Overview of CBC/Radio-Canada

1

• Overview of CBC/Radio-Canadas Audience
  Performance

Prepared By CBC/Radio-Canada Research Strategic
Analysis March 2007
2
Table of Content
3 4 7 19 28 33 34 39 43 47 52 53 56 60

• Part 1 TELEVISION
• Part 1a OVERALL TRENDS
• Part 1b THE ENGLISH-LANGUAGE TV MARKET CBC
  TELEVISIONS PERFORMANCE WITHIN IT
• Part 1c THE FRANCOPHONE TV MARKET TÉLÉVISION
  DE RADIO-CANADAS PERFORMANCE WITHIN IT
• Part 1d EMERGING TECHNOLOGIES IN THE VIDEO
  WORLD
• Part 2 RADIO
• Part 2a OVERALL TRENDS
• Part 2b CBC RADIOS AUDIENCE PERFORMANCE
• Part 2c RADIO DE RADIO-CANADAS AUDIENCE
  PERFORMANCE
• Part 2d EMERGING TECHNOLOGIES IN THE AUDIO
  WORLD
• Part 3 INTERNET
• Part 3a OVERALL TRENDS
• Part 3b CBC.ca Radio-Canada.cas PERFORMANCE
• Part 4 WHAT THE PUBLIC SAYS

3

• Part 1 TELEVISION

4
Part 1a
OVERALL TRENDS
5
Weekly TV usage has increased in recent years
Weekly Per Capita Hours Of Viewing To
Television All Persons 2, 1985-1986 to 2005-2006
SOURCE BBM, Nielsen Media Research, Statistics
Canada
6
Trends in TV usage by age groups have remained
consistent over time
SOURCE Nielsen Media Research
7
THE ENGLISH-LANGUAGE TV MARKET AND CBC
TELEVISIONS PERFORMANCE WITHIN IT
Part 1b
8
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
9
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
10
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
11
But these choices dont 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
12
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
13
Top US programming is more popular than ever
before
Top 10 Series on English TV2005-2006 TV Season
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
NETWORK CTV Global CTV CTV Global CTV CTV CTV CTV
CTV
RANK 1 2 3 4 5 6 7 8 9 10
AMA (000) 3,093 3,084 2,849 2,680 2,540 2,453 2,41
5 2,172 2,147 2,071 2,550
Note Prime time shows only, August 29, 2005 to
April 2, 2006. Excludes CTVs Canadian Idol
which ended in mid September.
SOURCE Nielsen Media Research
14
CBC Television remains the home of Canadian
content
English Conventional TV Canadian
Programming Prime Time
September 2005 to August 2006 Source Nielsen
Media Research
15
Top 20 Canadian Drama/Comedy Series
And the only network with the shelf space to air
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 CTV CBC CBC CTV CBC CBC CBC CBC C
BC CBC CBC CBC CBC CBC CBC CBC Global Global
PROGRAM Corner Gas (Monday, 8 p.m.) The Rick
Mercer Report (Tuesday, 8 p.m.) Degrassi The
Next Generation (Monday, 830 p.m.) Royal
Canadian Air Farce (Friday, 8 p.m.) This Hour Has
22 Minutes (Friday, 830 p.m.) Jeff Ltd,
(Wednesday, 930 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 Vincis City
Hall (Tuesday, 9 p.m.) Ha!ifax Comedy Fest
(Tuesday, 830 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 4
49 431 416 395 386 383 376 358 352 295 285
Note Prime time shows only, August 29, 2005 to
April 2, 2006. - R - Repeat
SOURCE Nielsen Media Research
16
CBC Televisions 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
17
CBC Televisions schedule balance
Programming Output by Genre UK vs CBC Television
Source Ofcom International Market Review,
2005-2006 NMR (CBC OOs)
18
CBC Newsworld Number one in Canadian News and
Information
SOURCE Nielsen Media Research
19
THE FRANCOPHONE TV MARKET AND TÉLÉVISION DE
RADIO-CANADAS PERFORMANCE WITHIN IT
Part 1c
20
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)
21
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
22
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
23
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 2001-2002 TO 2003-2004, PPM
2004-2005 TO 2005-2006)
24
Télévision de Radio-Canadas 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
25
More Canadian programming than other
conventional networks
French-languages TV Stations and Canadian
Programming Prime Time
September 2005 to August 2006
SOURCE BBM
26
Télévision de Radio-Canadas schedule balance
Programming Output by Genre France vs Télévision
de Radio-Canada
Source Ofcom International Market Review,
2005-2006 BBM (Radio-Canada)
27
RDI is still number one in News, but LCN is
narrowing the gap
Source BBM
28
EMERGING TECHNOLOGIES IN THE VIDEO WORLD
Part 1d
29
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.

