As the CBC’s new head of English services Barbara Williams told The Globe’s Simon Houpt, “the factual fun format stuff is engaging, and it draws a big audience, and it brings people into our schedule, and from there you promote them into the other things they might not have known about – that’s how TV programming still works.”
What is clear is the current Liberal government’s move to inject $675-million into the CBC over five years, ostensibly allowing it to preserve its core news and public affairs operations, has not stopped the public broadcaster from encroaching further on the private sector’s turf. The public broadcaster’s advertising revenues fell 3.4 per cent in the first nine months of its 2018-19 fiscal year, to $181-million, with English-language conventional and digital advertising taking the biggest hit. The percentage drop on the English network was 8.2 per cent during the period ending Dec. 31, while advertising revenue at Radio-Canada rose 1.1 per cent.
globebusiness Most original CBC content is ‘higher brow’ and attracts more educated audiences than that of its domestic competitors. Its objective is to grow its audience, so aiming lower probably makes strategic sense.
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