the broadcasting environment and cbc/radio-canada’s audience performance

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The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance Prepared for Hubert T. Lacroix’s Appearance Before the Heritage Committee on April 27, 2009 Ottawa

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The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance. Prepared for Hubert T. Lacroix’s Appearance Before the Heritage Committee on April 27, 2009 Ottawa. Table of Contents. Overview of the Broadcasting Industry Financing the Broadcasting Industry - PowerPoint PPT Presentation

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Page 1: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

Prepared for Hubert T. Lacroix’s Appearance Before the Heritage Committee on April 27, 2009

Ottawa

Page 2: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

2The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

1. Overview of the Broadcasting Industry

2. Financing the Broadcasting Industry

3. The English-Language TV Market

4. The Francophone TV Market

5. Emerging Technologies in the Video World

6. CBC Radio’s Audience Performance

7. Radio-Canada’s Audience Performance

8. Emerging Technologies in the Audio World

9. Internet

10. What the Public Says

Table of Contents

Page 3: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

Overview of the Broadcasting Overview of the Broadcasting IndustryIndustry11

Page 4: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

4The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

A mixed private/public systemA mixed private/public system

Employing some 53,000 CanadiansEmploying some 53,000 Canadians

Main sectors of activity include: Main sectors of activity include:

TelevisionTelevision

RadioRadio

Distribution (Cable & SatelliteDistribution (Cable & Satellite))

A $14.2 Billion Dollar Industry

The Relative Size of the Different Sectors of the Broadcasting Industry

(Revenue Share)

TV Broadcasting

43%

TV Distribution*

44%

Radio Broadcasting

13%

Source: CRTC*$2B of TV distribution revenue is paid to specialty TV broadcasters

CBC/Radio-Canada CBC/Radio-Canada (excluding Specialties)(excluding Specialties)

Total RevenueTotal Revenue $1.6B$1.6B

EmployeesEmployees 9,8579,857

1. Overview of the Broadcasting Industry

Source: CBC/Radio-Canada Annual Report 2007-08, Staff at March/09

Page 5: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

5The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Operating revenues totaling Operating revenues totaling over $6.0 billionover $6.0 billion

22,000 employees22,000 employees

Main players:Main players:

CTVglobemediaCTVglobemedia

CBC/Radio-CanadaCBC/Radio-Canada

CanWestCanWest

AstralAstral

CorusCorus

QuebecorQuebecor

RogersRogers

Television: The Key Players

Revenues - Television

300

368

420

448

945

1,390

1,681

Québecor

Rogers

Corus

Astral

CanWest

CBC/Radio-Canada

CTVglobemedia

1. Overview of the Broadcasting Industry

Source: Private estimates based on CRTC Broadcast Policy Monitoring Report 2008, CBC/Radio-Canada Annual Return to CRTC

Page 6: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

6The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Increase in the Number of Television Services

43%

19%

1995 2000 2005

Conventional

Specialty

Conventional

Specialty

There Has Been an Explosion of Choice

282

349

438

1. Overview of the Broadcasting Industry

Source: Nielsen Media Research, BBM

Page 7: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

7The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

With Ownership Concentrated in Few Hands

$5 Billion in Mega Mergers Approved in 2007

1. Overview of the Broadcasting Industry

Other

Quebecor

Cogeco

CTVgm

Astral

Radio-Canada

French Television

Quebecor

CBC

Other

Shaw

Astral

Corus

Rogers

Canwest

CTVgm

English Television

Based on 2007 Television Revenues (excludes CBC/Radio-Canada appropriation)

Page 8: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

8The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

20.9 21.2 21.5 21.4 20.921.9 22.0 22.0 22.6 22.0 22.3 22.0 22.6 22.6

23.7

25.4 25.427.126.3 27.027.2

0

5

10

15

20

25

1987-1988

1988-1989

1989-1990

1990-1991

1991-1992

1992-1993

1993-1994

1994-1995

1995-1996

1996-1997

1997-1998

1998-1999

1999-2000

2000-2001

2001-2002

2002-2003

2003-2004

2004-2005

2005-2006

2006-2007

2007-2008

Pe

r C

ap

ita

Ho

urs

Source: BBM, Nielsen Media Research, Statistics CanadaAs of 2004-05, data are the results of a fusion of Mark II and PPM data. This has inflated per capita viewing over previous years

Usage of TV Has Remained Strong, Despite the Growth of the Internet

1. Overview of the Broadcasting Industry

Weekly Per Capita Hours of Viewing to TelevisionAll Persons 2+, 1987-1988 to 2007-2008

Page 9: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

9The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Operating revenues totaling Operating revenues totaling $1.8 billion$1.8 billion

Main players:Main players:

CBC/Radio-CanadaCBC/Radio-Canada

AstralAstral

New CapNew Cap

CorusCorus

RogersRogers

CTVglobemedia (CHUM)CTVglobemedia (CHUM)

Radio: Providing the Local Connection

Source: 2007 Broadcast Policy Monitoring Report

1. Overview of the Broadcasting Industry

Key Radio Players(Number of Stations)

34

52

52

56

82

82

CTVgm (CHUM)

Rogers

Corus

New Cap

Astral

CBC/Radio-Canada

Page 10: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

10The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007

Milli

ons

0

5

10

15

20

25

Total revenues

PBIT Margin

%

Deregulation Has Led to Growth

Total Revenues and PBIT Margin of Private Radio

1. Overview of the Broadcasting Industry

Radio Deregulated

Page 11: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

11The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

And a Highly Concentrated Industry1. Overview of the Broadcasting Industry

CHUM

Cogeco

Corus

Astral

StandardRogers

Newcap

Other

Private RadioBEFORE

Corus

Rogers

Newcap

CTVgm

CogecoOther

Astral + Standard

Private RadioAFTER

Based on 2006 Total Radio Revenues

Which Became More so With Astral’s $1.1 Billion Purchase of Standard Radio (September 2007)

