OTTAWA – The CBC is asking the CRTC to allow it to continue selling ads on its Radio 2 and ICI Musique (formerly Espace musique) properties for another two years.
The CBC’s application, which was filed in March and released by the CRTC this week, asks that the radio services continue to broadcast paid national advertising through August 31, 2018, which is also the end of the services’ licence term.
The Commission first agreed to CBC's request in May 2013 but only for three years. At that time, the CRTC said that any extension beyond August 31, 2016 would require the public broadcaster “to provide evidence that advertising has not had an undue negative effect on the advertising markets, that advertising has not been unduly disruptive to listeners, that periods the CBC’s level of investment in radio has been maintained and that the variety and diversity of the service that Espace Musique and Radio 2 provide has not been diminished.”
CBC said in its March 3, 2106 application that those conditions have been satisfied, however, admitted that the $1.1 million in revenue in the 2013-14 broadcast year and $1.4 million the following year “were far below either the initial or the revised revenue projections”.
“While the advertising revenues generated by ICI Musique and Radio 2 have not lived up to expectations in a highly challenging market, there can be no doubt that the availability of these platforms has helped CBC/Radio-Canada win national advertising contracts”, continues the application.
CBC estimates that ads could bring in close to $2 million in revenue over the next two years.
The CRTC has asked for comments and interventions on the application prior to June 22, 2016.
