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

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

Overview of the Broadcasting Industry 1

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, A mixed private/public system Employing some 53,000 Canadians Main sectors of activity include: TelevisionRadio Distribution (Cable & Satellite) A $14.2 Billion Dollar Industry Source: CRTC *$2B of TV distribution revenue is paid to specialty TV broadcastersCBC/Radio-Canada (excluding Specialties) Total Revenue $1.6B Employees9, Overview of the Broadcasting Industry Source: CBC/Radio-Canada Annual Report , Staff at March/09

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Operating revenues totaling over $6.0 billion 22,000 employees Main players: CTVglobemediaCBC/Radio-CanadaCanWestAstralCorusQuebecorRogers Television: The Key Players 1. Overview of the Broadcasting Industry Source: Private estimates based on CRTC Broadcast Policy Monitoring Report 2008, CBC/Radio-Canada Annual Return to CRTC

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, There Has Been an Explosion of Choice Overview of the Broadcasting Industry Source: Nielsen Media Research, BBM

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, With Ownership Concentrated in Few Hands $5 Billion in Mega Mergers Approved in Overview of the Broadcasting Industry French TelevisionEnglish Television Based on 2007 Television Revenues (excludes CBC/Radio-Canada appropriation)

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Source: BBM, Nielsen Media Research, Statistics Canada As of , 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 Television All Persons 2+, to

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Operating revenues totaling $1.8 billion Main players: CBC/Radio-CanadaAstral New Cap CorusRogers CTVglobemedia (CHUM) Radio: Providing the Local Connection Source: 2007 Broadcast Policy Monitoring Report 1. Overview of the Broadcasting Industry

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Deregulation Has Led to Growth Total Revenues and PBIT Margin of Private Radio 1. Overview of the Broadcasting Industry Radio Deregulated

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, And a Highly Concentrated Industry 1. Overview of the Broadcasting Industry Private Radio BEFORE Private Radio AFTER 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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 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 Radio All Persons 12+, 1987 to 2008

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Distribution: 90% of Canadians Pay for TV 1. Overview of the Broadcasting Industry Source: Nielsen Media Research, BBM

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Now the largest segment of the broadcasting industry A $6.1 billion dollar industry Major players: RogersVidéotron Bell TV Shaw / Star Choice Cogeco 5 Companies Account for 90% of Subscribers 1. Overview of the Broadcasting Industry

Financing the Broadcasting Industry 2

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Subscription revenues are now, by far, the most important source The various sectors rely on different revenue sources Note, this does not include the contribution of CTF and Tax Credits How Is the Industry Financed 2. Financing the Broadcasting Industry Source :Statistics Canada 2007

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Advertising on Conventional Television Is Flat and Expected to Decline 2. Financing the Broadcasting Industry Source: TV Basics ( ); CRTC (2008) and TD Newcrest forecast (as of January 2009)

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 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-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08Sep-08 Oct-08 Nov-08 Dec-08 Jan-09 Feb-09 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 2008Broadcast 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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Advertising: An Important Part of Our Funding Revenues and operating sources of funds - CBC|Radio-Canada (millions of dollars) 2. Financing the Broadcasting Industry

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, But Our Advertising Revenue Has Weakened Advertising is vital to the operations of our television networks It represents 50% of CBC Television’s budget and 40% of Télévision de Radio-Canada’s And like other conventional broadcasters, CBC/Radio-Canada’s advertising revenue has weakened 2. Financing the Broadcasting Industry CBC|Radio-Canada’s Advertising Revenues: (Dollars in millions and in 2008 constant dollars)

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, … While Our Appropriation Has Remained Flat for Many Years Our government appropriation has declined by almost $400 M since 1990 CBC|Radio-Canada’s Parliamentary Appropriation: (Dollars in millions and in 2008 constant dollars) 2. Financing the Broadcasting Industry

The English-Language TV Market 3

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Distribution Of Viewing to English TV by Viewing Environment Monday-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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Weekly Per Capita Hours of Viewing to Television by Environment ANGLOPHONES September 2007 to August 2008 Source: BBM Nielsen Those With the Most Choice Watch More TV 3. The English-Language TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, A LOOK AT FRAGMENTATION Share of Viewing to English TV All Day (24 Hours) % September 2007 to August 2008 Source: BBM Nielsen And They Enjoy a Multitude of Programming Choices 3. The English-Language TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, But These Choices Don’t Emanate from Diverse Ownership Share of Viewing to English TV All Day, 24 Hours % August 27, 2007 to August 31, 2008 Source: BBM Nielsen CBC CTVglobemedia (Conv. & Spec.) CanWest (Con. & Spec.) Rogers Astral Media (eng.) Other Cdn TV (Conv. & Spec.) US TV (Conv. & Spec.) 23% 5% 28% 18% 6% 5% 14% 3. The English-Language TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, 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 Canadian Conventional US Conventional Other Canadian Conventional US Conventional 3. The English-Language TV Market * Excluding Affiliates in own time Source: BBM Nielsen

