Upfront 2022: CBC uses pitch to drive brand differentiation

By Etan Vlessing TORONTO – For the CBC, original Canadian scripted and unscripted series are not new revenue streams – they are a core business. That is what emerged earlier today as the pubcaster held its virtual 2022-23 upfront presentation and looked, as in past years, to stand out in a hyper-competitive TV landscape where foot-loose viewers and marketers are pivoting to the streaming space. The CBC is betting two words stood out from its pitch to domestic advertisers and will be heard far less often from its market competitors during this year’s upfront presentations: Canadian and diverse. Barb Williams, executive...