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Overview of CBC/Radio-Canada’s Audience Performance
Prepared By CBC/Radio-Canada Research & Strategic Analysis March 2007
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Table of Content Part 1: TELEVISION 3 Part 1a: OVERALL TRENDS 4 7
Part 1b: THE ENGLISH-LANGUAGE TV MARKET & CBC TELEVISION’S PERFORMANCE WITHIN IT Part 1c: THE FRANCOPHONE TV MARKET & TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD Part 2: RADIO Part 2a: OVERALL TRENDS Part 2b: CBC RADIO’S AUDIENCE PERFORMANCE Part 2c: RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE Part 2d: EMERGING TECHNOLOGIES IN THE AUDIO WORLD Part 3: INTERNET Part 3a: OVERALL TRENDS Part 3b: CBC.ca & Radio-Canada.ca‘s PERFORMANCE Part 4: WHAT THE PUBLIC SAYS 3 4 7 19 28 33 34 39 43 47 52 53 56 60
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Part 1: TELEVISION
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Part 1a: OVERALL TRENDS
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Weekly TV usage has increased in recent years
Weekly Per Capita Hours Of Viewing To Television All Persons 2+, to SOURCE: BBM, Nielsen Media Research, Statistics Canada
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Trends in TV usage by age groups have remained consistent over time
SOURCE: Nielsen Media Research
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THE ENGLISH-LANGUAGE TV MARKET AND CBC TELEVISION’S PERFORMANCE WITHIN IT
Part 1b:
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Over-the-air viewing has dropped dramatically
Distribution Of Viewing to English TV by Viewing Environment Monday-Sunday, 24 Hours % Digital Cable 47.7% DTH (Satellite) Cable + DTH Analogue Cable Off-Air Off-Air September to August Source: Nielsen Media Research
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Weekly Per Capita Hours of Viewing to Television by Environment
Anglophones in digital cable homes spend the most time in front of their TV set Weekly Per Capita Hours of Viewing to Television by Environment ANGLOPHONES September 2005 to August 2006 SOURCE: Nielsen Media Research
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And they enjoy a multitude of programming choices
A LOOK AT FRAGMENTATION Share of Viewing to English TV All Day (24 Hours) % September 2005 to August 2006 SOURCE: Nielsen Media Research
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But these choices don’t emanate from diverse ownership
Share of Viewing to English CANADIAN CONVENTIONAL TV Before and After Recently Announced Acquisitions* All Day, 24 Hours % Based on all persons 2+, August 28, 2006 to December 31, 2007 * CTVglobemedia acquiring CHUM, CanWest Global acquiring Alliance Atlantis SOURCE: BBM Nielsen Media Research
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Increased viewing to Specialty/Pay has impacted most Canadian and US conventional networks
Share of Viewing to English-language TV Station Groups, Prime Time (7 p.m. to 11 p.m.) % CBC* CBC* CTV CTV Global Global Other Canadian Conventional Other Canadian Conventional Specialty/Pay Specialty/Pay US Conventional US Conventional SOURCE: Nielsen Media Research
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Top US programming is more popular than ever before
Top 10 Series on English TV TV Season RANK 1 2 3 4 5 6 7 8 9 10 NETWORK CTV Global PROGRAM C.S.I. Survivor: Guatemala American Idol 5 - Performance American Idol 5 – Results Survivor: Panama C.S.I. Miami Desperate Housewives Amazing Race E.R. Lost AVERAGE AMA (000) 3,093 3,084 2,849 2,680 2,540 2,453 2,415 2,172 2,147 2,071 2,550 Note: Prime time shows only, August 29, 2005 to April 2, 2006. Excludes CTV’s Canadian Idol which ended in mid September. SOURCE: Nielsen Media Research
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CBC Television remains the home of Canadian content
English Conventional TV & Canadian Programming Prime Time % ‘September 2005 to August 2006’ Source: Nielsen Media Research
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Top 20 Canadian Drama/Comedy Series
