Cbc and children's tv
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The document discusses the CBC's plan to introduce advertising on a new children's digital TV channel in order to generate revenue and help address its $200 million budget shortfall. It argues that a children's channel could help CBC fulfill its mandate of providing distinctly Canadian programming while attracting younger viewers. However, it acknowledges concerns about the effects of advertising on children's development. The document concludes that if CBC establishes responsible advertising policies and prioritizes its public service mandate over revenue, advertising could help CBC survive financially without compromising its values or harming children.
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Cbc and children's tv
- 1. Why Children’s TV is Important and How Advertising Can Help CBC and Children’s TV Nancy (Yuan Si) Jiang
- 2. CBC Mandate ▪ should provide radio and television services featuring programming that informs, enlightens and entertains ▪ Programming should: ▪ be predominantly and distinctively Canadian, reflect Canada and its regions to national and regional audiences, while serving the special needs of those regions, ▪ actively contribute to the flow and exchange of cultural expression, ▪ be in English and in French, ▪ Be equivalent quality in English and French, ▪ contribute to shared national consciousness and identity, ▪ be made available throughout Canada, and ▪ reflect the multicultural and multiracial nature of Canada.
- 3. What we know… ▪ Reduced government appropriation by $115 million ▪ Projected $200 million financial pressure
- 4. The CBC Plan? ▪ Reduce, reduce, reduce: – 657 job cuts (next two years) = 8% of total work force – No longer competing for rights for professional sports broadcasting – Bold, a CBC specialty digital TV channels, on sale ▪ Including… – Cancellation of the planned launch of a kids digital TV channel
- 5. CBC should not cancel kids Digital TV ▪ CBC needs to be progressive, not reactive ▪ Kids Digital TV is a window of opportunity: ▪ To fulfill their mandate ▪ To attract younger viewers ▪ To continue supporting Canadian programming ▪ To increasing revenue through introducing advertisement on Kids TV
- 6. CBC's Children's department Currently… ▪ Cut backs/Cancellation of CBC Kids Digital Channel, children programming, children online services ▪ Promoter of Canadian content ▪ “Whole Child” focus ▪ Promoter of Gender equality ▪ Ad-free Suggest for the future ▪ Introduce CBC Kids Digital Channel ▪ Improve and maintain CBC Kids web presence ▪ Aggressively market CBC Kids Digital as the trustworthy, wholesome, educational choice to parents ▪ Continue featuring Canadian Content ▪ Maintain “Whole Child” focus ▪ Promoter of gender equality ▪ Develop children’s advertising policy ▪ Introduce ads on CBC Kids Digital Channel
- 7. Moving Content Online The percentage of Canadians with access to the internet continues to rise. 69% of connected households used more than one type of device to go online in 2012.
- 8. A Continual Need for CBC Web Presence “Recognising the need for Canadian public spaces in the online environment, the Committee recommends that CBC/Radio-Canada continue to develop its Internet presence and to make its content accessible online for Canadians.” - The Standing Committee on Canadian Heritage, the 6th Report
- 9. Concerns about Advertising to Kids 1. Advertising is harmful to children’s developmental health American Academy of Pediatrics: • the average child watches about four hours of television a day and sees more than 20,000 commercials each year American Psychology Association: • age 6 and under: cannot distinguish between programming and advertising • age 8 and under: do not understand the persuasive intent of advertising Children’s advertising is correlated with: • Youth obesity • Diminished creativity • Increased risk for eating disorders … and much more.
- 12. Corus Strategy Focus: Improving the lives of Canadian children by supporting programs that encourage childhood development through play, physical activity, arts and entertainment. Improving the lives of Canadian women and their families by supporting programs and initiatives that offer training, skills development and tools that enhance the economic and personal independence of women. Yet… Bottom line is to make profit.
- 13. Advertising “Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.” - Dr. Anthony Curtis, University of North Carolina • Advertising is not evil • Advertising need regulation • CBC can create responsible policy to regulate children’s Digital Channel
- 14. Fiske, Hegemony, and the Media How it influences advertising techniques John Fiske: The Jeaning of America Advertising closely follow the direction of the values of their intended market. Who sets the values of advertisers’ intended market? Logic 1: 1) The elite, which has access to the media, can use it to set the agenda. 2) Media influences perceptions of reality, norms, and values. 3) CBC, as a broadcaster, have access to the media. 4) CBC can influence viewers’ perceptions. To Restate, CBC has a role in creating the proper environment for advertising to work within. Advertisement does not set the agenda.
- 15. Logic 2: 1. CBC demonstrate to parents that it’s children’s programming is THE choice for imparting Canadian values and educational knowledge 2. CBC follows mandate and provides quality Canadian children’s programming 3. Quality programming + parental preference = more youth viewers 4. Children, who are easily influenced, learn and adopt the values of CBC shows 5. CBC youth viewership becomes substantial= growth in advertisement interest in CBC 6. CBC has well-developed Children’s advertising policy 7. To advertise on CBC and appeal to CBC youth audience, advertisers will naturally modify their ad content AKA: We can make CBC cool.
- 16. Advertising is (currently) Necessary for Survival 56% 4% 20% 5% 9% 6% Parliamentary appropriation for operations Additional non-recurring funding Advertising and program sales Other financing income CBC Newsworld, RDI, Galaxie, and CBC Country Canada Amortisation of deferred capital funding CBC/Radio-Canada: A $1.6B Corporation (item not affecting current operating funds) Revenues and operating sources of funds - CBC|Radio-Canada 2007-2008 (millions of dollars) In 2007-08, 20% of total CBC Revenue was advertising. Currently, zero advertising on CBC/Radio-Canada would result in a $533M financial impact.
- 17. Conclusion: CBC will be different 1. The CBC Mandate takes precedence 2. Advertising on Children’s Digital Channel is secondary and supplementary to improving and providing quality Canadian content 3. Today’s youth are tomorrow’s future 4. CBC internet presence will help CBC stay current Lastly, a reminder: For best results, this approach needs to be used in conjunction with other initiatives. AKA Mandate > Revenue
Editor's Notes
- Barbar and the adventures of Badou in 2010 Program is created by Nelvana Distributed on YTV and Treehouse Products in 2012
- Jeans are marketed differently depending on their audience. For example, to appeal to certain Americans, generic jeans are presented as “free” and “country” and “the west nature” whereas designer jeans are marketed as “upscale”, “leisure”, and “contemporary”.