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Top 10 Series on English TV TV Season Note: Prime time shows only, August 2007 to April Excludes CTV’s Canadian Idol which ended in mid September. Source: BBM Nielsen Top US Programming Remains the Most Popular PROGRAM American Idol 7 – Performance American Idol 7 – Results Survivor: China House Grey’s Anatomy C.S.I. Miami C.S.I (Thursday) Desperate Housewives C.S.I (Monday) Dancing With The Stars 5 - Performance NETWORKCTVCTVGlobalGlobalCTVGlobalCTVCTVCTVCTVRANK AMA2,521,0002,340,0002,194,0002,075,0002,015,0001,967,0001,958,0001,910,0001,897,0001,894, The English-Language TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, English Conventional TV & Canadian Programming Prime Time % CBC Television Remains the Home of Canadian Content ‘September 2007 to August 2008’ Source: BBM Nielsen 3. The English-Language TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, AMA1,234, , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,000 Top 20 Canadian Drama/Comedy Series Note: Prime time shows only, August 27, 2007 to April 6, Source: BBM Nielsen RANK And the Network Airing the Most Popular Canadian Drama/Comedy Series NETWORKCTVCBCCBCCBCCBCCTVCBCCBCCBCGlobalCBCCBCCTVCBCCTVCBCCBCCBCCBCCTV PROGRAM Corner Gas (Monday, 8 p.m.) Little Mosque (Tuesday, 8:30 p.m.) Just for Laughs (Sunday, 8 p.m.) Rick Mercer Report (Tuesday, 8 p.m.) Little Mosque (Wednesday, 8 p.m.) Robson Arms (Monday to Wednesday, 8:30 p.m.) The Tudors (Tuesday, 9 p.m.) The Border (Monday, 9 p.m.) Air Farce Live (Friday, 8 p.m.) The Guard (Tuesday, 10 p.m.) This Hour Has 22 Minutes (Tuesday, 8:30 p.m.) Rick Mercer Report (Friday, 8:30 p.m.) Corner Gas (Tuesday, 8:30 p.m.) Sophie (Wednesday, 8:30 p.m.) Degrassi : Next Generation (Monday, 7:30 p.m.) Halifax Comedy Fest (Monday, 8:30) Winnipeg Comedy Fest (Monday, 8 p.m.) Halifax Comedy Fest (Tuesday, 9 p.m.) Heartland (Sunday, 7 p.m.) Instant Star (Tuesday and Sunday, 8:30 p.m.) 3. The English-Language TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Source: BBM Nielsen CBC Television’s Reliance on Analogue Cable and Off-Air Viewing Has Declined Digital Cable Analogue Cable Distribution of Viewing to CBC Television by Viewing Environment Monday-Sunday, 24 Hours % DTH Off-Air September to August 3. The English-Language TV Market

The Francophone TV Market 4

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Distribution of Viewing Among Francophones by Viewing Environment Monday - 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% Digital Cable 37.6% DTH 4. The Francophone TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Weekly Per Capita Hours of Viewing to Television by Environment FRANCOPHONES 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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, A LOOK AT FRAGMENTATION Share of Francophone TV Viewing in Quebec All Day (24 Hours) % And They Have a Plethora of French and English Services from Which to Choose 4. The Francophone TV Market September 2007 to August 2008 Source: BBM

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, But Two Companies Control More Than Half of These Services Share of Francophone Viewing Television among Ownership All Day, 24 Hours % Radio-Canada Quebecor (Conv. & Spec.) Remstar Télé-Québec Astral Media (fr.) Other French Cdn TV English TV 25% 3% 8% 29% 14% 6% 14% August 27, 2007 to August 31, 2008 Source: BBM Nielsen 4. The Francophone TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Radio- Canada TVA TQS Télé-Québec ‘September to August’ Source: BBM PPM TO 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 Specialty/Cable English Stations Specialty/Cable English Stations 4. The Francophone TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Distribution of Télévision de Radio-Canada Viewing by Environment Monday - 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% Digital cable 30.7% Note : Radio-Canada is less reliant on off-air viewers than CBC TV 4. The Francophone TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, French-Languages TV Stations and Canadian Programming Prime Time % Radio-Canada Is the Leader When It Comes to Canadian Programming ‘September 2007 to August 2008’ Source: BBM 4. The Francophone TV Market