And the only network with the shelf space to air Canadian Drama/Comedy series Top 20 Canadian Drama/Comedy Series RANK 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 NETWORK CTV CBC Global PROGRAM Corner Gas (Monday, 8 p.m.) The Rick Mercer Report (Tuesday, 8 p.m.) Degrassi: The Next Generation (Monday, 8:30 p.m.) Royal Canadian Air Farce (Friday, 8 p.m.) This Hour Has 22 Minutes (Friday, 8:30 p.m.) Jeff Ltd, (Wednesday, 9:30 p.m.) Just for Laughs (Friday, 9 p.m.) Winnipeg Comedy Fest (Friday, 9 p.m.) Just for Laughs Gala (Friday, 9 p.m.) The Rick Mercer Report – R (Wednesday, 7 p.m.) Hatching, Matching and Dispatching (Friday, 9 p.m.) Royal Canadian Air Farce – R (Monday, 7 p.m.) Da Vinci’s City Hall (Tuesday, 9 p.m.) Ha!ifax Comedy Fest (Tuesday, 8:30 p.m.) Red Green Show (Friday, 7 p.m.) This Hour Has 22 Minutes – R (Tuesday, 7 p.m.) This Is Wonderland (Wednesday, 8 p.m.) At The Hotel (Tuesday, 9 p.m.) Zoe Busiek: Wild Card (Saturday, 8 p.m.) Blue Murder (Saturday, 9 p.m.) AMA (000) 1 401 727 710 696 670 653 624 499 462 449 431 416 395 386 383 376 358 352 295 285 Note: Prime time shows only, August 29, 2005 to April 2, 2006. - R - = Repeat SOURCE: Nielsen Media Research
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Distribution of Viewing to CBC Television by Viewing Environment
CBC Television’s reliance on over-the-air viewing has declined significantly in the past five years Distribution of Viewing to CBC Television by Viewing Environment Monday-Sunday, 24 Hours % Digital Cable Cable + DTH DTH Analogue Cable Off-Air Off-Air September to August Source: Nielsen Media Research
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CBC Television’s schedule balance
Programming Output by Genre UK vs CBC Television Source: Ofcom International Market Review, NMR (CBC O&Os)
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CBC Newsworld: Number one in Canadian News and Information
SOURCE: Nielsen Media Research
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THE FRANCOPHONE TV MARKET AND TÉLÉVISION DE RADIO-CANADA’S PERFORMANCE WITHIN IT
Part 1c:
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Distribution of Viewing Among Francophones by Viewing Environment
Francophone digital universe has grown by almost one-quarter in just two years Distribution of Viewing Among Francophones by Viewing Environment Monday - Sunday, 24 Hours % Digital (Cable and DTH) Analogue Cable Off-Air September to August Source: BBM (Quebec Only)
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Francophones in analogue homes continue to watch more TV each week
Weekly Per Capita Hours of Viewing to Television by Environment FRANCOPHONES in QUÉBEC September 2005 to August 2006 SOURCE: BBM
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A LOOK AT FRAGMENTATION Share of Francophone TV Viewing in Quebec
Télévision de Radio-Canada maintains a healthy position in a highly fragmented market A LOOK AT FRAGMENTATION Share of Francophone TV Viewing in Quebec All Day (24 Hours) % *Includes TFO and other Cable French Stations September 2005 to August 2006 SOURCE: BBM
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Three main conventional networks account for more than half of all Francophone viewing
Share of Francophone TV Viewing in Quebec, Prime Time (7 p.m. to 11 p.m.) % Radio- Canada Radio- Canada TVA TVA TQS TQS Télé-Québec Télé-Québec Specialty/Cable Specialty/Cable English Stations English Stations Other Other PMT PPM ‘September to August’ SOURCE: BBM (PMT TO , PPM TO )
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Distribution of Télévision de Radio-Canada Viewing by Environment
Télévision de Radio-Canada’s reliance on over-the-air viewers has declined Distribution of Télévision de Radio-Canada Viewing by Environment Monday - Sunday, 24 Hours % Digital (Cable and DTH) Analogue Cable Off-Air September to August Source: BBM Quebec Francophones
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More Canadian programming than other conventional networks
French-languages TV Stations and Canadian Programming Prime Time % ‘September 2005 to August 2006’ SOURCE: BBM
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Télévision de Radio-Canada’s schedule balance
Programming Output by Genre France vs Télévision de Radio-Canada Source: Ofcom International Market Review, BBM (Radio-Canada)
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RDI is still number one in News, but LCN is narrowing the gap
Source: BBM
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EMERGING TECHNOLOGIES IN THE VIDEO WORLD
Part 1d:
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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. First, they significantly expanded where consumers can receive and watch video programming. Second, 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. Third, some new platforms provide video in a significantly different format from traditional television.