Based on 2007 Total Radio Revenues

Page 12: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

12The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

21.3 20.9 21.4 21.6 21.5 21.1 21.6 21.2 21.020.2 19.9 20.4 20.5 20.3 20.1 20.2

19.5 19.6 19.1 18.6 18.3 18.3

0

5

10

15

20

25

1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

Per

Cap

ita

Ho

urs

Source: BBM (Fall Sweeps)

There Has Been Some Slippage in the Usage of Radio

1. Overview of the Broadcasting Industry

Weekly Per Capita Hours Of Listening To RadioAll Persons 12+, 1987 to 2008

Page 13: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

13The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Distribution: 90% of Canadians Pay for TV

Penetration of OTA and BDUs%

25

10

75

90

1997-98 2008-09

Off-Air

Cable/SatelliteDistribution

1. Overview of the Broadcasting Industry

Source: Nielsen Media Research, BBM

Page 14: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

14The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Now the largest segment of the broadcasting industryNow the largest segment of the broadcasting industry

A $6.1 billion dollar industryA $6.1 billion dollar industry

Major players:Major players:

RogersRogers

VidéotronVidéotron

Bell TVBell TV

Shaw / Star ChoiceShaw / Star Choice

CogecoCogeco

5 Companies Account for 90% of Subscribers

1. Overview of the Broadcasting Industry

Top Canadian Distributors by Number of Subscribers(in 000's)

Other1,069

Shaw2,248

Rogers2,316

Cogeco857

Star Choice892

Vidéotron1,692

Bell TV1,838

Page 15: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

Financing the Broadcasting Financing the Broadcasting IndustryIndustry22

Page 16: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

16The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Subscription revenues Subscription revenues are now, by far, the most are now, by far, the most important sourceimportant source

The various sectors rely The various sectors rely on different revenue on different revenue sourcessources

Note, this does not Note, this does not include the contribution include the contribution of CTF and Tax Creditsof CTF and Tax Credits

Distribution (%) of Revenue Sources

28

13

9

50

TV SubscriptionRevenues

Governmentand CorporateGrants

TV Advertising

RadioAdvertising

How Is the Industry Financed2. Financing the Broadcasting Industry

Source :Statistics Canada 2007

Page 17: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

17The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Advertising on Conventional Television Is Flat and Expected to Decline

Television Advertising Revenues

0

500

1,000

1,500

2,000

2,500

3,000

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Mil

lio

ns

of

$

Conventional TV

Specialty TV

Actuals Forecast

2. Financing the Broadcasting Industry

Source: TV Basics (1996-2007); CRTC (2008) and TD Newcrest forecast (as of January 2009)

Page 18: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

18The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

2. Financing the Broadcasting Industry

-8.0%

-6.0%

-4.0%

-2.0%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

Sep-0

7

Oct-07

Nov-0

7

Dec-0

7

Jan-

08

Feb-0

8

Mar

-08

Apr-0

8

May

-08

Jun-

08

Jul-0

8

Aug-0

8

Sep-0

8

Oct-08

Nov-0

8

Dec-0

8

Jan-

09

Feb-0

9

Growth of Conventional TV Advertising (Broadcast Year-to-Date Change vs Prior Year)

Conventional TV advertising struggled to

grow in 2008 …

… and dropped precipitously when the

economic crisis hit.

Broadcast Year 2008 Broadcast Year 2009 (YTD)

Source: TVB TSS Advertising Tracking Reports (Released April 2009 with broadcast (Sep. - Aug.) year to date (YTD) February 2009 results)

However, the Current Economic Crisis Has Hit Conventional Broadcasters Particularly Hard

Page 19: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

19The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Advertising: An Important Part of Our Funding

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)

2. Financing the Broadcasting Industry

Page 20: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

20The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

But Our Advertising Revenue Has Weakened

Advertising is vital to the operations of our television networksAdvertising is vital to the operations of our television networks

It represents 50% of CBC Television’s budget and 40% of Télévision It represents 50% of CBC Television’s budget and 40% of Télévision de Radio-Canada’sde Radio-Canada’s

And like other conventional broadcasters, CBC/Radio-Canada’s And like other conventional broadcasters, CBC/Radio-Canada’s advertising revenue has weakenedadvertising revenue has weakened

2. Financing the Broadcasting Industry

$310$375

$458$434

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

CBC|Radio-Canada’s Advertising Revenues: 1990-2008(Dollars in millions and in 2008 constant dollars)

Page 21: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

21The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

… While Our Appropriation Has Remained Flat for Many Years

Our government appropriation has declined by almost Our government appropriation has declined by almost $400 M since 1990 $400 M since 1990

$1,171

$1,006

$1,569

$-

$200

$400

$600

$800

$1,000

$1,200

$1,400

$1,600

$1,800

1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008

CBC|Radio-Canada’s Parliamentary Appropriation: 1990-2008(Dollars in millions and in 2008 constant dollars)

2. Financing the Broadcasting Industry

Page 22: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

The English-Language TV MarketThe English-Language TV Market33

Page 23: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

23The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Distribution Of Viewing to English TV by Viewing EnvironmentMonday-Sunday, 24 Hours

%

Digital Cable

DTH (Satellite)

Off-Air

Analogue Cable

Source: BBM Nielsen

Almost Three-Fifths of All Viewing Occurs Within the Digital Universe

58.2%

September to August

24.3%

3. The English-Language TV Market

5.4

36.4

33.7

24.5

2007-2008

10.9

64.8

11.6

12.7

2001-2002

Page 24: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

24The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

25.7

15.3

25.727.6

26.2

Total OTA Analogue Digital Cable DTH

Weekly Per Capita Hours of Viewing to Television by EnvironmentANGLOPHONES

September 2007 to August 2008

Source: BBM Nielsen

Those With the Most Choice Watch More TV

3. The English-Language TV Market

Page 25: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

25The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

A LOOK AT FRAGMENTATIONShare of Viewing to English TV

All Day (24 Hours)%

September 2007 to August 2008Source: BBM Nielsen

And They Enjoy a Multitude of Programming Choices

Peachtree TV

CBC

Bravo!

