Hinterland Who's Who

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Hinterland Who's Who is a series of 60-second public service ads profiling Canadian animals and birds, produced by Environment Canada in the 1960s. The distinctive refrain of flute music that each of these ads opened with, along with the deadpan style of the narrator, John Livingston, describing the animal over footage of it taken in the wild, became a widely recognized and often parodied feature of Canadian pop culture. At the end of each message, he reminds viewers, "For more information, contact the Canadian Wildlife Service in Ottawa."

In 2003 Environment Canada began producing new episodes of Hinterland Who's Who, featuring two versions:

those containing the quiet narrative of the original series of commercials
those containing modern background music, directed at younger viewers

In both cases, the new Hinterland Who's Who narrative includes suggestions for conservation along with the description of the animal and its behaviour.