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More video programming available over more distribution platforms
Illustration of Multi-platform Growth – Video 1995 TV Distribution Over-the-air TV Analogue Cable Personalization VCR Specialty TV Pay TV 2005 TV Distribution Over-the-air TV Analogue Cable Digital Cable DTH Satellite Wireless Cable (MDS) IPTV Internet Personalization VCR Specialty TV Pay TV DVD Player PPV PVR VOD Video Downloads Video Streaming Portable Digital Video Player Mobile Phone Laptop Computer
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While ownership and usage of some of the new video devices is low…
Trends in the Penetration and Usage of Video Technologies Among Canadian Adults
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… acceptance of these new ‘on-demand’ tools is higher among certain segments of the population
Penetration and Usage of New Video Technologies Among Anglophone and Francophone Age Groups
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Part 2: RADIO
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Part 2a: OVERALL TRENDS
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Listening to conventional radio has decreased over the past decade
Weekly Per Capita Hours Of Listening To Radio All Persons 12+, 1986 to 2006 SOURCE: BBM (Fall Sweeps)
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This is true among all age groups, but especially teens
SOURCE: BBM (Fall Sweeps)
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Almost 8 out of 10 hours spent listening to radio is through the FM band
AM/FM Share (%) of Tuning Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+ Fall/S4 Surveys FM FM AM AM SOURCE: BBM
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Out-of-home listening is still growing
Location Share (%) Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+ Fall/S4 Surveys Home Home Work Work Car Car Other Other SOURCE: BBM
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CBC RADIO’S AUDIENCE PERFORMANCE
Part 2b:
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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
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Record-level audience shares mean strong basis for CBC Radio’s Renewal initiative
13.0 12.7 13.0 12.8 12.6 12.4 12.3 12.4 12.3 12.2 12.2 11.5 8.9 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
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CBC Radio One: Ranks in top 3 in most markets
The Share of 12+ Listening Captured by Individual Stations BBM S4 2006 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. Ranking CBN St. John’s 9.5 16.2 2 CBG/CBT Gander/Grand Falls 13.7 25.6 CBY Corner Brook 12.4 18.5 CBCT FM Charlottetown 14.9 23.5 1 CBHA-FM Halifax 23.7 CBI Sydney/Cape Breton 20.1 29.3 CBA Moncton 18.8 CBZF FM Fredericton 14.7 20.7 CBD-FM Saint John 12.3 18.6 3 CBME-FM Montreal Anglos 4.5 5.7 5 CBO-FM Ottawa Anglos 15.8 20.9 CBLA-FM Toronto 7.3 11.0 CBE Windsor 4.0 7.1 CBCS-FM Sudbury 15.9 18.4 CBQT-FM Thunder Bay 20.5 24.6 CBW Winnipeg 9.7 13.0 CBK/CBKR-FM Regina 10.1 14.6 CBK Saskatoon 8.1 10.3 CBR Calgary 7.4 10.4 CBX Edmonton 6.0 8.2 CBU Vancouver 9.0 12.2 CBCV-FM Victoria 8.6 12.0 Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador
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RADIO DE RADIO-CANADA’S AUDIENCE PERFORMANCE
Part 2c:
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Radio de Radio-Canada: Increased usage over the past five 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. SOURCE: BBM
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And audience shares that have nearly doubled
16.5 16.3 15.7 15.6 15.3 15.2 14.7 13.7 12.4 11.1 10.8 9.9 8.9 * 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
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Weekday morning shares demonstrate the value of local programming
The Share of 12+ Listening Captured by Individual Stations BBM S4 2006 Première Chaîne Markets Monday to Sunday 5 a.m. to 1 a.m. Share % Monday to Friday 6 a.m. to 9 a.m. Ranking CBF-FM Montreal Francos 10 14 3 CBF-FM Sherbrooke 13 17 2 CBF-FM Trois-Rivières 12 15 CBV-FM Québec 18 1 CBJ-FM Saguenay 7 11 4 CBGA-FM Matana-Gaspésie-Iles 9 CJBR-FM Rimouski 21 CHLM-FM Rouyn 6 CBSI-FM Sept-Iles 16 CBOF-FM Ottawa-Gatineau Francos CBAF-FM N. Brunswick Francos
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EMERGING TECHNOLOGIES IN
THE AUDIO WORLD Part 2d:
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New Ways of Accessing Audio Content
Over the past decade, numerous new ways of accessing audio content have become available in Canada, including digital radio, pay audio, satellite radio, Internet streaming, podcasting and Internet downloading of music. As with new video platforms, these new audio platforms provide consumers with increased choice in terms of where and how audio services can be received, increased diversity in the type of content that is available and greater flexibility and control over when content is accessed and listened to. The new audio platforms have met with varying degrees of acceptance by the public and while the final verdict is still out on most of them, they have increased audience fragmentation and are forcing audio broadcasters to be both more thoughtful and more innovative when developing audio content and when deciding the best means to deliver it to Canadians.