CanWest Conv

CP24

CTV New snetComedy+

MuchMusic

TSN+Space

HGTV Food Netw orkScore History+

W Netw ork+

Sportsnet National+

WeatherYTV+

TreehouseTeletoon Eng+

Tvtropolis+

Vision

SliceShow case+

Other Spec Eng

Cdn Digital Eng

Cdn Pay EngOther US Spec

A&E

GolfCNN

TLC

Speed

CNBC

Spike

NBCFOXCBS

ABC PBS

Turner Classic Movies

CBC Newsworld

CTVglobemedia Conv

3. The English-Language TV Market

Page 26: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

26The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

But These Choices Don’t Emanate from Diverse Ownership

Share of Viewing to English TVAll Day, 24 Hours

%

August 27, 2007 to August 31, 2008Source: BBM Nielsen

CBCCBC

CTVglobemedia CTVglobemedia (Conv. & Spec.)(Conv. & Spec.)

CanWest CanWest (Con. & Spec.)(Con. & Spec.)RogersRogers

Astral Media Astral Media (eng.)(eng.)

Other Cdn TV Other Cdn TV (Conv. & Spec.)(Conv. & Spec.)

US TV US TV (Conv. & Spec.)(Conv. & Spec.)

23%

5%

28%

18%

6%

5%

14%

3. The English-Language TV Market

Page 27: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

27The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

13.2 13.5 12.7 12.4 12.4

42.8 41.1 41.9 45.7

12.9 15.6 15.0 14.7 14.4

8.7 8.5 8.4 8.1 7.2

13.5 15.1 14.7 13.8 12.8

8.9 6.9 7.3 6.9 7.6

44.0

2003-2004 2004-2005 2005-2006 2006-2007 2007-2008

CBC*

CTV

Global

Specialty/Pay

Increased Viewing to Specialty/Pay Has Impacted Viewing to Conventional TV

CBC*

CTV

Global

Specialty/Pay

Share of Viewing to English-language TV Station Groups, Prime Time (7 p.m. to 11 p.m.)%

Other CanadianConventional

US Conventional

Other Canadian Conventional

US Conventional

3. The English-Language TV Market

* Excluding Affiliates in own time Source: BBM Nielsen

Page 28: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

28The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Top 10 Series on English TV2007-2008 TV Season

Note: Prime time shows only, August 2007 to April 2008. Excludes CTV’s Canadian Idol which ended in mid September.Source: BBM Nielsen

Top US Programming Remains the Most Popular

PROGRAMPROGRAMAmerican Idol 7 – American Idol 7 – PerformancePerformance

American Idol 7 –American Idol 7 –ResultsResults

Survivor: ChinaSurvivor: ChinaHouseHouseGrey’s AnatomyGrey’s AnatomyC.S.I. MiamiC.S.I. MiamiC.S.I (Thursday)C.S.I (Thursday)Desperate HousewivesDesperate HousewivesC.S.I (Monday)C.S.I (Monday)Dancing With The Stars 5 - Dancing With The Stars 5 - PerformancePerformance

NETWORKNETWORKCTVCTVCTVCTV

GlobalGlobalGlobalGlobalCTVCTV

GlobalGlobalCTVCTVCTVCTVCTVCTVCTVCTV

RANKRANK112233445566778899

1010

AMAAMA2,521,0002,521,0002,340,0002,340,0002,194,0002,194,0002,075,0002,075,0002,015,0002,015,0001,967,0001,967,0001,958,0001,958,0001,910,0001,910,0001,897,0001,897,0001,894,0001,894,000

3. The English-Language TV Market

Page 29: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

29The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

English Conventional TV & Canadian ProgrammingPrime Time

%

CBC Television Remains the Home of Canadian Content

‘September 2007 to August 2008’Source: BBM Nielsen

Broadcast Hours

79%

24% 26%

21%

76% 74%

Foreign

Canadian

Viewing Hours

78%

15% 10%

22%

86% 90% Foreign

Canadian

3. The English-Language TV Market

Page 30: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

30The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

AMAAMA

1,234,0001,234,000 826826,,000000 740740,,000000 710710,,000000 686,000686,000 652,000652,000 636,000636,000 598,000598,000 590,000590,000 572,000572,000 553,000553,000 546,000546,000 495,000495,000 452,000452,000 432,000432,000 430,000430,000 424,000424,000 400,000400,000 392,000392,000 373,000373,000

Top 20 Canadian Drama/Comedy Series

Note: Prime time shows only, August 27, 2007 to April 6, 2008.Source: BBM Nielsen

