CBC Television fights for the hearts and minds of western Canadians

CBC English Television is attempting to transform itself these days into what a Canadian public television network should look like. Speaking to business students at the University of Alberta March 29, VP Harold Redekopp described this transformation as "quite literally, a fight for (CBC’s) survival". He also acknowledged that one of the broadcaster’s most vocal critics is the Canadian Alliance party, which is simply reflecting the views of many of its western-based constituents. At the same time, Redekopp, believes it is possible to win the hearts and minds of westerners. His vision of how that may happen is highlighted in his remarks below: His full speech at be found here. The goal of CBC Television "transformation" is to increase our real and perceived value to Canadians. Let me modify that slightly to say: to all Canadians. I believe it is critically important for us to earn equally strong support from every part of Canada. Right now, that’s not the case. To put it in a different and perhaps more negative way: I will consider our transformation goals (programming; financial/operational efficiency and effectiveness; and a stronger relationship with viewers) accomplished when no political party in this country would dare to include the privatization of CBC Television as a plank in its platform. Currently, as you may know, that is the official position of the Canadian Alliance. And that’s hardly surprising, given the expressed views of people in Western Canada, which is the home of the party’s strongest support base. The most recent Maclean’s year-end poll suggested that one in three Canadians think the CBC should be sold to the private sector – which is a lot higher than I’d like to see. On the Prairies, that number rose to over 40 per cent. I think there are several reasons for this. For one thing, over the years, CBC Television (unlike CBC Radio) has been forced by financial constraints to withdraw from many of its local programming activities in communities right across the country. We have been cutting ourselves off from our local roots. Here in Alberta, over the past decade, we combined the Edmonton and Calgary supper-hour shows into one provincial program, then re-divided them into two separate hours, then most recently reduced both of them to a half-hour. That’s no way to build audience loyalty – although I’m pleased to report that at least in Calgary, the audience for our new 6 o’clock Canada Now program has almost doubled since last fall. Another partial explanation is certainly that the CBC is seen as a Central Canadian institution, managed out of Ottawa and Toronto, one that pays little attention to the needs and interests and aspirations of Western Canadians. Again, I think there’s some truth to that perception – although again, we’re trying to change it. I was pleased to see that in the first week of its new format last month, The National carried two extended pieces on the subject of Western alienation which I believe were among the most thoughtful and sensitive treatments we’ve ever given to the subject. I’ve mentioned our plans for new current affairs and drama programs for network broadcast to be produced in Western Canada and reflecting Western Canadian sensibilities. Clearly, we have a lot more to do in this whole area. Beyond this, it’s a legitimate question whether some of the very same themes and initiatives that underlie our transformation project – a more public service orientation, a less commercial focus, more time for arts and documentaries, and other special-interest programming – whether these things, while they may appeal to some of our key stakeholders and opinion-leaders, especially in Central Canada, perhaps don’t generate as positive a response from some Western Canadians. Because whatever it takes, I’m determined to do everything in my power to ensure that CBC Television wins in the West, as well as the rest of Canada.

CBC Television fights for the hearts and minds of western Canadians

Broadcast | April 26, 2001

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