The Audiences to The Cbc'S English- and French-language Radio ...

The Audiences to The Cbc'S English- and French-language Radio ...

Overview of CBC/Radio-Canadas Audience Performance Prepared By CBC/Radio-Canada Research & Strategic Analysis March 2007 Table of Content 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 & TLVISION DE RADIO-CANADAS PERFORMANCE WITHIN IT Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD 3 4 7 19 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 33 34 39 43 47 Part 3: INTERNET Part 3a: OVERALL TRENDS Part 3b: CBC.ca & Radio-Canada.cas Radio-Canada.cas PERFORMANCE 52 53 56 Part 4: 60 WHAT THE PUBLIC SAYS 28 2 Part 1: TELEVISION Part 1a: OVERALL TRENDS

Weekly TV usage has increased in recent years Weekly Per Capita Hours Of Viewing To Television All Persons 2+, 1985-1986 to 2005-2006 25.4 25.4 25 21.7 21.9 22.0 22.0 21.0 20.9 21.2 21.5 21.4 20.9 19851986 19861987 22.6 22.6 22.6 22.0 22.3 22.0 19951996 19961997 24.4 23.7 25.0 Per Capita Hours 20 15 10 5 0 19871988 19881989 19891990 19901991 19911992 19921993

SOURCE: BBM, Nielsen Media Research, Statistics Canada 19931994 19941995 19971998 19981999 19992000 20002001 20012002 20022003 20032004 20042005 20052006 5 Trends in TV usage by age groups have remained consistent over time W eekly Per Capita Hours of Viewing for Selected Demographic Groups 1995-1996 to 2005-2006 (September-August) 34.4 34.7 33.1 35.3 33.5 32.6 22.1 22.3 21.5 19.5 16.4 16 14.8 1995-1996

13.6 1996-1997 1997-1998 Children 2-11 SOURCE: Nielsen Media Research 19.9 18.9 16.5 14.5 22.7 21.9 19.7 19.8 33.1 14.7 14.8 14.6 14 1998-1999 1999-2000 Teens 12-17 32.3 22.9 19.3 34.9 33.3 26.3 26.1 22

21.5 24.3 20.8 16.4 15.4 15.2 2000-2001 35.8 14.9 2001-2002 Adults 18-34 25.3 19.9 16.7 16.4 2002-2003 16.4 15.6 2003-2004 Adults 35-54 15.7 15.2 2004-2005 26.6 19.6 16.3 15.5 2005-2006 Adults 55+ 6 Part THE ENGLISH-LANGUAGE TV MARKET AND 1b: CBC TELEVISIONS PERFORMANCE WITHIN IT Over-the-air viewing has dropped dramatically

Distribution Of Viewing to English TV by Viewing Environment Monday-Sunday, 24 Hours % 24.0 Digital Cable 23.7 DTH (Satellite) 46.8 Analogue Cable 47.7% Cable + DTH Off-Air 86.3 13.7 5.5 2000-2001 Off-Air 2005-2006 September to August Source: Nielsen Media Research 8 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 29.5 24.7 25.5 24.7 13.0

Total SOURCE: Nielsen Media Research OTA Analogue Digital Cable DTH 9 And they enjoy a multitude of programming choices A LOOK AT FRAGMENTATION Share of Viewing to English TV All Day (24 Hours) % Other FOX US PBS PayPerView NBC A BC CBS CBC Television CBC New sw orld Pay TV Bell Globemedia Other Foreign Speedvision Golf CNBC TLC WTBS Spike TV CHUM A &E CNN (incl. Headline)

Other CDN Food Net Cable Pulse 24 Sports Net MuchMoreMusic Treehouse TV Teletoon Space Global/ Canw est Digital Channels Other CDN English Educational Prime TV Outdoor History September 2005 to August 2006 HGTV SOURCE: Nielsen Media Research Score TV Family CTV New snet Comedy CMT Vision Weather Net TSN Y TV MuchMusic Bravo! Show case Discovery W Net Lif e Net 10 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 % Others 10.6%

Others 10.6% CBC 13.3% CanW est Global 28.7% CBC 13.3% CanW est Global 28.7% CTVglobemedia 33.9% CTVglobemedia 47.4% CHUM 13.5% 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 11 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* 10.0 CTV 11.7 Global 9.7 7.4 8.9 6.7

