1. 1 CBC News Digital Renewal Strategy Proprietary and Confidential 1 Digital Renewal Strategy Spring 2010 CONFIDENTIAL: NOT FOR ONPASSING

2. CBC News Digital Renewal Strategy Proprietary and Confidential 2

3. CBC News Digital Renewal Strategy Proprietary and Confidential 3

4. 4 CBC News Digital Renewal Strategy Proprietary and Confidential 4 Where We’re Going  CBC News’ refreshed digital platforms will give Canadians the up-to-the-minute news they need to make informed decisions about issues that affect them.  Distinctive, accessible formats will give depth and context to the headlines.  We’ll be a meeting place for Canadians who want to discuss the stories that matter – and a jumping-off point for those who want to find out more.  In doing so, we’ll retain our current users and reach out to new audiences. CBCNews.ca will be Well Informed. Now.

5. 5 CBC News Digital Renewal Strategy Proprietary and Confidential 5 Values Four key qualities apply throughout:  Excellence In our journalism, our speed, our design and our technology.  Trust Give users the information they rely on through news that we write or aggregate.  Multimedia Showcase the best News video/audio; optimize CBCNews.ca for media as well as text.  Innovation Enhanced storytelling using new formats and design, and explore fresh ways of reaching Canadians.

6. 6 Key Areas of Focus Engagement Mobile & Emerging Platforms Breaking News & Immediacy Local Depth & Context Staffing

7. CBC News Digital Renewal Strategy Proprietary and Confidential 7 Breaking News & Immediacy

8. 8 CBC News Digital Renewal Strategy Proprietary and Confidential 8 Deliver “Now”  Grow frequency of visits, appeal to news grazers through better breaking news service online and other platforms.  Live 24/7, CBCNews.ca offers up-to-the-minute breaking news and frequent, reliable updates.  Consistently “live” at news events via live streaming video.  Boost transparency by showing evolution of a breaking news story through new formats.  Push local and national headlines to other digital platforms and CBC News Network.

9. CBC News Digital Renewal Strategy Proprietary and Confidential 9 Local

10. 10 CBC News Digital Renewal Strategy Proprietary and Confidential 10 Deliver Local  Enhanced local experience attracts audiences to rest of CBCNews.ca by acting as a gateway.  Main landing and story pages push to local.  Investigate 3rd-party feeds to supplement content.  Offer more news relevant to ethnic groups with strong interest in local to widen CBC News appeal.  Be a community hub, enabling people to contribute content; suggest stories; debate and interact.  Mobile geo-location for local news on the go.

11. CBC News Digital Renewal Strategy Proprietary and Confidential 11 Depth & Context

12. 12 CBC News Digital Renewal Strategy Proprietary and Confidential 12 Deliver “Well Informed”  Improve site relevance for users by tackling key questions on top stories and “big picture” issues.  Redirect resources to deliver engaging and accessible “added value” content using multiple media and formats.  Support need for background on major breaking news through swift creation of flexible, sharable topic pages.  Be a trusted pathfinder by aggregating and linking to recommended third-party content relevant to top stories.

13. CBC News Digital Renewal Strategy Proprietary and Confidential 13 Engagement

14. 14 CBC News Digital Renewal Strategy Proprietary and Confidential 14 Deliver Engaged Users  Build trust and grow loyal audiences by reflecting a modern Canada and treating users as equals.  Re-examine value of comments on all news stories; devise methods to facilitate productive debate.  Streamline workflows and tools so users can upload easily and see UGC quickly reflected on CBC News.  Champion transparency by giving users insight into stories and decisions. Seek and reply to feedback.  Implement “awareness systems” on CBCNews.ca to acknowledge real-time social media debate about stories.

15. CBC News Digital Renewal Strategy Proprietary and Confidential 15 Mobile & Emerging Platforms

16. 16 CBC News Digital Renewal Strategy Proprietary and Confidential 16 Deliver News Beyond the Web CBC News reaches users on the move, and wherever they work or play. We extend from the web, to mobiles, and, looking ahead, to multiple emerging platforms.  Mobiles and smartphones: Offer mobile site optimized for all browser-capable mobile devices, including next-gen smartphones. Capitalize on iPhone growth by developing News iPhone app; focus on national news offer, expand to local markets. Priority content: Breaking news; rich media; location- specific information and UGC uploads.  Emerging platforms: In the future, deliver CBC News content to consumers on convenient new interfaces (eg: iPad.) Establish CBC-wide digital “lab” to foresee future directions and platforms and develop innovative approaches to benefit all of CBC.

17. CBC News Digital Renewal Strategy Proprietary and Confidential 17 News Roles & Relationships

18. 18 CBC News Digital Renewal Strategy Proprietary and Confidential 18 The Hub  Along with CBC News Network, CBCNews.ca is the Hub’s top priority to provide immediate content.  CBCNews.ca is present at the start of, and throughout, the news coverage process, and is an equal player.  Redesign workflows to facilitate assignment process between CBCNews.ca and the Hub.

19. 19 CBC News Digital Renewal Strategy Proprietary and Confidential 19 CBC News Network  Fully align CBCNews.ca with CBC News Network in our provision of breaking news.  Both platforms share and adhere to strengthened breaking news protocols, developed in conjunction with the Hub.  Individual teams with expertise continue to own the online and on-air experiences.

20. 20 CBC News Digital Renewal Strategy Proprietary and Confidential 20 The Centres  Tri-media integration of local newsrooms is key.  Local managers and journalists responsible for shaping coverage tailored for distinct audiences while aligning with overall CBC News brand.  CBCNews.ca in Toronto uses local stories with national relevance; provides assistance and resources on big breaking news stories.  Two-way relationship between Centres and Toronto.

21. 21 CBC News Digital Renewal Strategy Proprietary and Confidential 21 What Next?  Tim Richards manages project day-to-day.  Interdepartmental groups build out strategy:  Breaking News  Well Informed  Local Emphasis  Community Building  Improving Workflow  Beyond the Web  Program Relationships  Staffing structures determined.  Technical roadmap with Digital Programming.

22. 22 CBC News Digital Renewal Strategy Proprietary and Confidential 22 Timeline  Week of April 26 th : Groups begin work  Week of June 14 th : Groups report  End July: Implement “quick wins”  September: Soft launch  Wednesday drop-in meeting: 3pm.