By Etan Vlessing
TORONTO – CBC and Radio-Canada original homegrown series took center stage on Wednesday as the national public broadcaster looks to keep Canadian ad dollars coming its way.
And beyond touting the predominately Canadian content of its main TV network and CBC Gem streaming platform, CBC and Radio-Canada executives played up their bona fides as a national public broadcaster increasingly aiming to reflect the country’s fast-evolving diversity on-screen.
“Canada is changing and CBC must change with it,” Barb Williams, CBC executive vice-president, told a virtual upfront presentation entitled “All Together Now.”
Ginella Massa, host of the new Canada Tonight news program and The National special correspondent, appeared virtually to reflect the new-look CBC News offering.
“Nine year-old Ginella could never have imagined that someone who looked like me could have a show in prime time on Canada’s national broadcaster, but here we are,” Massa told advertisers and others as the CBC played up its broad demographic reach for a fast-changing country and media market.
The pubcaster unveiled 35 original series for its 2021-22 programming slate, with a heavy focus on backing established and emerging diverse creators. “We know we have work to do to better represent the voices of Black, Indigenous and people of colour,” Sally Catto, general manager, entertainment, factual and sports at the CBC, told the upfront presentation.
Catto unveiled new inclusive series like Andrew Phung’s Run The Burbs, the transition dramedy Sort Of (above) from creators Bilial Baig and Fab Filippo and The Porter, a period drama about North American railway workers coming together to form the first Black union.
The CBC has also greenlit The Red, an Indigenous crime drama from Canadian Métis director, writer and producer Marie Clements (right) that replaces the Trickster series that ended with an identity controversy surrounding creator Michelle Latimer.
Dany Meloul, general manager of television at Radio-Canada, pointed to a 25% market share for the French language pubcaster in prime time in Quebec.
“Ninety-five percent of our programming in prime time is Canadian content, and 90% is new episodes or new series,” Meloul told advertisers as the Quebec-based broadcaster keeps it Canadian and fresh.
CBC and Radio-Canada ad sales was represented on the virtual presentation by Donald Lizotte, general manager and chief revenue officer, media solutions, who talked up the upcoming airtime opportunities for the upcoming Tokyo Summer Olympics. “There are still opportunities available for advertisers who want to align their brands to this nation building event,” Lizotte reported.
He added the CBC was taking the bother out of buying advertising space across linear and digital platforms, which also includes CBC Tandem, the pubcaster’s branded content division.
“On CBC, we deliver a format that delivers real Canadians and offers advertisers unique sponsorship and integration opportunities in a fun, entertaining and family-friendly way,” Lizotte argued, as he pointed to returning popular shows like The Great Canadian Baking Show, Dragon’s Den, back for its 16th season, and Family Feud Canada.
Finally, the CBC’s Williams returned to pitch advertisers on the pubcaster remaining all things to all Canadians and a tried-and-true platform to reach the right audiences across all platforms and screens.
“We will remain focused on serving all Canadians by delivering what no other media company in Canada can offer, all in one place, on all platforms – the essential information that Canadians rely on each and every day, and authentic and engaging entertainment that reflects the diverse, fascinating spirit of our country – all together now,” she said.
