Reports of our death are greatly exaggerated: CBC TV is stronger than ever

In Canada, nothing is certain but death and taxes—and comments on what is right or wrong about the CBC. That’s fair, as the public broadcaster is owned by all Canadians. But over the past few weeks, pundits have taken to their keyboards to tell Canadians that because CBC TV’s prime-time audience share is five per cent, it’s dead. On that they’re dead wrong. Some facts. First, Canada’s English-language market is the most competitive in the world. All of us struggle to compete with U.S. networks and streaming companies to capture Canadians’ attention. In 2015, more than 80 per cent of Canadian households subscribed to cable or satellite; in 2021, only 68 per cent did. In the past two years alone, the total audience for linear TV shrank by nine per cent. According to Numeris, which measures Canadian media consumption, all Canadian TV networks, including CBC, today have a total prime-time audience share of only 36 per cent. CBC has five per cent, and CTV and Global have 10 per cent and nine per cent, respectively. And of those three networks, only CBC TV ensures at least 80 per cent of its prime time shows are created and produced by Canadians. CBC TV has recently been showcasing some of the best Canadian programs in decades, and it’s attracting notice around the world. In fact, CBC TV shows may be our most powerful export. Schitt’s Creek made television history when it swept all the comedy awards at the 2020 Emmys. Sort Of has been named one of 2021’s best TV shows by Vanity Fair. Son of a Critch drew our highest rating for a comedy premiere since Kim’s Convenience, another series which is captivating audiences around the world. Yes, fewer Canadians are watching traditional ‘linear’ television. But they are watching TV shows on demand like never before. That’s why CBC Gem, our streaming platform, is increasingly important. Sometimes even foreign streamers help. The reach of Netflix made Schitt’s Creek a global sensation. Why does CBC TV matter? Because CBC supports and showcases uniquely Canadian stories, authentic and distinctly Canadian voices and perspectives. This is our secret sauce and it’s behind the recent success we’ve seen with Sort Of and Son of a Critch. Who else would bring to the world the stories of a nonbinary nanny in Toronto or a childhood spent in St. John’s? Anyone who works in the Canadian television industry knows the challenge. It’s daunting. Canada’s English-language market is the only one to prefer foreign television shows. Of the top 20 most-watched entertainment shows in Canada, 19 are American. But look at the top 20 Canadian entertainment shows. Nine of them are from CBC TV—by far the most of any network. That’s our job. To ensure those stories, the ones about us, are made by our creators for Canadian audiences to enjoy. And that would include stories like Heartland, the longest-running drama in Canadian television history. Canadians love it. We also know that Canadians turn to CBC TV when it matters—during elections, crises like the pandemic, and for moments of national celebration including the Olympics, the Junos, and the Stronger Together Tous Ensemble COVID-19 special in 2020. Live TV will always have the power to bring together all Canadians for big events. Indeed, our coverage of the Olympic Games Tokyo 2020 had record viewership on digital platforms, with almost 44 million video views, with 28 million Canadians watching on CBC TV and our broadcast partners’ channels. Finally, CBC TV is leading the way in truly reflecting contemporary Canada, including Indigenous people and diverse, equity-deserving communities, so that all Canadians see their experiences reflected in the stories about this country. Two upcoming programs, The Porter and Bones of Crows, are brought to life by creators from these communities. And that is building a stronger cultural and creative industry in Canada. So before declaring CBC TV dead, let’s look at the facts. Market share matters to advertisers, but it is not the only measure of success. As TV has changed, so has CBC TV. And Canadian stories are being enjoyed around the world as a result. CBC TV isn’t dead, it’s in the middle of an exciting rebirth. Catherine Tait is president and CEO of CBC/Radio-Canada. The Hill Times