Monday, September 1, 2008

CBC executives nestled all snug in their beds, while visions of sugar plums danced in their heads

On the eve of the launch of CBC Radio Two's new programming, one wonders what must be going through the minds of the CBC Radio Two executives that are responsible for these changes. Are they going to sleep tonight, secure in the knowledge that the programming changes that they are inflicting upon their once-loyal audience are best for the CBC, for their listening audience and for the Canadian taxpayer? Do they believe that the storm of protest that has resulted from the announcement of the new programming is just a small speed bump on the road to greater relevance of the CBC and a greater share of the listening audience? Do they dream of even greater glories for CBC Radio Two, with even more alarming changes in store for their unsuspecting audience, to be announced perhaps in six months time? Or are they beginning to question whether the choices they have made are correct, and are they beginning to worry that they will have to justify the radical changes they have made to the CBC programming, and the subsequent decline in market share that may ensue?

Well, I have no inside knowledge of what is going through the minds of the executives of CBC Radio Two - your guess is as good as mine. Interestingly enough, however, the CBC is advertising for a Research Analyst who will "analyze and report general audience data for internal and external clients using BBM and comScore audience ratings databases" and "analyze and interpret the data, and verify its statistical validity and communicate research findings by means of written reports in both French and English". This is a temporary position, until May 2009.

Now, it could be that this is just business as usual for the CBC. Alternatively, it could be that the CBC is feeling some pressure from the Minister of Heritage to justify its recent decisions and is intent on compiling data to prove that it has indeed increased its market share, as a result of the new programming.

No matter whether this is simply business as usual or a new initiative of the CBC, don't you think that, as shareholders in the Canadian Broadcasting Corporation, we should be able to see for ourselves the results of this analysis? CBC, will you not put these reports on your web site for all to see, and to prove to us that your new programming is resulting in increased market share for the CBC?

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