CBC developing ‘public service’ brand devoid of clutter
The Canadian Broadcasting Corp/Radio-Canada is working toward branding itself around a reinvigorated ‘public service’ identity, according to the CBC president and CEO. Speaking at the annual conference of the Canadian Media Director’s Council in Toronto on April 3, Robert Rabinovitch said the new CBC brand would focus on children’s television, news and current affairs, arts and entertainment, sports and "major nation-sharing" events. In comparison, he said today’s English network is a unnatural mix of conventional light entertainment and public service programming. "The result was confusion on the part of Canadians as to what our role was, especially in this rapidly changing world." The new model is designed to attract viewers and advertisers. "…I want to emphasize our goal to build and communicate an uncluttered CBC/Radio-Canada brand with clarity and consistency, and by doing so, provide advertisers with a unique avenue to reach audiences and build relationships with consumers," he said.