Bronfman was a founding co-chairman of Historica, producers of the Heritage Minutes series of television shorts. It was at an early meeting of this foundation (originally the CAB Foundation) that he asked the members, "If television can use 30 seconds or 60 seconds to persuade people that Cadillacs or cornflakes are interesting, couldn't we also use that short piece of time to persuade Canadians that their history is interesting? You tell me how to do it, and I'll fund it." It was out of that discussion that the Heritage Minutes were conceived, piloted, distributed through cinemas and broadcasters across the country, and then confirmed as a major contribution of the Foundation — which a few years later became Historica, recently merged with the Dominion Institute.