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, But Is Not the Only One to Offer Series That Are Appreciated by Francophones RANK NETWORKRCRCTVATVATVATVATVARCTVATVATVARCTVARCTVARCRCRCRCTVA PROGRAM Les Lavigueur, la vraie histoire Les Boys Annie et ses hommes Les Sœurs Elliot Taxi 0-22 Les étés d’Anaïs Destinées L’Auberge du chien noir La Promesse Nos étés KM/HProvidence Histoire de filles Belle-Baie Le Négociateur RumeursCasinoVirginieC.A. Le cœur a ses raisons AMA1,343,000991,000942,000912,000857,000849,000813,000761,000751,000743,000692,000691,000633,000630,000622,000592,000583,000505,000504,000503,000 Note: Prime time shows only, August 27, 2007 to April 6, Source : BBM Top 20 Drama/Comedy Series on French-Language Television 4. The Francophone TV Market

Emerging Technologies in the Video World 5

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, New Ways of Accessing Video Content Technological advancements over the past ten years have given rise to a variety of new platforms for consumers to receive and view video programming, including video-on- demand (VOD), personal video recorders (PVRs), Internet streaming and Internet downloading. These new platforms and technologies have affected the video opportunities available to Canadians in three key ways. 1.They significantly expanded where consumers can receive and watch video programming. 2.All of these new platforms, with the exception of some forms of Internet streaming, can be characterized as on-demand services which free viewers from the rigidity of program schedules. 3.Some new platforms provide video in a significantly different format from traditional television. 5. Emerging Technologies in the Video World

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, More Video Programming Available Over More Distribution Platforms Illustration of Multi-platform Growth – Video 1995 TV Distribution Over-the-air TVOver-the-air TV Analogue CableAnalogue CablePersonalization VCRVCR Specialty TVSpecialty TV Pay TVPay TV 2008 TV Distribution Over-the-air TVOver-the-air TV Analogue CableAnalogue Cable Digital CableDigital Cable DTH SatelliteDTH Satellite Wireless Cable (MDS)Wireless Cable (MDS) IPTVIPTV InternetInternetPersonalization VCRVCR Specialty TVSpecialty TV Pay TVPay TV DVD PlayerDVD Player PPVPPV PVRPVR VODVOD Video DownloadsVideo Downloads Video StreamingVideo StreamingPortable DVD PlayerDVD Player Digital Video PlayerDigital Video Player Mobile PhoneMobile Phone Laptop ComputerLaptop Computer 5. Emerging Technologies in the Video World

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Ownership and Usage of Some of the New Video Devices Is Low Trends in the Penetration and Usage of Video Technologies Among Canadian Adults 5. Emerging Technologies in the Video World Source : CBC/Radio-Canada's MTM, 2008

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, But Acceptance of These New ‘On-Demand’ Tools Is Higher Among Those Aged Penetration and Usage of New Video Technologies Among Anglophone and Francophone Age Groups 5. Emerging Technologies in the Video World Source : CBC/Radio-Canada's MTM, 2008

CBC Radio’s Audience Performance 6

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, CBC Radio Weekly Usage Maintained Despite Overall Decline in Radio Usage * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S Source: BBM 6. CBC Radio’s Audience Performance

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Base: Anglophones who listened in CBC areas * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S Source: BBM Audience Shares for CBC Radio’s Have Remained at Historic Levels CBC Radio’s Audience Performance

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, CBC Radio One MarketsMonday 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 CBG/CBT Gander/Grand Falls CBY Corner Brook CBCT FM Charlottetown CBHA-FM Halifax CBI Sydney/Cape Breton CBA Moncton CBZF FM Fredericton CBD-FM Saint John CBME-FM Montreal Anglos CBO-FM Ottawa Anglos CBLA-FM Toronto CBE Windsor CBCS-FM Sudbury CBQT-FM Thunder Bay CBW Winnipeg CBK/CBKR-FM Regina CBK Saskatoon CBR Calgary CBX Edmonton CBU Vancouver CBCV-FM Victoria 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 S CBC Radio’s Audience Performance

Radio de Radio-Canada’s Audience Performance 7

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

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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Weekday Morning Shares Demonstrate the Value of Local Programming Première Chaîne MarketsMonday 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 Francos14211 CBF-FM Sherbrooke13202 CBF-FM Trois-Rivières12142 CBV-FM Québec12171 CBJ-FM Saguenay11144 CBGA-FM Matana-Gaspésie-Iles10151 CJBR-FM Rimouski13203 CHLM-FM Rouyn10173 CBSI-FM Sept-Iles7103 CBOF-FM Ottawa-Gatineau Francos12162 CBAF-FM N. Brunswick Francos483 The Share of 12+ Listening Captured by Individual Stations BBM S Radio de Radio-Canada’s Audience Performance

