Facebook 0 Tweet 0 Pin 0 TORONTO – CBC and Radio-Canada Media Solutions today announced the launch of a branded content division. Sign our letter now. 254 personnes étaient ici. But Dvorkin, who after leaving CBC spent almost a decade as vice-president of news and information at National Public Radio (NPR) in the U.S., argues the issue runs much deeper than the controversial foray into a new kind of advertising. Please join us and hundreds of current and past CBC employees by telling CBC CEO Catherine Tait to stop this destructive initiative. Instead, he argues the CBC has spent too much time trying to keep up with commercial broadcasters such as CTV and Global, pulling out of local news while trying to make a go of entertainment and comedy, instead of finding a unique place in the ecosystem. But in an industry where a firewall that keeps reporting on one side and advertising and business interests on the other has long been seen as a key part of independent, ethical journalism, critics argue this blurs the line. It’s no secret that the media industry as a whole is struggling, as print advertising revenue plummets and digital behemoths such as Facebook consume an ever-growing share of the digital pie. The people who ultimately lose out are Canadians, he said. By @MsAmyMacPherson. It operates in the fields of journalism, stories (television series, movies, Canadian content, etc.) “That said, as long as we operate a diversified business model and aim to maintain current levels of service to Canadians, we must be able to provide advertisers with the suite of options that all of our reputable colleagues provide.”. Le service promotionnel Tandem, de CBC/Radio-Canada, suscite des inquiétudes parmi les journalistes. A CBC representative also said the department, which was announced in September, is “completely separate” from the journalism team. Republication or distribution of this content is “For the CBC to try to be something it is not, that is to say, a version of a commercial broadcaster, means that it weakens the connective tissue that binds our culture and our citizenship together.”, Copyright owned or licensed by Toronto Star Newspapers Limited. Star Newspapers Limited and/or its licensors. CBC/Radio-Canada has announced it’s moving forward with its Tandem branded content and podcast initiative above the concerns of dozens of current and former CBC journalists, and the Canadian Media Guild (CMG), among others.. CBC Tandem, the public broadcaster’s yet-to-be launched branded content division, has raised the eyebrows and ire of many journalists and members of the public alike, but those in the know are doubtful as to whether that is going to lessen the appeal among media buyers. 866-833-1282, Friends of Canadian Broadcasting operations are Carbonzero Certified, © Copyright 1996-2019 FRIENDS of Canadian Broadcasting. To: Catherine Tait, CEO of CBC/Radio-Canada; I am writing in support of hundreds of current and former CBC journalists and executives who are calling on you to put an end to Tandem, the branded content initiative. FRIENDS of Canadian Broadcasting is a citizens’ movement that defends Canadian culture and democracy. Tandem will hinder Canadians' trust in the CBC. Watchdog group Friends of Canadian Broadcasting, which is calling for Tandem to be cancelled, said it will continue to press the CBC’s board of directors on the matter. to colleagues, clients or customers, or inquire about 2,771 likes. “We think that the (solution to a) desperate shortage of funds is not to pursue money by other means, but to figure out, ‘What is the purpose of the CBC in these complicated, digitally demanding times?’ And that’s the question that the upper management won’t ask itself,” he said. The CBC should be a citizens' oasis from such predatory commercialization. CBC & Radio-Canada Media Solutions has launched a new offering dedicated to creating branded content, including promotional podcasts, under the name CBC/Radio-Canada Tandem.. And it has no place at our public broadcaster. One passage in particular jumped out at us. But Tandem is a bridge too far. and public broadcasting. In that context, Dvorkin argues it’s not fair for a public broadcaster to be taking potential revenue away from commercial entities. Dvorkin said, during his time at NPR, management decided they were doing too much and actually pared down their offerings in order to really focus on the things they did well, and saw ratings grow as a result. In Jeffrey Dvorkin’s view, his former employer has lost its way and is now trying to slap a Band-Aid on a wound that goes much deeper. Catherine Tait, the President and CEO of the Canadian Broadcasting Corporation, lives with her husband in a $5.4M (CAD) brownstone that she owns in the Boerum Hill neighbourhood of Brooklyn, New York, and has been travelling back and forth between the United States and her residence in Ottawa throughout the pandemic, Canadaland has learned. CBC’s Tandem shows broadcaster has lost its way, former top editor says. Help us convince her of the error