Canadians Forced to Buy U.S. Programming: CBC Calls for Action on Broadcasting

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In an exclusive interview with Broadcaster Magazine, Canadian Broadcasting Corporation's Richard Stursberg, the Executive Vice-President of English Services, says that current successes that the national broadcaster is enjoying will extend across multiple media platforms in the near future.

"The future is good," he said, going on to note positive developments for the public broadcast in radio ratings, specialty television and sports coverage, online and Internet content distribution and more. "We like how things are going."

Developments in online and wireless media distribution are being explored, thanks to some experimental license arrangements, and that platforms such as HD Radio, online broadcasting, and wireless media distribution will be included in the mix.

Stursberg oversees all aspects of CBC's English language services, which includes, among other things, the main network (CBC), specialty channels (Newsworld, a 24-hour all news channel, The Documentary Channel, and bold-TV) online initiatives such as CBC.ca and Radio 3, along with AM and FM national radio networks, all with a combined budget of more than $770 million and approximately 5,000 employees.

David Bray, industry analyst and Senior, Vice President of Hennessy & Bray Communications conducted the interview with Richard Stursberg as part of his regular Broadcaster Magazine Podcast, available online at no charge.

Speaking about the somewhat controversial news regarding a change in programming format for CBC Radio 2, Stursberg agreed that "We are attempting to broaden the musical mix available on Radio 2," saying that a fuller musical spectrum would be aired, including emerging artists and much more Canadian content, as much as 60% in some genres.

Stursberg said the "same thoughtful, informative voice will be maintained" on Radio 2, even as the musical landscape changes.

With the changes, Stursberg noted that recent CBC Radio (both FM and AM) ratings are among the highest ever received by the public broadcaster, and that its morning shows are making Top Ten appearances in markets across the country.
Stursberg also noted that CBC held the Number One spot on iTunes for downloading Canadian TV shows, with The Tudors.

Speaking on the recent hearings into the Canadian broadcast landscape, and particularly the distribution of TV channels across the country, Stursberg said in the interview that "Our view conventional nets on the same footing as specialty….we should qualify for a fee."

The fees, he added, should be tied to Canadian content programming commitments.

Stursberg said he was "a little bit lost" by cable carriers' self-described financial concerns as expressed at the hearings, and he called for a very small basic cable tier, one with mandatory coverage of Canadian conventional channels, plus educational outlets.

Stursberg said that current cable configurations "force Canadians to buy U.S. channels" a fact seen by many as counterproductive when trying to boost Canadian content and support Canadian content providers.

Meanwhile, in his first appearance before the Standing Committee on Canadian Heritage as President and CEO of CBC/Radio-Canada, Hubert T. Lacroix pressed the need for the Federal Government to implement the Committee's report CBC/Radio-Canada: Defining Distinctiveness in the Changing Media Landscape.

"The report highlights the importance of public broadcasting in Canada, and the belief, that I strongly share, that CBC/Radio-Canada should continue to play a pivotal role in the social, cultural, and democratic life of this country," Lacroix said in his opening remarks to the Committee.

Lacroix, along with Sylvain Lafrance and Stursberg, the Executive Vice-Presidents of French and English Services, respectively, appeared before the Committee to address their recent review of the broadcaster's mandate, discuss some of their priorities, and reiterate the call for a seven-year Memorandum of Understanding with Canadians that would define CBC/Radio-Canada's role in the evolving media landscape.

Lacroix stressed the urgency and importance of developing an MOU with Canadians, calling it an imperative tool to ensure the national public broadcaster remains relevant in a modern broadcasting environment. In particular, with licence renewals beginning in 2009, having an MOU in place is in the interest of good governance and efficient planning for all the services CBC/Radio-Canada offers to Canadians.

"This document would clarify for all Canadians the services we will provide and the resources necessary to do it," Lacroix said. "And that, in turn, would enable CBC/Radio-Canada to evolve as a critical cultural institution in this country - according to the needs and objectives identified for it by Government and Parliament."

The President and CEO called the Committee's report a blueprint for action, saying the broadcaster is ready to work with the Government to immediately begin developing the memorandum, and is looking forward to the Government's response to the report in June.


mediacastermagazine.com - Mediacaster - 5/5/2008