7.9 CBC* 13.0 13.5 14.9 14.5 CTV 8.7 8.5 8.1 Global 13.0 12.9 13.0 12.5 Other Canadian Conventional 9.0 Other Canadian Conventional 13.0 Specialty/Pay 40.2 43.6 42.8 43.7 44.6 Specialty/Pay

US Conventional 15.3 14.0 13.2 13.2 12.4 US Conventional 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 * Excluding Affiliates in own time 'September to August' SOURCE: Nielsen Media Research 12 Top US programming is more popular than ever before Top 10 Series on English TV 2005-2006 TV Season RANK 1 2 3 4 5 6 7 8 9 10 NETWORK CTV Global CTV

CTV Global CTV CTV CTV CTV CTV 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 AMA (000) 3,093 3,084 2,849 2,680 2,540 2,453 2,415 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 13 CBC Television remains the home of Canadian content English Conventional TV & Canadian Programming Prime Time % Broadcast Hours Foreign 17 21

71 Canadian 72 85 89 Foreign 15 11 Canadian 83 79 29 September 2005 to August 2006 Source: Nielsen Media Research Viewing Hours 28 14 And the only network with the shelf space to air Canadian Drama/Comedy series Top 20 Canadian Drama/Comedy Series RANK NETWORK 1 2 3 4 5 6 7 8 9 10 11 12 13

14 15 16 17 18 19 20 CTV CBC CTV CBC CBC CTV CBC CBC CBC CBC CBC 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, 8:30 p.m.) Royal Canadian Air Farce (Friday, 8 p.m.) This Hour Has 22 Minutes (Friday, 8:30 p.m.) Jeff Ltd, (Wednesday, 9:30 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, 8:30 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.) Note: Prime time shows only, August 29, 2005 to April 2, 2006. - R - = Repeat

SOURCE: Nielsen Media Research AMA (000) 1 401 727 710 696 670 653 624 499 462 449 431 416 395 386 383 376 358 352 295 285 15 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 % Cable + DTH Off-Air 63.6 Digital Cable 24.4 DTH 42.3 Analogue Cable 16.3 Off-Air

36.4 2000-2001 Source: Nielsen Media Research 17.0 September to August 2005-2006 16 CBC Televisions schedule balance Programming Output by Genre UK vs CBC Television 8 23 Factual Fiction 47 21 Entertainment News 17 Sports 8 Education 16 13 Arts 9 15 Other 7 3 4 UK Source: Ofcom International Market Review, 2005-2006 NMR (CBC O&Os)

1 6 1 CBC Television 17 CBC Newsworld: Number one in Canadian News and Information Share (%) of English-language TV Viewing 24 Hours 2.7 2.3 1.8 1.8 1.6 1.1 1.1 1.1 1.0 0.7 0.6 2001-2002 1.1 0.5 2002-2003 0.5 0.4 2003-2004 2004-2005 2005-2006 For the Months of September to August

SOURCE: Nielsen Media Research 18 Part 1c: THE FRANCOPHONE TV MARKET AND TLVISION DE RADIO-CANADAS PERFORMANCE WITHIN IT Francophone digital universe has grown by almost onequarter in just two years Distribution of Viewing Among Francophones by Viewing Environment Monday - Sunday, 24 Hours % 33.5 50.4 16.0 2003-2004 Source: BBM (Quebec Only) Digital (Cable and DTH) 41.1 Analogue Cable 44.9 Off-Air 14.0 September to August 2005-2006 20 Francophones in analogue homes continue to watch more TV each week Weekly Per Capita Hours of Viewing to Television by Environment FRANCOPHONES in QUBEC September 2005 to August 2006 31.8 29.2

28.9 23.6 Total SOURCE: BBM OTA Analogue Digital (Cable and DTH) 21 Tlvision de Radio-Canada maintains a healthy position in a highly fragmented market A LOOK AT FRAGMENTATION Share of Francophone TV Viewing in Quebec Other f oreign specialties TNN TLC A &E CNN/Headline Other Cdn Specialties Space Sports Net Teletoon Eng. Muchmusic CMT Discovery Y TV TSN Autres conv. anglo. Global CTV CBC A utres cbles fr.* Mystre Canal Z vasion Historia Sries + Mtomdia Musimax MusiquePlus RIS Autres PBS FOX CBS ABC

