awareness of diverse viewpoints so that conversations remain relevant and respectful while we remain true to mission and values as organizations.
Globalization and Local Contexts
Global Connectivity
The ease of global communication means Christian charities can expand their reach but also face competition from other organizations for support.
Cultural Sensitivity
Operating internationally requires deeper understanding and respect for local cultures, which may require rethinking traditional methods or messaging.
Emerging Issues
New global challenges like climate change, refugee crises, and pandemics necessitate adaptive responses to maintain our operations.
Tax laws
Changes in tax policies regarding charitable contributions can directly impact giving patterns.
Online Engagement
The rise of digital engagement and virtual communities has altered how people connect with our initiatives, requiring innovation in ministry and outreach while affording new opportunities for local and global outreach.
And surely I am with you always, to the very end of the age.
Matthew 28:20
RELATIONSHIP BETWEEN CROSSROADS & YES TV
2020+
RENEWED VISION
While working symbiotically, Crossroads, the Ministry-Driven Charity, and YES TV, the Values-Driven Nonprofit, are two separate organizations governed by different federal and provincial laws and, in the case of YES TV, by different broadcasting regulatory rules set forth by the CRTC for faith-based television.
Crossroads & YES TV operate differently but with shared oversight by the same Board, CEO, and Executive Leadership Team
Crossroads Charity
Donor-funded ministry programs include 100 Huntley Street, See Hear Love, the Prayer Centre, and Crossroads Cares.
Revenue-generating Platform for the Gospel so it goes forward via television and via streaming.
DIFFERENT TIMES
More Relevant than Ever
Across Canada a profound shift is underway. One-third of young adults now identify with no religion, while only half of the population still call themselves Christian. Think of the millions of people who would NOT hear the Gospel message if we were not broadcasting and revealing His story on behalf of believers everywhere.
Safeguarding What’s Important
David Mainse, a visionary in Christian broadcasting, founded YES TV over 25 years ago with the foresight to safeguard the Gospel's presence in primetime television. Recognizing the potential challenges that Christian broadcasters would face, he was determined to create a platform where the message of Christ would remain undiminished. Operating a broadcast network in Canada comes with specific conditions, even for a uniquely religious broadcaster like YES TV.
"Jesus Christ is the same yesterday and today and forever."
Hebrews 13:8 (NIV)
Legacy Continued
Crossroads, with a legacy spanning over six decades, steadfastly upholds its mission of charity and faith-based outreach, a testament to the enduring vision of its founder, David Mainse. Through its flagship program, 100 Huntley Street, and various other ministry initiatives like the Prayer Centre, Crossroads addresses pressing issues that resonate deeply with modern believers. The organization does not shy away from engaging with challenging and often controversial subjects such as Medical Assistance in Dying (MAID), housing affordability, and the cost of living crisis. By doing so, Crossroads continues to provide a platform for meaningful dialogue and spiritual support, reflecting its commitment to both its historic roots and the evolving needs of its community.
Reaching Generations Old and New
Crossroads is a vibrant ministry that effectively bridges generational gaps by addressing contemporary issues with hope and encouragement through a biblical lens. While some might perceive 100 Huntley Street as a program for older generations, it actually resonates with a diverse audience, tackling relevant topics that appeal to viewers of all ages. The ministry’s commitment to clarity and consistency in discussing tough subjects makes it a valuable resource for anyone seeking guidance and inspiration from a biblical perspective.
These conditions include the requirement to offer diverse religious content, which involves airing programming from various faith groups, and ensuring a quota of original Canadian content. Despite these mandates, YES TV remains committed to staying true to its mission while complying with these regulations, to continue sharing the Gospel with both current and future generations in Canada. For the millions who tune into our television network, both believers and non-believers, it’s an opportunity to connect and be encouraged with the message of the Gospel.
7M+
Broadcast Subscribers in Canada, millions of YouTube views monthly
Despite being a well-kept secret in Canada, Crossroads is dedicated to expanding its reach and impact, and you can play a crucial role in helping to spread the word about its transformative programming. Whether through personal recommendations or sharing content on social media, your involvement could introduce others to the meaningful work that Crossroads is doing.
United Response
Without a united response, an entire generation risks slipping into a spiritual void. Yet when we stand together in faith our individual lights combine into a brilliant blaze of hope, piercing the darkness and illuminating the way forward.
Together in Christ, we can change Canada’s story, bringing His message of love and redemption to every corner of Canada and beyond. Join us as we continue this legacy and Ignite Hope through the power of unity.