RANKRANK

112233445566778899

10101111121213131414151516161717181819192020

And the Network Airing the Most Popular Canadian Drama/Comedy Series

NETWORKNETWORK

CTVCTVCBCCBCCBCCBCCBCCBCCBCCBCCTVCTVCBCCBCCBCCBCCBCCBC

GlobalGlobalCBCCBCCBCCBCCTVCTVCBCCBCCTVCTVCBCCBCCBCCBCCBCCBCCBCCBCCTVCTV

PROGRAMPROGRAM

Corner Gas (Monday, 8 p.m.)Corner Gas (Monday, 8 p.m.)Little Mosque (Tuesday, 8:30 p.m.)Little Mosque (Tuesday, 8:30 p.m.)Just for Laughs (Sunday, 8 p.m.)Just for Laughs (Sunday, 8 p.m.)Rick Mercer Report (Tuesday, 8 p.m.)Rick Mercer Report (Tuesday, 8 p.m.)Little Mosque (WednesdayLittle Mosque (Wednesday, , 8 p.m8 p.m.).)Robson Arms (Monday to Wednesday, 8:30 p.m.)Robson Arms (Monday to Wednesday, 8:30 p.m.)The Tudors (Tuesday, 9 p.m.)The Tudors (Tuesday, 9 p.m.)The Border (Monday, 9 p.m.)The Border (Monday, 9 p.m.)Air Farce Live (FridayAir Farce Live (Friday, , 8 p.m.)8 p.m.)The Guard (Tuesday, 10 p.m.)The Guard (Tuesday, 10 p.m.)This Hour Has 22 Minutes (Tuesday, 8:30 p.m.)This Hour Has 22 Minutes (Tuesday, 8:30 p.m.)Rick Mercer Report (Friday, 8:30 p.m.)Rick Mercer Report (Friday, 8:30 p.m.)Corner Gas (Tuesday, 8:30 p.m.)Corner Gas (Tuesday, 8:30 p.m.)Sophie (Wednesday,Sophie (Wednesday, 8:30 p.m.)8:30 p.m.)Degrassi : Next Generation (Monday, 7:30 p.m.) Degrassi : Next Generation (Monday, 7:30 p.m.) Halifax Comedy Fest (Monday, 8:30) Halifax Comedy Fest (Monday, 8:30) Winnipeg Comedy Fest (Monday, 8 p.m.) Winnipeg Comedy Fest (Monday, 8 p.m.) Halifax Comedy Fest (Tuesday, 9 p.m.) Halifax Comedy Fest (Tuesday, 9 p.m.) Heartland (Sunday, 7 p.m.) Heartland (Sunday, 7 p.m.) Instant Star (Tuesday and Sunday, 8:30 p.m.)Instant Star (Tuesday and Sunday, 8:30 p.m.)

3. The English-Language TV Market

Page 31: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

31The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Source: BBM Nielsen

CBC Television’s Reliance on Analogue Cable and Off-Air Viewing Has Declined

Digital CableDigital Cable

Analogue CableAnalogue Cable

Distribution of Viewing to CBC Television by Viewing EnvironmentMonday-Sunday, 24 Hours

%

DTHDTH

Off-AirOff-Air

September to August

19.1

31.5

25.0

24.4

2007-2008

26.9

54.9

6.9

11.2

2001-2002

3. The English-Language TV Market

Page 32: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

The Francophone TV MarketThe Francophone TV Market44

Page 33: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

33The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Distribution of Viewing Among Francophones by Viewing EnvironmentMonday - Sunday, 24 Hours

%

Analogue Cable

Off-Air

Source: BBM (Quebec Only)

The Francophone Digital Universe Now Accounts for 57.7% of All Viewing

September to August

57.7%57.7%Digital Cable

37.6%37.6%

DTH

4. The Francophone TV Market

9.3

33.0

30.2

27.5

2007-2008

14.9

47.5

17.9

19.7

2004-2005

Page 34: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

34The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

30.7

22.2

32.7

30.4

33.0

Total OTA Analogue Digital Cable DTH

Weekly Per Capita Hours of Viewing to Television by EnvironmentFRANCOPHONES in QUEBEC

September 2007 to August 2008%

Source: BBM

But Off-Air Viewers Still Watch More Than 20 Hours of TV Each Week

4. The Francophone TV Market

Page 35: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

35The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

A LOOK AT FRAGMENTATIONShare of Francophone TV Viewing in Quebec

All Day (24 Hours)%

And They Have a Plethora of French and English Services from Which to Choose

SRC

RDI

TVA

TQSTQARTV

TV5LCN

Canal D

Canal Vie

VRAKTeletoon Fr.

RDS

MusiquePlus

Meteomedia

MusiMax

Series+

Z-tele

Other TV Eng

Other US Conv

CBSCdn Spec Eng

Other Cdn Conv

Global

CTVCBC

Canal EvasionHistoria

Cdn Digital Fr

Cdn Pay Fr

Other french station FOX

ABC

US Spec

4. The Francophone TV Market

September 2007 to August 2008Source: BBM

Page 36: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

36The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

But Two Companies Control More Than Half of These Services

Share of Francophone Viewing Television among Ownership

All Day, 24 Hours%

Radio-CanadaRadio-Canada

Quebecor Quebecor (Conv. & Spec.)(Conv. & Spec.)

RemstarRemstarTélé-QuébecTélé-Québec

Astral Media Astral Media (fr.)(fr.)

Other French Other French Cdn TVCdn TV

English TVEnglish TV

25%

3% 8%

29%

14%6%

14%

August 27, 2007 to August 31, 2008Source: BBM Nielsen

4. The Francophone TV Market

Page 37: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

37The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

7.5

26.3 30.3 34.3 36.6

28.9 27.5 26.7 26.2

21.1 19.7 18.7 19.1

0.50.30.30.46.26.68.1

2.52.62.53.2

8.910.812.212.1

2004-2005 2005-2006 2006-2007 2007-2008

Radio- Canada

TVA

TQS

Télé-Québec

‘September to August’Source: BBM PPM 2004-2005 TO 2007-2008

All Conventional Networks Have Lost Ground to Specialty Services

Radio- Canada

TVA

TQS

Télé-Québec

Share of Francophone TV Viewing in Quebec, Prime Time (7 p.m. to 11 p.m.)%

Other Other

Specialty/Cable

English Stations

Specialty/Cable

English Stations

4. The Francophone TV Market

Page 38: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

38The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Distribution of Télévision de Radio-Canada Viewing by EnvironmentMonday - Sunday, 24 Hours

