How to fix the CBC
It looks as if Canada’s public broadcaster, the CBC, is facing just as bleak a future as the auto industry.
It recently announced 800 layoffs following the disclosure by President Hubert Lacroix that the CBC faces a $171 million ad shortfall in its current budget.
Still, the CBC gets $1.1 billion a year in public money. Why then does it persist in chasing advertising dollars by airing such mindless U.S. shows as Jeopardy?
The CBC has always been caught between a rock and a hard place. It’s tried to serve two masters — to produce meaningful programs that contribute to our understanding of our country and our world, and to grab off a mass audience that will draw in more ad dollars.
The current economic crisis offers the CBC a great opportunity to reassert its purpose while casting off the suffocating blanket of commercialism.
Globe and Mail, March 30, 2009
The CBC’s mission is still fixed in law: to “inform, enlighten and entertain.” It can best do this, I argue, by providing programming that focuses on public affairs, culture, and education.
Take those initials — they add up to PACE — and you’ve got a strategy that offers a perfect solution to the network’s current dilemma.
The problem of the CBC is not difficult to define. It tries to be all things to all people. It dumbs down its programmng with mindless creations such as The Hour and The Point, in the hope of attracting a bigger audience. The idea is to draw in more ad dollars that will support the kind of mature, imaginative programming offered by The Fifth Estate and The National.
This kind of “cat chasing its tail” strategy just doesn’t work. Here’s what the CBC needs to do:
- Throw out all advertising from the TV network, as it’s already done from Radio.
- Drop all American entertainment shows.
- Combine CBC and CBC Newsworld into a single channel.
- Focus on creating (or buying) high quality, excellent programming that informs, educates and elucidates the world around us — public affairs, culture, education (PACE).
- Forget about ratings – concentrate on quality.
- Come up with a new budget that will allow the CBC to live within its means and meet its public service goals.
None of this is highly original. Two other networks — PBS in the States and TV Ontario in this country – provide models for what the CBC should be.
The history of the CBC is too important to Canada to be thrown on the ash heap of commercialism. Pick any aspect of Canadian life — original drama, literature, arts and culture, political analysis — and the CBC has done a superlative job in fulfilling its mandate.
Now, by continuing to mix its purpose, the CBC risks becoming just another anaemic commercial network.
With the commercial networks facing peril in the face of a declining ad economy, there is a great opportunity for the CBC to transform itself. Our public broadcaster should not have to go whoring after the disappearing ad dollar.
A billion dollars in public money — plus millions more that could be raised via viewer support, just as PBS does — are sufficient to ensure a solid financial basis for the CBC.
All of this is bound to happen. The problem is, with enlightened leadership it could happen right now. Otherwise, wait ten or 20 years. What a shame to keep dumping all that garbage on Canadians!



From the South American dictatorships of Brazil, Argentina and Chile to the “cold bath” of capitalism in places like Poland, China, and Iraq, Friedman’s thinking provided the economic underpinning to impose the unbridled free market capitalism that has turned into such a disaster.