The new CBC plan, a complete reversal of the corporation’s much ballyhooed proposed strategy of less than three years ago, is to go all out for a bigger piece of the Canadian advertising pie, including skimming bigger shares of the online digital ad market.
In late 2016, under former CBC/Radio Canada chief Hubert Lacroix, the corporation proposed “removing advertising from CBC/Radio-Canada.” The strategy, said the CBC report, would “free up advertising revenue to help… private media companies transition to a digital environment.”
Now, under the CBC’s new president, Catherine Tait, the public broadcaster — which received $1.1 billion in federal cash last year — aims to do the opposite. It
plans to continue to use that billion-a-year public slush fund to grab more advertising dollars and build a digital machine that will make it even more difficult for its private media competitors to transition to a digital environment.
The CBC has failed to reveal the amount of money it is now diverting into building a media machine that directly competes with private media, including other TV networks, newspapers and countless digital sources of news and information.
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