TORONTO – CBC and Radio-Canada Media Solutions today announced the launch of a branded content division.
Called Tandem, the CBC says it can now enhance its offer to advertisers and media agencies in Canada with the dedicated service for the creation of unique and distinctive branded content.
“The launch of Tandem is in response to what our advertising partners have been asking us for: the opportunity to work with our country’s most trusted media brand to create content experiences that resonate with Canadians on a deeper level,” said Barbara Williams, executive vice-president, in the press release.
“Tandem will help Canada’s strongest brands shape and share inspiring stories across our platforms and across the country.”
Branded original content is something a large number of broadcasters (such as Corus, Bell and Rogers) and other media companies already offer their clients, and CBC says it has done it in the past for its ad buyers already.
“While branded content is not new to CBC/Radio-Canada, we have streamlined our process, hired the right people, and made significant product improvements to aggressively pursue this growing line of business,” added Donald Lizotte, CBC’s general manager and chief revenue officer.
“Clients wanted an integrated, turnkey solution to create quality content and leverage the credibility of our network. I am so pleased that we now offer this.”
Tandem aims to strike the balance between creativity and data, continues the release, because brands are looking for quality content to combine with “results-oriented strategies to help solve business problems.” Tandem will have access to the CBC’s many platforms to help deliver original content for its clients.
Tandem has also added two content editors in Adam Owen, former director, content and strategy at Postmedia Network, and Samuel-Olivier Barrette, former executive director, strategy and client solutions at Groupe KO.
An example of the branded audio offering is Athabasca University’s first season of the podcast, ‘Go the Distance,” hosted by CBC personality Leah Simone-Bowen. The six-episode series will share stories from students of all backgrounds, including working parents and Olympic athletes, who are online learning with Athabasca.
UPDATE (Sept 21): On Monday, the Canadian Media Guild sent an announcement to members saying it needs some more answers on Tandem. The union said it will be on the agenda for its national joint committee meeting between the union and management, coming up before the end of the month.
“We are disappointed that we were not advised, nor consulted about the new service given the ongoing concerns many Canadians and journalists have about the blurring of lines between advertising and product promotion, and news,” reads the email from the CMG’s Kim Trynacity, CBC/Radio-Canada branch president and Carmel Smyth, national president.
“In these critical times when fake news and misinformation are a global threat, we believe the national public broadcaster is uniquely placed to be a leader in safeguarding trust and reliability in our news services, on all platforms.
“For these and other reasons, CMG members at CBC are very concerned about CBC Tandem and how it could impact their work and the reputation of CBC as a trusted independent news and information service. CMG members are asking for clarity about this new service, and about what safeguards and transparent monitoring processes are in place to ensure an unambiguous separation of news and commercial interests… We have heard from many members across the country who fear the potential negative impacts of this service, and question whether this is a path the CBC should be heading toward.”
For more on Tandem, please click here.
