Cbc and children's tv

Why Children’s TV is Important and How Advertising Can Help

CBC and Children’s TV

Nancy (Yuan Si) Jiang

CBC Mandate▪ should provide radio and television services featuring programming

that informs, enlightens and entertains

▪ Programming should:

▪ be predominantly and distinctively Canadian, reflect Canada and its regions to national and regional audiences, while serving the special needs of those regions,

▪ actively contribute to the flow and exchange of cultural expression,

▪ be in English and in French,

▪ Be equivalent quality in English and French,

▪ contribute to shared national consciousness and identity,

▪ be made available throughout Canada, and

▪ reflect the multicultural and multiracial nature of Canada.

What we know…▪ Reduced government

appropriation by $115 million

▪ Projected $200 million financial pressure

The CBC Plan?

▪ Reduce, reduce, reduce: – 657 job cuts (next two years) = 8% of total work force

– No longer competing for rights for professional sports broadcasting

– Bold, a CBC specialty digital TV channels, on sale

▪ Including…– Cancellation of the planned launch of a kids digital TV channel 

CBC should not cancel kids Digital TV

▪ CBC needs to be progressive, not reactive

▪ Kids Digital TV is a window of opportunity:▪ To fulfill their mandate▪ To attract younger viewers ▪ To continue supporting Canadian programming▪ To increasing revenue through introducing advertisement on Kids TV

CBC's Children's department Currently…

▪ Cut backs/Cancellation of CBC Kids Digital Channel, children programming, children online services

▪ Promoter of Canadian content

▪ “Whole Child” focus

▪ Promoter of Gender equality

▪ Ad-free

Suggest for the future

▪ Introduce CBC Kids Digital Channel

▪ Improve and maintain CBC Kids web presence

▪ Aggressively market CBC Kids Digital as the trustworthy, wholesome, educational choice to parents

▪ Continue featuring Canadian Content

▪ Maintain “Whole Child” focus

▪ Promoter of gender equality

▪ Develop children’s advertising policy

▪ Introduce ads on CBC Kids Digital Channel

Moving Content Online

The percentage of Canadians with access to the internet continues to rise.

69% of connected households used more than one type of device to go online in 2012.

A Continual Need for CBC Web Presence

“Recognising the need for Canadian public spaces in the online environment, the Committee recommends that CBC/Radio-Canada continue to develop its Internet presence and to make its content accessible online for Canadians.” - The Standing Committee on Canadian Heritage, the 6th Report

Concerns about Advertising to Kids

1. Advertising is harmful to children’s developmental health

American Academy of Pediatrics:• the average child watches about four hours of television a day and

sees more than 20,000 commercials each year

American Psychology Association:• age 6 and under: cannot distinguish between programming and

advertising• age 8 and under: do not understand the persuasive intent of

advertisingChildren’s advertising is correlated with:• Youth obesity • Diminished creativity • Increased risk for eating disorders … and much more.

Corus Strategy Focus: Improving the lives of Canadian children by supporting programs that encourage childhood development through play, physical activity, arts and entertainment.

Improving the lives of Canadian women and their families by supporting programs and initiatives that offer training, skills development and tools that enhance the economic and personal independence of women.

Yet…Bottom line is to make profit.

Advertising

“Advertising is the paid, impersonal, one-way marketing of persuasive information from an identified sponsor disseminated through channels of mass communication to promote the adoption of goods, services or ideas.” - Dr. Anthony Curtis, University of North Carolina

• Advertising is not evil• Advertising need regulation• CBC can create responsible policy to regulate children’s Digital Channel

Fiske, Hegemony, and the MediaHow it influences advertising techniques

John Fiske: The Jeaning of America

Advertising closely follow the direction of the values of their intended market.

Who sets the values of advertisers’ intended market?

Logic 1: 1) The elite, which has access to the media, can use it to set the agenda. 2) Media influences perceptions of reality, norms, and values. 3) CBC, as a broadcaster, have access to the media.4) CBC can influence viewers’ perceptions.

To Restate, CBC has a role in creating the proper environment for advertising to work within. Advertisement does not set the agenda.

Logic 2:

1. CBC demonstrate to parents that it’s children’s programming is THE choice for imparting Canadian values and educational knowledge

2. CBC follows mandate and provides quality Canadian children’s programming

3. Quality programming + parental preference = more youth viewers

4. Children, who are easily influenced, learn and adopt the values of CBC shows

5. CBC youth viewership becomes substantial= growth in advertisement interest in CBC

6. CBC has well-developed Children’s advertising policy7. To advertise on CBC and appeal to CBC youth audience, advertisers

will naturally modify their ad content

AKA: We can make CBC cool.

Advertising is (currently) Necessary for Survival

56%

4%

20%

5%

9%

6% Parliamentary appropriation for operations

Additional non-recurring funding

Advertising and program sales

Other financing income

CBC Newsworld, RDI, Galaxie, and CBC Country Canada

Amortisation of deferred capital funding

CBC/Radio-Canada: A $1.6B Corporation

(item not affecting current operating funds)

Revenues and operating sources of funds - CBC|Radio-Canada 2007-2008 (millions of dollars)

In 2007-08, 20% of total CBC Revenue was advertising.

Currently, zero advertising on CBC/Radio-Canada would result in a $533M financial impact.  

Conclusion: CBC will be different

1. The CBC Mandate takes precedence

2. Advertising on Children’s Digital Channel is secondary and supplementary to improving and providing quality Canadian content

3. Today’s youth are tomorrow’s future4. CBC internet presence will help CBC stay current

Lastly, a reminder:

For best results, this approach needs to be used in conjunction with other initiatives.

AKA Mandate > Revenue

http://www.cbc.radio-canada.ca/en/explore/mandate/http://www.cbc.radio-canada.ca/_files/cbcrc/documents/press/may-5-2014-htl-presentation-web-en.pdfhttp://www.cbc.ca/independentproducers/genres/children_youth/http://www.corusent.com/home/Corporate/FAQ/tabid/1741/Default.aspx#8http://www.corusent.com/home/Nelvana/tabid/1664/Default.aspxhttp://www.cbc.radio-canada.ca/en/reporting-to-canadians/reports/value/elimination/http://www2.uncp.edu/home/acurtis/Courses/ResourcesForCourses/Advertising/AdvertisingWhatIsIt.htmlhttp://www.apa.org/topics/kids-media/food.aspxhttp://www.commercialfreechildhood.org/resource/marketing-children-overviewhttp://www.statcan.gc.ca/daily-quotidien/131126/t131126d001-eng.htmhttp://www.nytimes.com/2012/11/14/business/media/babar-king-of-elephants-celebrates-80th-anniversary.html?_r=0http://www2.uncp.edu/home/berrys/courses/ast201/ast201_docs_jeaning.pdfhttp://www.statcan.gc.ca/daily-quotidien/131126/dq131126d-eng.htmhttp://www.nelvana.com/Aboutfile:///C:/Users/Nancy/Downloads/Why_advertising_on_CBC-Radio-Canada_is_good_public_policy-pages-1-29.pdfhttp://celarc.ca/cppc/227/227397.pdf The Canadian Broadcasting Environment Powerpoint