Natyf TV: Leveraging the Strategic Advantages of Certification
February 18, 2026
In today’s world, where organizations need to combine creativity, agility and discipline more effectively than ever before, a thoughtful, well-planned approach to growth is a must. Executive Education HEC Montréal’s Certification in Strategic Management and Leadership provides the tools to help make this transformation happen, empowering Black entrepreneurs to align their vision with their business model and their operational requirements so they can move forward. Natyf TV founder and CEO Jean-Yves Roux is one of the business leaders who have chosen this structured learning path.
Université de Montréal alumnus Jean-Yves Roux knows a thing or two about working in the media. He started producing music videos at an early age and has developed keen insight into the audiovisual industry over the years.
At C2 Montréal in 2012, he first heard about an emerging platform known as Netflix. His curiosity was piqued. He downloaded the application and immediately understood that this was more than a new player in the market. It was a true disruptor. “When I saw how quickly and smoothly everything was streaming and how good the content was, I thought to myself, from a technology perspective, this is going to change everything.”
The realization was a turning point. But if television was to undergo a profound transformation, Roux thought, it should also push forward in terms of cultural diversity and Francophone representation: “I wanted to create something that would bring a little more colour to the screen.”
Not long afterward, he filed an application with the Canadian Radio-television and Telecommunications Commission for a broadcasting licence. After a few years of development, Natyf TV hit the air in June 2018.
The right program at the right time
In the years since, the audience for Natyf TV’s French-language, diversity-driven programming has grown to over 2.3 million Canadian cable subscribers and as many web viewers around the world. But that’s only the tip of the iceberg. The company is now focusing on accelerating the development of a third version of its streaming platform and on bringing on investors.
It was at this pivotal moment that Jean-Yves Roux and his partner Nancy Dubuisson (COO & Director of Programming) chose to enroll in the Certification in Strategic and Management Leadership. “The timing has been perfect!” says Roux. “We were looking to articulate our vision and put together a winning plan to approach prospective investors. The certification program materialized at exactly the right moment.”
The real-world value of the executive education program became clear in no time. The topics covered are directly informed by the core issues facing growing businesses, making for an immediate and tangible impact.
“Our team isn’t the same as it was only a few months ago,” he says. “We feel so much better equipped for the future now. What we’ve learned is very useful for businesses at our stage of development and for dealing with equity, financing, structure and other matters.” The certification program has helped Roux lead his team with confidence, clarify strategic decisions and prepare everyone for the next phase of the organization’s growth.
Building a powerful network for Black communities
Beyond the individual benefits of the program, Roux believes firmly in the importance of developing a solid entrepreneurial ecosystem. He says that the Certification in Strategic and Management Leadership is unique in its focus on the needs of Black entrepreneurs at a key point in their growth.
“Our community doesn’t have access to a ready-made, far-reaching business network,” he explains. “There really isn’t anyone who knows the processes involved and can act as a springboard. That’s the problem. This certification is helping to guide this first generation of leaders in building a network, in growing from small operations to thriving corporations and in creating wealth within our community.”
By gathering together learners facing similar challenges, the program can help shape a resilient, experience-based business network and encourage professionals to share their experience and insight. This is essential to paving the way forward and cultivating a strong and sustainable Black entrepreneurial ecosystem.
Looking ahead
Roux also points out something that many people tend to overlook: when you enrol in the certification program is as important as what you learn. It’s not just about where a business is in its development — it’s also about the business owner’s headspace and level of engagement. “You have to spend time on the program, work to meet the requirements, do the follow-up, prepare the documentation and apply what you have learned. Otherwise, it’s pointless.”
From his perspective, the program is for entrepreneurs who are at a point where they are ready to make personal sacrifices and take an honest look at how their organization is run. “That means rethinking how you manage things, putting a real board of directors in place, reviewing your legal structure and updating your decision-making processes. It’s not always exciting work, but it’s absolutely necessary if you want to advance to the next level.”
Renewed momentum to go farther and accomplish more
Roux’s time with the Certification in Strategic and Management Leadership will soon be coming to end, but what he has learned will continue to influence Natyf TV. He and his team have already put the foundations in place for the next stages of the organization’s development. Some of his plans remain confidential, but the goal is clear: building an even stronger organization that can go farther and accomplish more.
Access to funding, although not a be-all and end-all, helps propel growth. “In life, it’s not all about money, it’s about the drive to make things happen,” says Roux. “You can have all sorts of opportunities given to you, but if you’re not ready to push beyond your comfort zone, you won’t go anywhere.”
Embracing new ways of doing things, learning how to see the world differently and questioning the status quo: these are what Roux thinks are the keys to strong leadership and what will ultimately guide Natyf TV’s next steps.
➲ Learn more about the Certification in Strategic Management and Leadership.