%

Analogue Cable

Off-Air

Source: BBM Quebec Francophones

Radio-Canada’s Reliance on Off-Air Viewers Has Declined Significantly

September to August

DTH

51.9%51.9%Digital cable

30.7%30.7%

22.7

46.6

14.6

16.1

2004-2005

14.8

33.3

25

26.9

2007-2008

Note : Radio-Canada Note : Radio-Canada is less reliant on off-is less reliant on off-air viewers than CBC air viewers than CBC TVTV

4. The Francophone TV Market

Page 39: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

39The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

French-Languages TV Stations and Canadian ProgrammingPrime Time

%

Radio-Canada Is the Leader When It Comesto Canadian Programming

‘September 2007 to August 2008’Source: BBM

Hours of Viewing

89%72%

22%

11%28%

78%Foreign

Canadian

Broadcast Hours

86%

63%

45%

15%

37%

55%

Foreign

Canadian

4. The Francophone TV Market

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40The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

But Is Not the Only One to Offer Series That Are Appreciated by Francophones

RANKRANK

112233445566778899

10101111121213131414151516161717181819192020

NETWORKNETWORK

RCRCRCRCTVATVATVATVATVATVATVATVATVATVARCRCTVATVATVATVATVATVARCRCTVATVARCRCTVATVARCRCRCRCRCRCRCRCTVATVA

PROGRAMPROGRAM

Les Lavigueur, la vraie histoireLes Lavigueur, la vraie histoireLes BoysLes BoysAnnie et ses hommesAnnie et ses hommesLes Sœurs ElliotLes Sœurs ElliotTaxi 0-22Taxi 0-22Les étés d’AnaïsLes étés d’AnaïsDestinéesDestinéesL’Auberge du chien noirL’Auberge du chien noirLa PromesseLa PromesseNos étésNos étésKM/HKM/HProvidenceProvidenceHistoire de fillesHistoire de fillesBelle-BaieBelle-BaieLe NégociateurLe NégociateurRumeursRumeursCasinoCasinoVirginieVirginieC.A.C.A.Le cœur a ses raisonsLe cœur a ses raisons

AMAAMA

1,343,0001,343,000991,000991,000942,000942,000912,000912,000857,000857,000849,000849,000813,000813,000761,000761,000751,000751,000743,000743,000692,000692,000691,000691,000633,000633,000630,000630,000622,000622,000592,000592,000583,000583,000505,000505,000504,000504,000503,000503,000

Note: Prime time shows only, August 27, 2007 to April 6, 2008.Source : BBM

Top 20 Drama/Comedy Series on French-Language TelevisionTop 20 Drama/Comedy Series on French-Language Television

4. The Francophone TV Market

Page 41: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

Emerging Technologies in Emerging Technologies in the Video Worldthe Video World55

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42The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

New Ways of Accessing Video Content

Technological advancements over the past ten years have Technological advancements over the past ten years have given rise to a variety of new platforms for consumers to given rise to a variety of new platforms for consumers to receive and view video programming, including video-on-receive and view video programming, including video-on-demand (VOD), personal video recorders (PVRs), Internet demand (VOD), personal video recorders (PVRs), Internet streaming and Internet downloading. streaming and Internet downloading.

These new platforms and technologies have affected the These new platforms and technologies have affected the video opportunities available to Canadians in three key ways. video opportunities available to Canadians in three key ways.

1.1. They significantly expanded where consumers can receive and They significantly expanded where consumers can receive and watch video programming. watch video programming.

2.2. All of these new platforms, with the exception of some forms of All of these new platforms, with the exception of some forms of Internet streaming, can be characterized as on-demand services Internet streaming, can be characterized as on-demand services which free viewers from the rigidity of program schedules. which free viewers from the rigidity of program schedules.

3.3. Some new platforms provide video in a significantly different Some new platforms provide video in a significantly different format from traditional television. format from traditional television.

5. Emerging Technologies in the Video World

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43The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

More Video Programming Available Over More Distribution Platforms

Illustration of Multi-platform Growth – Video

19951995TV DistributionTV Distribution• Over-the-air TVOver-the-air TV• Analogue CableAnalogue Cable

PersonalizationPersonalization• VCRVCR• Specialty TVSpecialty TV• Pay TVPay TV

20082008TV DistributionTV Distribution• Over-the-air TVOver-the-air TV• Analogue CableAnalogue Cable• Digital CableDigital Cable• DTH SatelliteDTH Satellite• Wireless Cable (MDS)Wireless Cable (MDS)• IPTVIPTV• Internet Internet

PersonalizationPersonalization• VCRVCR• Specialty TVSpecialty TV• Pay TVPay TV• DVD PlayerDVD Player• PPVPPV• PVRPVR• VODVOD• Video DownloadsVideo Downloads• Video StreamingVideo Streaming

PortablePortable• DVD PlayerDVD Player• Digital Video PlayerDigital Video Player• Mobile PhoneMobile Phone• Laptop ComputerLaptop Computer

5. Emerging Technologies in the Video World

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44The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Ownership and Usage of Some of the New Video Devices Is Low

Trends in the Penetration and Usage of Video TechnologiesAmong Canadian Adults

5. Emerging Technologies in the Video World

Anglos 18+ Francos 18+ Trends

VIDEO TVs 96% 95% Universal HDTV sets 37% 28% Growing HDTV receivers 21% 17% Growing

CABLE TV Analog 27% 25% Declining Digital 31% 34% Growing Total 60% 60% Stable

DTH 24% 25% Stable

Telco TV (1) 2% <1% Emerging

Digital TV - Total 57% 59% Growing Over-the-air 9% 12% Declining

VCR 79% 71% Declining DVD Player 89% 87% Stable DVD Recorder 20% 18% Growing

PERSONAL TV VOD (viewer) 9% 12% Growing PVR 13% 10% Growing Video-iPod/MP3 Player Owner 14% 10% Growing

