MONTREAL – Groupe V Media expressed cautious optimism over CBC/Radio-Canada’s proposal to eliminate advertising on all of its platforms, but said “this major shift can and must be undertaken at a lower cost”.
“We support the proposal by the CBC/Radio-Canada to withdraw from the advertising market”, said president and CEO Maxime Rémillard, in a statement. “However, it seems to us to be greatly exaggerated that the CBC/Radio-Canada, with advertising revenues of $253 million, is asking Canadian taxpayers for $400 million per year to cope with the disruptions from both consumers and technology and to make up for the minutes that must be filled in their schedule. In our mind, the sums they are requesting are unreasonable. By moving ahead creatively and being bold, it would be entirely possible to revise the model without having to inject as much money.”
The company added the anticipated new advertising revenue in the market would allow it “the leeway needed to invest massively in original productions thereby presenting viewers with higher quality programming”.