of her ways by sending her a letter asking her to reverse course on Tandem. Big Tech platforms like Facebook sell us out to advertisers all day every day. The CBC defended Tandem by noting the public broadcaster has been offering branded content "for many years, as have other media outlets around the world." “We feel there are more insights to be gained on this initiative,” he wrote. ... as print advertising revenue plummets and digital behemoths such as Facebook … “I think that this is offensive to the values of CBC News, the integrity of CBC News, and it’s an insult to the audience.”, Dvorkin is far from the first to speak out. 95 en parlent. We know times are tough and finances at the CBC and throughout the media sector are in rough shape. So-called “branded content” is extremely insidious for so many reasons, most of all because it casts suspicion over the trust-worthiness of everything else the CBC produces. In response to criticism from current and former employees, senior brass have now floated new guidelines that would, among other things, forbid CBC journalists from being involved in paid content or for it to appear on local homepages, as well as require such content to be clearly labelled. Called Tandem, the CBC says it can now enhance its offer to advertisers and media agencies in Canada with the dedicated service for the creation of unique and distinctive branded content. CBC maintains the difference between the two will be clear to readers, but Dvorkin disagrees. “CBC is just watering everything down and looking for ways to prop up a failed vision of what a public broadcaster ought to be,” Dvorkin, former managing editor and chief journalist of CBC Radio, said Friday. The group also asked the CBC’s board of directors to end to the branded content program. We want to keep the CBC as a public good, and that means scrapping Tandem,” said executive director Daniel Bernhard. Unveiled this fall, what’s known as Tandem would see CBC produce content for corporate clients in a plan that management has argued is completely separate from the broadcaster’s journalistic work. In late October the Globe and Mail reported that former CBC stars such as Peter Mansbridge, Linden MacIntyre and Adrienne Clarkson had expressed “grave concerns.”. FRIENDS is not affiliated with any broadcaster or political party. While Dvorkin said it’s not yet clear what exactly these advertisements would look like, the “general principle” of this kind of advertising, which exists at other, private news companies, is to make ads that adopt the style of a news story. A group of 70 former Canadian Broadcasting Corporation employees are calling on the Canadian Radio-television and Telecommunications Commission (CRTC) to investigate the taxpayer-funded broadcaster. Last month, more than 70 former CBC employees sent a letter to Canada's broadcast regulator asking it to investigate Tandem, saying the unit "blurs the lines between advertising and news." Toronto, ON M5S 1R8 But we simply can't save the CBC by killing its soul. expressly prohibited without the prior written consent of Toronto The CBC has become “unrecognizable,” he adds. Put a decisive end to Tandem. But, a former top CBC editor says the steps aren’t nearly enough, and has become the latest to add his voice to the critical chorus. The pubcaster officially launched the Tandem branded content unit today, unveiling its refreshed mission to create relevant branded content across platforms for advertisers, while still adhering to CBC… December 11, 2020 . Tandem puts that oasis at risk. A few months ago, the CBC announced the launch of Tandem, its new "branded content" initiative. Posts about CBC Tandem written by Amy MacPherson. To order We cannot save the CBC by destroying its core asset: Canadians’ trust in its public purpose. In response to questions, a CBC spokesperson pointed the Star to a statement posted to its website this week that acknowledges the people who shared concerns and lists the nine new rules created in response. FRIENDS obtained a leaked recording of remarks CBC CEO Catherine Tait made to an online town hall of employees irate at CBC's so-called "branded content" initiative. If CBC CEO Catherine Tait doesn't understand that, then she's in the wrong line of work. Tandem puts that oasis at risk. 20,736 were here. Now more than ever, we need a trustworthy, dependable CBC to bring us news and entertainment that serve our interest – that is, the public interest. CBC should be a public good, not a private enterprise. Big Tech platforms like Facebook sell us out to advertisers all day every day. UGO is a digital wallet app that lets you easily store your cards, receipts, and more! Now a senior fellow at Massey College in Toronto, Dvorkin is just one of the high-profile former employees who has spoken out against the new initiative. Photo : Radio-Canada / Ivanoh Demers Partagez via Facebook (Fenêtre modale) Monsieur Goldbloom, Je vous écris aujourd’hui pour joindre ma voix à celles de centaines de journalistes et de cadres qui sont à l’emploi