(1)TV Services provided by telephone companies

Penetration and Use of Devices and Services

Source : CBC/Radio-Canada's MTM, 2008

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45The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

But Acceptance of These New ‘On-Demand’ Tools Is Higher Among Those Aged 18-34

Penetration and Usage of New Video TechnologiesAmong Anglophone and Francophone Age Groups

18-34 35-49 50-64 65+ 18-34 35-49 50-64 65+VOD usage (last month) 13% 11% 8% 3% 19% 14% 9% 3%

PVR penetration 16% 15% 13% 6% 11% 12% 10% 4%

Video Streaming (last month) 63% 46% 33% 12% 61% 42% 25% 9%

Video iPod/MP3 Player penetration 24% 16% 7% 2% 19% 11% 6% 1%

Anglophones 18+ Francophones 18+

5. Emerging Technologies in the Video World

Source : CBC/Radio-Canada's MTM, 2008

Page 46: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

CBC Radio’s Audience CBC Radio’s Audience PerformancePerformance66

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47The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

CBC Radio Weekly Usage Maintained Despite Overall Decline in Radio Usage

Anglophone Weekly ReachAll 12+

Monday to Sunday (5am to 1am) %

15141414 14

11

15141414

1514

1615

555 5 556

556 6 6 6

5

Fall 2001

Spring2002

Fall 2002

Spring2003

Fall2003

Spring2004

Fall2004

S1 2005

S4 2005*

S1 2006

S4 2006

S1 2007

S4 2007

S4 2008

* The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005. Source: BBM

6. CBC Radio’s Audience Performance

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48The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Share of Anglophone 12+ Listening in theAreas Served by a CBC Radio Station

Monday to Sunday (5am to 1am) %

9.2 9.4 8.9 9.28.3 8.8 9.1 9.1

5.7

8.9 9.3 9.6 9.9 9.911.1

3.5 3.63.4 3.5

3.23.4 3.0 3.4

3.3

3.63.7 3.6 3.5 3.4

2.9

Fall2001

Spring2002

Fall2002

Spring2003

Fall2003

Spring2004

Fall2004

S1 2005

S4 2005*

S1 2006

S4 2006

S1 2007

S4 2007

S1 2008

S4 2008

13.012.7 12.812.311.5

12.2 12.2 12.6

8.9

12.4 13.0

Base: Anglophones who listened in CBC areas* The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005.Source: BBM

Audience Shares for CBC Radio’s Have Remained at Historic Levels

13.1 13.414.1

13.3

6. CBC Radio’s Audience Performance

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49The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

CBC Radio One Markets Monday to Sunday 5 a.m. to 1 a.m.

Share %

Monday to Friday 6 a.m. to 8:30 a.m.

Share % Ranking

CBN St. John’s 11.8 23.1 2

CBG/CBT Gander/Grand Falls 8.8 16.2 3

CBY Corner Brook 16.3 27.4 2

CBCT FM Charlottetown 21.3 28.7 1

CBHA-FM Halifax 14.7 19.7 1

CBI Sydney/Cape Breton 16.1 26.8 1

CBA Moncton 10.8 15.8 1

CBZF FM Fredericton 16.7 25.6 1

CBD-FM Saint John 16.4 23.2 2

CBME-FM Montreal Anglos 7.6 8.6 5

CBO-FM Ottawa Anglos 15.4 21.4 1

CBLA-FM Toronto 9.4 12.9 1

CBE Windsor 4.1 6.9 3

CBCS-FM Sudbury 11.1 17.9 3

CBQT-FM Thunder Bay 19.9 23.0 2

CBW Winnipeg 11.7 15.6 2

CBK/CBKR-FM Regina 9.9 16.8 2

CBK Saskatoon 10.3 13.0 3

CBR Calgary 10.8 15.2 1

CBX Edmonton 7.1 9.5 5

CBU Vancouver 9.9 15.1 2

CBCV-FM Victoria 12.1 18.6 1

CBC Radio One: Ranks in Top 3 in 9 Out of 10 Markets

Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador

The Share of 12+ Listening Captured by

Stations

BBM S4 2008

6. CBC Radio’s Audience Performance

Page 50: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

Radio de Radio-Canada’s Radio de Radio-Canada’s Audience PerformanceAudience Performance77

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51The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Francophone Weekly Reach Francophones 12+

Monday to Sunday (5am to 1am) %

161616

141415

1415

141413

121111

14

655555

44 4 4 4 45 5

6

Fall2001

Spring2002*

Fall2002

Spring2003

Fall2003

Spring2004

Fall2004

S1 2005

S4 2005**

S1 2006

S4 2006

S1 2007

S4 2007

S1 2008

S4 2008

                             

                                                    

Radio de Radio-Canada: Increased Usage Since 2001

* Labour dispute affected 3 ½ out of the 8 weeks measured** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured. Source: BBM

7. Radio de Radio-Canada’s Audience Performance

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52The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Share of Francophone 12+ Listening in theAreas Served by a Radio de Radio-Canada Station

8.6 8.7 10.011.5

13.3 12.5 12.6 13.6 12.8 13.3 12.313.8

15.9 15.7 15.5

2.5 2.12.4

2.2

2.32.3 3.0

2.92.5

3.02.9

2.9

4.1 4.0 3.9

Fall 2001

Spring2002*

Fall 2002

Spring 2003

Fall 2003

Spring2004

Fall2004

S1 2005

S4 2005**

S1 2006

S4 2006

S1 2007

S4 2007

S1 2008

S4 2008

Monday to Sunday (5am to 1am) %

15.2

11.1 10.812.4

13.7

15.6 14.7 15.716.5

15.3 16.3

And Audience Shares Have Nearly Doubled in the Past Six Years

* Labour dispute affected 3 ½ out of the 8 weeks measured** The lock-out of CMG employees, outside of Quebec and Moncton, affected 6 out of the 8 weeks measured. Base: French Radio Listening Among Francophones in SRC Areas Source: BBM

16.7

20.0 19.419.8

7. Radio de Radio-Canada’s Audience Performance

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53The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Weekday Morning Shares Demonstrate the Value of Local Programming

Première Chaîne Markets Monday to Sunday

5 a.m. to 1 a.m.

