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CRTC approves CBC radio advertising

The Canadian Radio-television and Telecommunications Commission has agreed to allow the Canadian Broadcasting Corporation to introduce national advertising on its Radio 2 and Espace Musique radio networks. Four minutes of advertising per broadcast hour, consolidated into two blocks of ads, will be permitted on these networks for the next three years. At the end of that time, the CBC will be required to submit a new application to the CRTC if it wishes to continue to carry advertising on Radio 2 and Espace Musique. According to the commission, the CBC will have to demonstrate that the advertising has not had an undue adverse effect on advertising markets, that listeners have not been unduly inconvenienced by the advertising, that the level of investment in radio broadcasting has been maintained, and that there has been no reduction in the variety and diversity of programming. The decision was part of the CRTC's renewal of the CBC's radio and television licences until 2018. "The ability to generate new revenues is key," said Hubert Lacroix, president and CEO of CBC/Radio-Canada. "Generating new revenues through these services was central to the plan we put together to address the reduction of our parliamentary appropriations last year. Advertising won't change the programming mandate of our services. Both will remain committed to supporting and showcasing the best in Canadian music."

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