CBC unveils branded entertainment initiative

Brands and indie producers are urged to pitch ideas for new shows to the Canadian pubcaster's program, which was announced at the BCON Expo held in Toronto this past Thursday.
March 28, 2013

The Canadian Broadcasting Corporation is launching a branded entertainment development initiative that aims to create new daytime programming for the pubcaster.

Brands and indie producers are urged to pitch ideas for new shows to the new program, which was announced at the BCON Expo held in Toronto and presented by realscreen sister publications strategy and Playback last Thursday.

The CBC’s head of factual entertainment Jennifer Dettman said the pubcaster will work in partnership with brands to create the new TV shows. She put the call out to the indie production community to pitch ideas, specifically for shows for its daytime schedule.

The CBC was looking for ideas “that will somehow be an add-on to what we already have,” Dettman explained.

“We’re very much family-friendly, with a slight skew to female in the daytime,” she said of the scheduling. “We are back to basics, I would say; not so much niche, if that makes sense. Our cooking shows and our Steven and Chris show have loads of personality,” she said.

“What’s also really important to us is multi-platform. It’s really important to us as a public broadcaster that our shows create community or a sense of engagement, shows that create and spark a conversation,” she said.

Gaye McDonald, director of client marketing, CBC Revenue Group, cited current examples of branded reality shows like Recipe to Riches and Fashion Star as ones the pubcaster likes, and said to keep its current lifestyle lineup and family focus in mind when pitching shows.

The branded content initiative will be managed and developed by the CBC’s Studio & Unscripted team and the CBC Revenue Group Client Marketing department.

Additional details about the new fund will be available on Apr. 5 through the CBC’s Independent Producer’s website.

(From Playback Daily, with files from Barry Walsh)

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.