The CBC is a complex organization. Like many Public Service Broadcasters, they are funded partially through public funds. Accountability to the Canadian public is paramount as is the mandate to distribute domestic content —integral to communicating Canadian culture internationally through Television and Radio.
Advertising dollars follow engagement, and 2017 marks the first year that the Digital ad spend will outpace that of Television. With the traditional TV model experiencing increasing competitive pressure from Digital alternatives, the CBC and other broadcasters are facing tough decisions.
Streaming Video on Demand (SVOD) services like Netflix, offer consumers choice that turns the linear TV model upside down. Metrics that were used to sell ad time on TV are meaningless to SVOD providers. Disintermediation provides digital platforms a way to capture consumer and behavioural data enabling growth & retention —providing scale and subscriber churn reduction.
To continue to act on the cultural mandate of the CBC is increasingly challenging and moving forward, Digital plays a pivotal role in content acquisition and distribution.