de Radio-Canada ou qui l’ont déjà été, et qui demandent l’annulation complète de Tandem, le nouveau service de contenu de marque de CBC/Radio-Canada. CBC is meant to be a citizens’ oasis in the desert of hyper-commercialized media. More and more Canadians are getting their information from pathologically unethical companies like Facebook, who target information to our personal interests to maximize the chance we will click on ads. (CBC president and CEO) Catherine Tait clearly doesn’t understand this distinction. rights reserved. In a letter, the employees urged the CRTC to look into the CBC’s new branded content arm, Tandem. cbc.ca We Will Stand Up: The Death of Cree Colten Boushie in Saskatchewan The death of a young Cree man, Colten Boushie captures international attention and raises disturbing questions about racism in Canada's legal system. permissions/licensing, please go to: www.TorontoStarReprints.com. Tandem puts this precious public sanctuary at risk. “The CBC is a public good, not a private enterprise. The Friends of Canadian Broadcasting // Les Amis de la radiodiffusion says Tandem will affect Canadians' trust in the public broadcaster. The public broadcaster says the move follows a major market trend, with BBC, the New York Times, and other Canadian media companies having already launched similar in-house content creation agencies. There’s a new kid on the branded content block: CBC’s Tandem. One passage in particular jumped out at us. UGO Wallet. We have to stop it. But the CBC has now issued a statement on Tandem … We understand that the CBC’s funding is insufficient, and that you seek to find ways to bolster CBC's revenue. These people have dedicated their careers to public service. Facebook Canada head warns news posts could be blocked as last resort. Toronto Star articles, please go to: www.TorontoStarReprints.com, The Toronto Star and thestar.com, each property of Toronto Star Less than one month after it formalized the launch of Tandem, its new branded content unit, the CBC has taken a slight step back.. Chuck Thompson, head of public affairs for CBC, confirmed to MiC that it is pausing Tandem’s services in order to “dig a bit deeper” and review the project. The result has been an unusual level of pushback. Please heed their call. Branded content is a Bay Street buzzword for secret advertising on CBC's podcasts, website and more. To former staff? Last month, more than 70 former CBC employees sent a letter to the CRTC, Canada’s broadcast regulator, asking it to investigate Tandem, saying the unit “blurs the lines between advertising and news.”. When Tandem was first announced in September, pushback from staff and public broadcasting advocates was so strong that CBC/Radio-Canada executives decided to suspend the program for review. Tandem is a creperie and coffeehouse with a passion for sharing delicious food, beverage and community. presentation-ready copies of Toronto Star content for distribution Newspapers Limited, One Yonge Street, 4th floor, Toronto, ON, M5E 1E6. He said there’s a lot of “ill feeling” inside the corporation right now, fed by a prevailing sense that staff were not asked about the new changes, and have had little opportunity to give input or ask questions. MCAP operates in 2 lines of business: residential mortgages, and commercial mortgages and development finance. Our impressive 10,000 sq ft location has truly become The Chef's Paradise. We know times are tough and finances at the CBC and throughout the media sector are in rough shape. “We recognize that as the nation’s public broadcaster we need to hold ourselves to a higher standard, with more stringent guidelines than our peers to ensure a clear separation between our journalism and commercial content,” Barb Williams, executive vice-president of CBC, is quoted as saying in the statement. Canada’s public broadcaster has moved to address concerns about a controversial new advertising initiative that has outraged some employees past and present. 200/238-131 Bloor Street West A CBC spokesperson declined to … Nor is shrinking revenue an excuse, as he argues that the CBC’s core problem is one of identity. To order copies of The CBC should be a citizens' oasis from such predatory commercialization. This copy is for your personal non-commercial use only. She will not save the CBC by selling its credibility,” Daniel Bernhard, executive director for Friends of Canadian Broadcasting, said Friday in a statement. But we simply can't save the CBC by killing its soul. Profit is their only goal. The CBC says it has been offering branded content “for many years, as have other media outlets around the world.”. Please put Canadians at ease. Plus de 70 anciens employés de Radio-Canada souhaitent que le CRTC enquête sur la nouvelle division de contenu de marque du diffuseur public, Tandem. It's up to you to stand up for your audience and for all Canadians, to ensure we have access to news and information we can trust. Le diffuseur public demande au CRTC de pouvoir hausser de 30 % les tarifs de RDI et CBC NN.