All Day (24 Hours) % Radio-Canada RDI TVA RDS Tltoon Vrak TV TV P Franco *Includes TFO and other Cable French Stations September 2005 to August 2006 SOURCE: BBM Canal V ie Canal D TV5 LCN ARTV TQ TQS 22 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 20.7 TVA 29.7 TQS 15.3 16.0 29.5 29.2 14.3 14.5

2.7 Specialty/Cable 19.9 English Stations 10.8 0.9 2001-2002 21.1 28.9 12.1 2.8 2.7 Tl-Qubec Other 17.6 24.7 27.4 10.3 9.6 0.9 2002-2003 3.2 26.2 7.9 0.6 2003-2004 PMT September to August SOURCE: BBM (PMT 2001-2002 TO 2003-2004, PPM 2004-2005 TO 2005-2006) 0.6

2004-2005 19.7 Radio- Canada 27.6 TVA 12.2 TQS 2.5 Tl-Qubec 30.2 Specialty/Cable 7.4 English Stations Other 0.4 2005-2006 PPM 23 Tlvision de Radio-Canadas reliance on over-the-air viewers has declined Distribution of Tlvision de Radio-Canada Viewing by Environment Monday - Sunday, 24 Hours % Digital (Cable and DTH) 28.0 46.4 25.6 2003-2004 Analogue Cable

45.5 Off-Air 21.1 September to August Source: BBM Quebec Francophones 33.5 2005-2006 24 More Canadian programming than other conventional networks French-languages TV Stations and Canadian Programming Prime Time % Hours of Viewing Broadcast Hours Foreign 14 14 28 35 55 Canadian 86 Foreign 86 72 65 45 September 2005 to August 2006 SOURCE: BBM 54 46

Canadian 25 Tlvision de Radio-Canadas schedule balance Programming Output by Genre France vs Tlvision de Radio-Canada 6 21 Factual 26 Fiction Entertainment 33 News 28 Sports 16 Education 14 4 0 20 3 France Source: Ofcom International Market Review, 2005-2006 BBM (Radio-Canada) Arts 18 Other 4 1 6 1 Radio-Canada

26 RDI is still number one in News, but LCN is narrowing the gap Share (%) of Francophone TV Viewing in Quebec Within Analogue/Digital Hom es 24 Hours 3.2 3.1 2.9 2.2 1.8 1.4 2003-2004 2004-2005 2005-2006 September to the end of August Source: BBM 27 Part 1d: EMERGING TECHNOLOGIES IN THE VIDEO WORLD 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. 29 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 Video Streaming Portable DVD Player Digital Video Player Mobile Phone Laptop Computer 30 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 Penetration and Use of Devices and Services, 2005 Canadian Total Anglos 18+ Video TV Viewer HDTV sets HDTV receivers Francos 18+ Trend

96% 14% 5% 96% 15% 6% 97% Past month user 9% 2% Universal Growing Growing Cable TV Analog Digital Total 40% 20% 62% 41% 21% 64% 38% 17% 57% Declining Growing Stable DTH (1) Telco TV Wireless 23% <1% <1% 23% <1% <1% 24% <1% <1% Stable Emerging Emerging Digital TV - Total 44% 44% 42% Growing Over-the-air 12% 10% 17% Declining VCR DVD Player 82% 79% 82% 80% 81% 75% Declining Growing Personal TV VOD viewer PVR Mobile TV Subscriber 5% 4% <1% 5% 4% <1% 4% past month 2% <1% Emerging Emerging Emerging Video Downloading Video Streaming 10% 16% 11% 17% 7% past month 14% past month Growing Growing Source: CBC/Radio-Canada's MTM, 2005 (1) TV service provided by telephone companies 31 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 New ways of accessing video content 18-34 Anglophones 18+ 35-49 50-64 65+ 18-34 Francophones 18+ 35-49 50-64 65+ Past month VOD usage

6% 7% 3% 2% 7% 5% 3% 1% PVR penetration 5% 5% 3% 1% 2% 3% 2% 1% Past month video streaming 26% 19% 13% 5% 26% 15% 8% 3% Past month video downloading

