TORONTO – The CBC’s plan to generate revenue by adding advertising to its national radio networks CBC Radio 2 and Espace musique received a warm response by the Association of Canadian Advertisers (ACA). (The proposal has yet to receive CRTC approval.)
The industry organization, which has long advocated for advertising access to CBC/Radio-Canada, said Thursday that the move “allows government to be fiscally prudent while still advancing public policy goals”.
“Advertisers are seeking evermore narrowly-defined target audiences to promote their products and services”, said Bob Reaume, VP of policy and research, in a statement. “They require a depth and breadth of choice in media vehicles in order to reach a variety of audiences. Many unique, desirable and commercially viable audiences are generated by CBC Radio.”