Emerging Technologies in the Audio World 8

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, New Ways of Accessing Audio Content Numerous new ways of accessing audio content have become available in Canada. These new audio platforms provide consumers with increased choice in terms of where, how and when audio services can be received. The new audio platforms have met with varying degrees of acceptance by the public. 8. Emerging Technologies in the Audio world

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, And They Present a Challenge to Traditional Radio Illustration of Multi-platform Growth – Audio 1995Distribution RadioRadioOn-Demand TapesTapes CDsCDsPortable WalkmanWalkman 2008Distribution RadioRadio InternetInternet Satellite RadioSatellite RadioOn-Demand CDsCDs Music DownloadsMusic Downloads Streaming AudioStreaming Audio PodcastingPodcastingPortable WalkmanWalkman Digital Audio PlayerDigital Audio Player Mobile PhoneMobile Phone 8. Emerging Technologies in the Audio world

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Use of Audio Technologies Among Anglophones and Francophones Is Different Trends in the Penetration and Usage of Audio Technologies Among Canadian Adults 8. Emerging Technologies in the Audio world Source : CBC/Radio-Canada MTM, 2008

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Acceptance of These New Technologies Is Higher Among Younger Canadians Penetration and Usage of New Audio Technologies Among Anglophone and Francophone Age Groups 8. Emerging Technologies in the Audio world Source : CBC/Radio-Canada MTM, 2008

Internet9

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Broadband Internet Has Entered the Mainstream ANGLOPHONES 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 Total82%Total73% 9. Internet

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, But Weekly Time Spent With the Internet Still Lags TV and Radio ANGLOPHONESFRANCOPHONES Weekly Per Capita Usage of Internet, Television and Radio Hours/Week Source: MTM 2008 (Internet), NMR and PPM (STD September to December) (TV), BBM S (Radio) 9. Internet

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, (English Canada) CBC.ca : Among the Leaders in News and Information 9. Internet Source: comScore Media Metrix

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, (French Canada) Source: comScore Media Metrix Radio-Canada.ca : 2nd Most Popular in News and Information 9. Internet

What the Public Says 10

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Our Measures of Value Since 2001, the following indicators of performance have been measured: Satisfaction “I am satisfied with the programming on CBC/Radio-Canada Television/Radio.” Essential “It is essential that CBC/Radio-Canada Television/Radio is available to Canadians.” Distinctiveness “CBC/Radio-Canada Television/Radio has programs that aren’t on any other television/radio station.” News Credibility “You can trust news and information on CBC/Radio-Canada Television/Radio.” Comprehensive “You can count on CBC/Radio-Canada Television/Radio to give you complete news coverage.” 10. What the Public Says

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, In terms of: Corporate Performance Indicators for ALL CBC/RADIO-CANADA TV/RADIO SERVICES Among all Canadians 18+ % Source: QRS 2008 In 2008, 9 in 10 Canadians Supported CBC/Radio-Canada on All Indicators 10. What the Public Says

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Past Month Usage of CBC/RADIO-CANADA SERVICES Among 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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, CBC/Radio-Canada Is a Vital Part of Canadian Culture Corporate Image Ratings CBC/Radio-Canada is a vital part of Canadian culture CBC/Radio-Canada is an organization that delivers the highest 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 public thinks about its programs and services CBC/Radio-Canada ensures that the funds available to them are used to best reflect the needs and interests of Canadians Source: Public Support Survey, TNS, April What the Public Says

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, With Its Mandate Continuing to Be Important to Canadians Mandate Importance Ratings Providing Television and Radio services which are available to people living in all parts of Canada Providing programs of interest to many different groups of people Providing in-depth News and Information from a Canadian perspective Serving the needs and interests of each region of the country Helping people from all parts of Canada 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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, And Canadians Believe CBC/Radio-Canada Is Delivering on Its Mandate Corporate Performance Ratings Providing Television and Radio services which are available to people living in all parts of Canada Providing programs of interest to many different groups of people Providing in-depth News and Information from a Canadian perspective Serving the needs and interests of each region of the country Helping people from all parts of Canada 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

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, CBC/Radio-Canada Represents Good Value for the Funding It Receives Perceived Value For Money Of CBC/Radio-Canada Funding 10. What the Public Says Source: Public Support Survey, TNS, April 2006

The Broadcasting Environment – CBC/Radio-Canada’s Audience Performance April 22, Per Capita Public Funding for Public Broadcasters 2007* * 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 = What the Public Says