CBC President Hubert Lacroix’s recent online Q & A session (here, or here) yielded some interesting insights into CBC’s strategy.
Lacroix said that priority will go to “things that enable us to become a content company, to become the most important creator and distributor of Canadian content across all platforms.”
Those comments align with several comments that both Lacroix and Richard Strursberg have made over the last couple years about producers becoming content creators on multiple platforms instead of being radio or television or online producers. That dedication to content producing was reinforced when cbc.ca was spared any layoffs in last week’s cost cutting.
Now on the face of it, this seems like a smart move. However the view from the trenches is a little different.
Outside of news on cbc.ca most of the online content creation - ie the guys that put content onto multiple platforms - is done by online producers. For the most part these producers are attached to shows. Cutting the production budget of shows, will put pressure on their online budgets, which means less, not more, content on multiple platforms. This will actually move the corporation further from creating and distributing content on multiple platforms effectively.
Take the show Being Erica for instance. This is a show with a innovative online presence. The main character of the show ‘Erica’ is online, in character, and uses the internet to interact with the audience and advance the storyline. As I said before this is an innovative strategy. But cutting back on episodes of the show will put pressure on that strategy and I worry impede the progress CBC has made as multiple-platform broadcaster.
For the CBC, how this tension between strategic direction and actual implementation plays out will have significant impact due to the recent amalgamation of the Canadian Television Fund and the new media fund. In the future all shows seeking Canadian Media Fund money will require significant online components.
Newslab also an article on the subject here.