22% 11% 5% 2% 16% 5% 3% 0% Source: CBC/Radio-Canada's MTM, 2005 32 Part 2: RADIO Part 2a: OVERALL TRENDS Listening to conventional radio has decreased over the past decade Weekly Per Capita Hours Of Listening To Radio All Persons 12+, 1986 to 2006 25 21.6 21.5 21.1 21.6 21.2 21.0 21.3 20.9 21.4 21.0 Per Capita Hours 20 20.2 19.9 20.4 20.5 20.3 20.1 20.2 19.5 19.6 19.1 18.6 15 10 5 0 1986 1987

1988 1989 SOURCE: BBM (Fall Sweeps) 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 35 This is true among all age groups, but especially teens Weekly Per Capita Hours of Listening for Selected Demographic Groups 1996 to 2006 22.1 21.7 21.1 22.8

21.6 21.4 21.4 20.8 21 17.5 18 17.3 10.7 10.6 22.6 22.4 21.6 21.3 21.8 20.6 21.3 21.6 21.7 20.5 18.1 17.3 11 22.8 22.3 20.1 17.3 16.7 10.5 11.3

22 19.3 16.4 22.1 21.5 19.3 15.7 Fall 1997 Fall 1998 Teens 12-17 SOURCE: BBM (Fall Sweeps) Fall 1999 Fall 2000 Adults 18-24 Fall 2001 21.2 21 20.6 18.2 15.3 18.3 14.2 9.4 10.1 8.5 8.6 Fall 1996 21.7 Fall 2002 Adults 25-34 Fall 2003

Fall 2004 Adults 35-49 8.7 Fall 2005 7.6 Fall 2006 Adults 50+ 36 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 12+ Fall/S4 Surveys FM AM 64 36 65 35 69 31 1 1996 SOURCE: BBM 1997 1998 70 72 72 74

74 75 76 78 FM 30 28 28 26 26 25 24 22 AM 1999 2000 2001 2002 2003 2004 2005 2006 37 Out-of-home listening is still growing Location Share (%) Monday to Sunday, 5 a.m. to 1 a.m., Persons 12+ Fall/S4 Surveys Home

55 54 53 53 52 51 50 49 49 48 47 Home 22 23 23 23 23 23 23 Work 22 Car Work 21 22 22 Car

22 22 23 23 24 24 25 26 27 27 28 Other 2 2 2 2 2 2 2 2 2 2 2 1996 1997 1998

1999 2000 2001 2002 2003 2004 2005 2006 SOURCE: BBM 1 Other 38 CBC RADIOS AUDIENCE Part 2b: PERFORMANCE CBC Radio weekly usage maintained despite overall decline in radio usage Anglophone Weekly Reach 14 14 15 All 12+ % 16 14 15 14 14 14 14

15 14 11 6 Fall 2000 6 Spring 2001 6 Fall 2001 6 Spring 2002 6 Fall 2002 6 Spring 2003 5 Fall 2003 5 Spring 2004 5 Fall 2004 6 S1

2005 5 5 S4 2005* S1 2006 5 S4 2006 * The lock-out of CMG employees affected 6 out of the 8 weeks measured during S4 2005. SOURCE: BBM 40 Record-level audience shares mean strong basis for CBC Radios Renewal initiative Share of Anglophone 12+ Listening in the Areas Served by a CBC Radio Station % 12.3 3.6 12.4 3.8 12.7 3.5 13.0 3.6 12.3 3.4 12.8 11.5 3.5 3.2 12.2 12.2

3.4 3.0 12.6 12.4 3.4 3.6 13.0 3.7 8.9 3.3 8.7 8.6 9.2 9.3 8.9 9.2 8.3 8.8 9.1 9.1 8.9 9.3 S1 2006 S4 2006 5.7 Fall 2000

Spring 2001 Fall 2001 Spring 2002 Fall 2002 Spring 2003 Fall 2003 Spring 2004 Fall 2004 S1 2005 S4 2005* 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 41 CBC Radio One: Ranks in top 3 in most markets The Share of 12+ Listening Captured by Individual Stations BBM S4 2006 CBC Radio One Markets Monday to Sunday 5 a.m. to 1 a.m. Share % Monday to Friday 6 a.m. to 8:30 a.m. Share %

Ranking CBN St. Johns 9.5 16.2 2 CBG/CBT Gander/Grand Falls 13.7 25.6 2 CBY Corner Brook 12.4 18.5 2 CBCT FM Charlottetown 14.9 23.5 1 CBHA-FM Halifax 16.2 23.7 1 CBI Sydney/Cape Breton 20.1 29.3 2 CBA Moncton

