ftm Radio Page - December 28, 2012

Ads on public radio as last resort
“a terrible idea”

Advertising could return to Canada’s public radio broadcaster CBC in 2013 if a proposed plan is approved. The CBC says it needs the money because of government budget cuts. Without surprise, Canada’s commercial broadcasters are not pleased.

Renewal of the CBC’s mandate is under evaluation by the Canadian Radio-television and Telecommunications Commission (CRTC). That review is looking at a CBC proposal to allow advertising on national music channel CBC Radio 2 and French-language channel Espace Musique. Not included is national news and information channel CBC Radio 1.

“Philosophically, our approach would be to put on ads that, as much as possible, don’t disrupt the listening experience,” said CBC English-language radio executive director Chris Boyce, quoted by the Globe and Mail (December 27).

“Re-commercialization will only result in a redistribution of radio revenues from private broadcasters to the publicly funded CBC,” said commercial radio support group Ontario Association of Broadcasters (OAB) in a statement (December 14). “The impacts will likely be felt more acutely in the smaller markets.”

“Re-commercialization of CBC Radio is a terrible idea,” concluded the OAB statement.

CBC Radio’s Boyce said the return of ads is only about the money. “We are at the point where we have run out of places to cut.” (JMH)

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