Share %

Monday to Friday 6 a.m. to 9 a.m.

Share % Ranking

CBF-FM Montreal Francos 14 21 1

CBF-FM Sherbrooke 13 20 2

CBF-FM Trois-Rivières 12 14 2

CBV-FM Québec 12 17 1

CBJ-FM Saguenay 11 14 4

CBGA-FM Matana-Gaspésie-Iles 10 15 1

CJBR-FM Rimouski 13 20 3

CHLM-FM Rouyn 10 17 3

CBSI-FM Sept-Iles 7 10 3

CBOF-FM Ottawa-Gatineau Francos 12 16 2

CBAF-FM N. Brunswick Francos 4 8 3

The Share of 12+ Listening Captured by Individual Stations

BBM S4 2008

7. Radio de Radio-Canada’s Audience Performance

Page 54: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

Emerging Technologies in theEmerging Technologies in theAudio WorldAudio World88

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55The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

New Ways of Accessing Audio Content

Numerous new ways of accessing audio content Numerous new ways of accessing audio content have become available in Canada.have become available in Canada.

These new audio platforms provide consumers with These new audio platforms provide consumers with increased choice in terms of where, how and when increased choice in terms of where, how and when audio services can be received.audio services can be received.

The new audio platforms have met with varying The new audio platforms have met with varying degrees of acceptance by the public. degrees of acceptance by the public.

8. Emerging Technologies in the Audio world

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56The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

And They Present a Challenge to Traditional Radio

Illustration of Multi-platform Growth – Audio

19951995DistributionDistribution• RadioRadio

On-DemandOn-Demand• TapesTapes• CDsCDs

PortablePortable• WalkmanWalkman

20082008DistributionDistribution• RadioRadio• InternetInternet• Satellite RadioSatellite Radio

On-DemandOn-Demand• CDsCDs• Music DownloadsMusic Downloads• Streaming AudioStreaming Audio• PodcastingPodcasting

PortablePortable• WalkmanWalkman• Digital Audio PlayerDigital Audio Player• Mobile PhoneMobile Phone

8. Emerging Technologies in the Audio world

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57The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Use of Audio Technologies Among Anglophones and Francophones Is Different

Trends in the Penetration and Usage of Audio TechnologiesAmong Canadian Adults

Anglos 18+ Franco 18+ TrendsAudioRadio 92% 90% UniverselIpod/MP3 Player Owner 39% 30% GrowingSatellite Radio subscriber 9% 4% Growing

Download - Music (past month) 16% 12% DecliningDownload- Podcast (past month) 19% 7% GrowingStreamed Audio (past month) 27% 25% Stable

Penetration and Use of Devices and Services

8. Emerging Technologies in the Audio world

Source : CBC/Radio-Canada MTM, 2008

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58The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Acceptance of These New Technologies Is Higher Among Younger Canadians

Penetration and Usage of New Audio TechnologiesAmong Anglophone and Francophone Age Groups

18-34 35-49 50-64 65+ 18-34 35-49 50-64 65+iPod/MP3 Player penetration 43% 28% 14% 4% 53% 35% 16% 5%

Podcast download (last month) 7% 5% 4% 2% 12% 8% 3% 1%

Audio Streaming (last month) 37% 32% 24% 9% 41% 29% 17% 6%

Music download (last month) 32% 16% 8% 2% 26% 13% 5% 1%

Anglophones 18+ Francophones 18+

8. Emerging Technologies in the Audio world

Source : CBC/Radio-Canada MTM, 2008

Page 59: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

InternetInternet99

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60The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Broadband Internet Has Entered the Mainstream

73

7

18None

Dial-up

Broadband 67

27

5

None

Dial-up

Broadband

ANGLOPHONES 18+ANGLOPHONES 18+ FRANCOPHONES 18+FRANCOPHONES 18+

Home Internet Connection%

* Broadband and dial-up do not equal total home Internet connections because some respondents refused or don’t know what type of Internet connection they have Source: MTM 2008

TotalTotal82%82%

TotalTotal73%73%

9. Internet

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61The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

But Weekly Time Spent With the Internet Still Lags TV and Radio

13.8

25.8

18Radio

Television

Internet 11.1

19

31.5

Radio

Television

Internet

ANGLOPHONESANGLOPHONES FRANCOPHONESFRANCOPHONES

Weekly Per Capita Usage of Internet, Television and RadioHours/Week

Source: MTM 2008 (Internet), NMR and PPM 2008-2009 (STD September to December) (TV), BBM S4 2008 (Radio)

9. Internet

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62The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Average Monthly Unique Visitors to News and Information Web SitesTotal Canada 2+, at Home

October-November, 2008 (000's)

1,092

1,598

1,651

2,313

2,990

3,046

3,048

3,076

3,078

4,688

RADIO-CANADA.CA

BBC.CO.UK

CNN.COM

CTV.CA

YAHOO!NEWS.CA

CANOE.CA

THEWEATHERNETWORK.COM

CBC.CA

CANADA.COM

ABOUT.COM

(English Canada)

CBC.ca: Among the Leaders in News and Information

9. Internet

Source: comScore Media Metrix

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63The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Average Monthly Unique Visitors to News and Information Web SitesFrancophones 2+, at Home

October-November 2008 (000's)

272

268

615

793

920

940

1,847

CBC.CA

BRANCHEZ-VOUS.COM

CYBERPRESSE.CA

RDS.CA

METEOMEDIA.COM

RADIO-CANADA.CA

CANOE.CA

(French Canada)

Source: comScore Media Metrix

Radio-Canada.ca: 2nd Most Popular in News and Information

9. Internet

Page 64: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

What the Public SaysWhat the Public Says1100

Page 65: The Broadcasting Environment and CBC/Radio-Canada’s Audience Performance

65The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

Our Measures of Value

Since 2001, the following indicators of performance have been Since 2001, the following indicators of performance have been measured:measured:

SatisfactionSatisfaction “I am satisfied with the programming on CBC/Radio-“I am satisfied with the programming on CBC/Radio-

Canada Canada Television/Radio.”Television/Radio.”