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Illustration of Multi-platform Growth – Audio
A wide array of new audio platforms, presenting a significant challenge to traditional radio Illustration of Multi-platform Growth – Audio 1995 Distribution Radio On-Demand Tapes CDs Portable Walkman 2005 Distribution Radio Internet Satellite Radio On-Demand CDs Music Downloads Streaming Audio Podcasting Portable Walkman Digital Audio Player Mobile Phone
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Trends in the Penetration and Usage of Audio Technologies
With usage of iPod/MP3 Players and audio over the Internet ranging from 6 to 21 per cent among all Canadians Trends in the Penetration and Usage of Audio Technologies Among Canadian Adults
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But they have become the norm among younger age groups
Penetration and Usage of New Audio Technologies Among Anglophone and Francophone Age Groups
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Part 3: INTERNET
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Part 3a: OVERALL TRENDS
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Broadband Internet has entered the mainstream
Home Internet Connection % ANGLOPHONES 18+ FRANCOPHONES 18+ Total 75% Total 60% * 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 2005
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But weekly time spent with the Internet still lags TV and radio
Weekly Per Capita Usage of Internet, Television and Radio Hours/Week Adults 18+ ANGLOPHONES FRANCOPHONES Source: MTM 2005 (Internet), NMR and BBM (TV), BBM S (Radio)
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CBC.ca & Radio-Canada.ca’s PERFORMANCE
Part 3b:
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Average Monthly Unique Visitors
Traffic to CBC.ca and Radio-Canada.ca has more than doubled over the past five years Average Monthly Unique Visitors at Home (000) Total Canada 2+ At Home Francophones 2+ At Home 266% 108% Domain Level Report Source: Media Metrix Canada – Total Canada
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CBC.ca among the leaders in News and Information
SOURCE: comScore Media Metrix (English Canada)
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Radio-Canada.ca: Second most popular News and Information website among Francophones
SOURCE: comScore Media Metrix (French Canada)
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WHAT THE PUBLIC SAYS Part 4:
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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.” Distinctive “CBC/Radio-Canada Television/Radio has programs that aren’t on any other station or network.” Trust in News “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.”
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In Fall of 2006, CBC/Radio-Canada received the support of 9 in 10 Canadians on all indicators
Corporate Performance Indicators for ALL CBC/RADIO-CANADA TV/RADIO SERVICES Among all Canadians 18+ % In terms of: Source: QRS 2006
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Past Month Usage of CBC/RADIO-CANADA SERVICES
And 9 in 10 Canadians are now tuning to one of our services on a monthly basis Past Month Usage of CBC/RADIO-CANADA SERVICES Among all Canadians 18+ % Source: QRS 2006
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Corporate Image Ratings
According to a 2006 survey, CBC/Radio-Canada is a vital part of Canadian culture Corporate Image Ratings CBC/Radio-Canada is a vital part of Canadian culture You can trust CBC/Radio-Canada CBC/Radio-Canada is an organization that delivers the highest quality services for the resources it has available 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 2006
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With its mandate continuing to be important to Canadians
Mandate Importance Ratings Providing in-depth News and Information from a Canadian perspective Providing News and Information that people can trust Providing Television and Radio services which are available to people living in all parts of Canada Promoting our culture and identity Serving the needs and interests of each region of the country Entertaining people Providing programs of interest to many different groups of people Reflecting the multicultural nature of Canada Helping people from all parts of Canada understand each other better Offering high quality, distinctive Canadian programming Source: Public Support Survey, TNS, April 2006
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And Canadians believe CBC/Radio-Canada is delivering on its mandate
Corporate Performance Ratings Providing in-depth News and Information from a Canadian perspective Providing News and Information that people can trust Providing Television and Radio services which are available to people living in all parts of Canada Promoting our culture and identity Reflecting the multicultural nature of Canada Providing programs of interest to many different groups of people Entertaining people 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 Source: Public Support Survey, TNS, April 2006
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Perceived Value For Money Of CBC/Radio-Canada Funding
A large majority of Canadians continue to believe that CBC/Radio-Canada represents good value for the funding it receives Perceived Value For Money Of CBC/Radio-Canada Funding Source: Public Support Survey, TNS April 2006
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Per Capita Public Funding for Public Broadcasters
CBC/Radio-Canada: Poorly funded compared to other public broadcasters around the world Per Capita Public Funding for Public Broadcasters 2004 Average = 80 C$ per inhabitant Source: Nordicity Group Ltd. Public funding data obtained from various sources; Exchange rates from Bank of Canada. Population data from CIA World Factbook. * Figures for Spain include an estimate for the public broadcasters of the autonomous regions. ** Data for fiscal year 2003
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