30
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

31
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
32
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
33
Part 2 RADIO
34
Part 2a
OVERALL TRENDS
35
Listening to conventional radio has decreased
over the past decade
Weekly Per Capita Hours Of Listening To Radio All
Persons 12, 1986 to 2006
(Fall Sweeps)
SOURCE BBM
36
This is true among all age groups, but especially
teens
(Fall Sweeps)
SOURCE BBM
37
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 12Fall/S4 Surveys
FM
FM
AM
AM
SOURCE BBM
38
Out-of-home listening is still growing
Location Share () Monday to Sunday, 5 a.m. to 1
a.m., Persons 12Fall/S4 Surveys
Home
Home
Work
Work
Car
Car
Other
Other
SOURCE BBM
39
CBC RADIOS AUDIENCE PERFORMANCE
Part 2b
40
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 S4 2005.
SOURCE BBM
41
Record-level audience shares mean strong basis
for CBC Radios Renewal initiative
13.0
13.0
12.7
12.6
12.4
12.8
12.4
12.3
12.2
12.3
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 S4 2005.
SOURCE BBM
42
CBC Radio One Ranks in top 3 in most markets
The Share of 12 Listening Captured byIndividual
Stations BBM S4
2006
Morning show runs from 6 a.m.-9 a.m. in
Newfoundland Labrador
43
RADIO DE RADIO-CANADAS AUDIENCE PERFORMANCE
Part 2c
44
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
45
And audience shares that have nearly doubled
16.5
16.3
15.7
15.2
15.6
15.3
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
46
Weekday morning shares demonstrate the value of
local programming
The Share of 12 Listening Captured by Individual
Stations BBM S4 2006
47
EMERGING TECHNOLOGIES IN THE AUDIO WORLD
Part 2d
48
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.

49
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

50
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
51
But they have become the norm among younger age
groups
Penetration and Usage of New Audio
Technologies Among Anglophone and Francophone Age
Groups
52
Part 3 INTERNET
53
Part 3a
OVERALL TRENDS
54
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 dont know what type of Internet
connection they have
Source MTM 2005
55
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 2005-2006 and
BBM 2005-2006 (TV), BBM S4 2006 (Radio)
56
CBC.ca Radio-Canada.cas PERFORMANCE
Part 3b
57
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 2At Home
Francophones 2At Home
Domain Level Report Source Media Metrix Canada
Total Canada
58
CBC.ca among the leaders in News and Information
(English Canada)
SOURCE comScore Media Metrix
59
Radio-Canada.ca Second most popular News and
Information website among Francophones
(French Canada)
SOURCE comScore Media Metrix
60
WHAT THE PUBLIC SAYS
Part 4
61
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 arent 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.

62
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
63
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
64
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
publicthinks 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
65
With its mandate continuing to be important to
Canadians
Mandate Importance Ratings
Providing in-depth News andInformation 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
66
And Canadians believe CBC/Radio-Canada is
delivering on its mandate
Corporate Performance Ratings
Providing in-depth News andInformation 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
67
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
68
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