EssentialEssential “It is essential that CBC/Radio-Canada Television/Radio “It is essential that CBC/Radio-Canada Television/Radio

is available is available to Canadians.”to Canadians.”

DistinctivenessDistinctiveness “CBC/Radio-Canada Television/Radio has programs that “CBC/Radio-Canada Television/Radio has programs that

aren’t on aren’t on any other television/radio station.”any other television/radio station.”

News CredibilityNews Credibility“You can trust news and information on CBC/Radio-“You can trust news and information on CBC/Radio-

Canada Canada Television/Radio.”Television/Radio.”

ComprehensiveComprehensive “You can count on CBC/Radio-Canada Television/Radio “You can count on CBC/Radio-Canada Television/Radio

to give you to give you complete news coverage.”complete news coverage.”

10. What the Public Says

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66The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

89

89

95

96

98

Satisfaction

Distinctive

Comprehensive

Trusted

Essential

In terms of:

Corporate Performance Indicators for ALL CBC/RADIO-CANADA TV/RADIO SERVICESAmong all Canadians 18+

%

Source: QRS 2008

In 2008, 9 in 10 Canadians Supported CBC/Radio-Canada on All Indicators

10. What the Public Says

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67The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

27

39

78

85

CBC.ca/Radio-Canada.ca

CBC Radio/Radio de Radio-Canada

CBC Television/Télévision de Radio-Canada

Any CBC/Radio-Canada Services

Past Month Usage of CBC/RADIO-CANADA SERVICESAmong all Canadians 18+

%

And Over 8 in 10 Canadians Tune to at Least One of Our Services Each Month

10. What the Public Says

Source: QRS 2008

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68The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

CBC/Radio-Canada Is a Vital Part of Canadian Culture

34%

39%

35%

47%

53%

49%

56%

64%

28%

28%

33%

25%

23%

27%

21%

15%

Strongly Agree Agree

Corporate Image Ratings

CBC/Radio-Canada is a vitalpart of Canadian culture

CBC/Radio-Canada is an organization that delivers thehighest quality services for the resources it has available

You can trust CBC/Radio-Canada

CBC/Radio-Canada brings Canadians together as a country

CBC/Radio-Canada is in touch with ordinary people

CBC/Radio-Canada is innovative, always looking for new programs and ideas to deliver services

CBC/Radio-Canada pays attention to what the publicthinks about its programs and services

CBC/Radio-Canada ensures that the funds available to themare used to best reflect the needs and interests of Canadians

Source: Public Support Survey, TNS, April 2006

10. What the Public Says

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69The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

With Its Mandate Continuing to Be Important to Canadians

65%

67%

65%

65%

67%

69%

73%

78%

81%

81%

17%

18%

20%

21%

20%

18%

16%

12%

11%

11%

Very Important Important

Mandate Importance Ratings

Providing Television and Radio services which are available to people living in all parts of Canada

Providing programs of interest tomany different groups of people

Providing in-depth News andInformation from a Canadian perspective

Serving the needs and interestsof each region of the country

Helping people from all parts ofCanada understand each other better

Offering high quality, distinctive Canadian programming

Reflecting the multicultural nature of Canada

Providing News and Information that people can trust

Promoting our culture and identity

Entertaining people

10. What the Public Says

Source: Public Support Survey, TNS, April 2006

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70The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

And Canadians Believe CBC/Radio-Canada Is Delivering on Its Mandate

50%

44%

45%

46%

44%

48%

55%

64%

68%

67%

29%

31%

32%

34%

36%

33%

28%

21%

18%

21%

Very Good Job Good Job

Corporate Performance Ratings

Providing Television and Radio services which are available to people living in all parts of Canada

Providing programs of interest tomany different groups of people

Providing in-depth News andInformation from a Canadian perspective

Serving the needs and interestsof each region of the country

Helping people from all parts ofCanada understand each other better

Offering high quality, distinctive Canadian programming

Reflecting the multicultural nature of Canada

Providing News and Information that people can trust

Promoting our culture and identity

Entertaining people

10. What the Public Says

Source: Public Support Survey, TNS, April 2006

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71The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

CBC/Radio-Canada Represents Good Value for the Funding It Receives

63% 19%

Very Good Value Good Value

Perceived Value For Money Of CBC/Radio-Canada Funding

10. What the Public Says

Source: Public Support Survey, TNS, April 2006

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72The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 2009

4

10

29

34

39

44

47

62

65

65

80

107

109

124

130

134

136

146

0 20 40 60 80 100 120 140 160

U.S. (2006)

New Zealand

Spain** (2006 est.)

Canada

Italy

Australia

Japan

Belgium

France

Ireland

Austria

Finland

Sweden

U.K.

Germany

Switzerland

Denamrk

Norway

Per Capita Public Funding for Public Broadcasters2007*

* Data for 2007 fiscal year unless indicated otherwise. ** Figures for Spain include an estimate for the public broadcasters of the autonomous regions. Source: Nordicity Group Ltd. Public funding data obtained from various sources; Exchange rates from Bank of Canada. Population data from Population Reference Bureau.

C$ per inhabitant

But It Is Poorly Funded Compared to Other Public Broadcasters

Average = 76

10. What the Public Says