TORONTO – The CBC will begin airing advertisements on CBC Radio 2 and Espace musique this fall, as the Corp announced a deal today with Canadian Broadcast Sales to represent advertising sales for both properties.
The radio sales organization will work with CBC and Radio-Canada's sales and marketing teams. In Quebec, Espace musique will be represented by Groupe Force Radio, a CBS partner.
"?I?'m confident that by working closely with our team at CBC and through their unmatched experience in radio advertising sales, together we will deliver to our clients a streamlined and effective way to access the new advertising opportunities we are creating for CBC Radio 2," CBC Revenue Group's general manager Alan Dark said in a release.
In May, the CRTC approved the introduction of advertising on CBC's Radio 2 and Espace musique properties for a period of three years. In its initial application, the CBC/SRC requested revenues of $16 million in unlimited advertising, which it said it required in order to be able to continue "high-quality, diverse programming."
The CRTC allowed the radio networks to include no more than four minutes of advertising per broadcast hour within a maximum of two blocks. Those restrictions decrease CBC's radio advertising revenue forecasts to approximately $11 million.
The Corp also announced today that Jennifer Smith will take on the newly created role of national sales director for CBC Radio 2, where she will be the point person working with CBS and clients. Smith will also continue in her current position as director of sales and marketing for western Canada, a role she has held for the past five years with the CBC Revenue Group.
Reneault Poliquin, senior director, media sales development with Radio-Canada Revenue Group, will be the key liaison between CBS, Groupe Force Radio and Radio-Canada clients for Espace musique.
At the end of the three-year period, the CBC will have to submit a new application that demonstrates the advertising has not adversely affected its programming or its competitors if it wants to continue including ads on the radio networks.