13.7 18.8 1 CBZF FM Fredericton 14.7 20.7 1 CBD-FM Saint John 12.3 18.6 3 CBME-FM Montreal Anglos 4.5 5.7 5 CBO-FM Ottawa Anglos 15.8 20.9 1 CBLA-FM Toronto 7.3 11.0 1 CBE Windsor 4.0 7.1 3

CBCS-FM Sudbury 15.9 18.4 3 CBQT-FM Thunder Bay 20.5 24.6 1 CBW Winnipeg 9.7 13.0 2 CBK/CBKR-FM Regina 10.1 14.6 3 CBK Saskatoon 8.1 10.3 5 CBR Calgary 7.4 10.4 5 CBX Edmonton 6.0

8.2 5 CBU Vancouver 9.0 12.2 2 Morning show runs from 6 a.m.-9 a.m. in Newfoundland & Labrador8.6 CBCV-FM Victoria 12.0 3 42 RADIO DE RADIOPart 2c: CANADAS AUDIENCE PERFORMANCE Radio de Radio-Canada: Increased usage over the past five years Francophone Weekly Reach Francophones 12+ % 14 10 3 Fall 2000 11 10 11 4 4 4 Spring

2001 Fall 2001 Spring 2002* 12 14 13 15 14 14 4 4 4 4 Fa ll 2002 Spring 2003 Fall 2003 Spring 2004 5 5 Fall 2004 S1 2005 * Labour dispute affected 3 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 15

5 S4 2005** 5 S1 2006 14 5 S4 2006 44 And audience shares that have nearly doubled Share of Francophone 12+ Listening in the Areas Served by a Radio de Radio-Canada Station % 15.6 13.7 12.4 9.9 8.9 2.0 6.9 Fall 2000 11.1 10.8 2.5 2.1 2.1 7.8 Spring 2001 8.6

8.7 Fall 2001 Spring 2002* 2.3 14.7 2.3 15.7 3.0 16.5 2.9 15.3 2.5 16.3 15.2 3.0 2.9 2.2 2.4 10.0 Fall 2002 11.5 Spring 2003 13.3 Fall 2003 12.5 12.6 Spring

2004 Fall 2004 13.6 S1 2005 12.8 13.3 S4 2005** S1 2006 12.3 S4 2006 * Labour dispute affected 3 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 45 Weekday morning shares demonstrate the value of local programming The Share of 12+ Listening Captured by Individual Stations BBM S4 2006 Premire Chane Markets Monday to Sunday 5 a.m. to 1 a.m. Share % Monday to Friday 6 a.m. to 9 a.m. Share % Ranking CBF-FM Montreal Francos

10 14 3 CBF-FM Sherbrooke 13 17 2 CBF-FM Trois-Rivires 12 15 2 CBV-FM Qubec 13 18 1 CBJ-FM Saguenay 7 11 4 CBGA-FM Matana-Gaspsie-Iles 7 9 2 CJBR-FM Rimouski 12 21 3

CHLM-FM Rouyn 6 10 3 CBSI-FM Sept-Iles 9 16 3 CBOF-FM Ottawa-Gatineau Francos 11 15 3 CBAF-FM N. Brunswick Francos 6 10 4 46 Part 2d: EMERGING TECHNOLOGIES IN THE AUDIO WORLD 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. 48 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 49 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 Penetration and Use of Devices and Services, 2005 Canadian Total Anglos 18+ Audio Radio listener Pay audio listener iPod/MP3 Player Satellite Radio subscriber Download Podcast Audio Downloading Audio Streaming Francos 18+

Trend 90% 21% 21% <1% 91% 21% 23% <1% 89% Past month 21% past month 14% <1% Universal 6% 18% 21% 7% 20% 23% 3% past month 12% past month 16% past month Emerging Growing Growing Growing Source: CBC/Radio-Canada's MTM, 2005 50 But they have become the norm among younger age groups Penetration and Usage of New Audio Technologies Among Anglophone and Francophone Age Groups New ways of accessing audio content 18-34 Anglophones 18+ 35-49 50-64

65+ 18-34 Francophones 18+ 35-49 50-64 iPod/MP3 Player penetration 42% 24% 13% 3% 23% 16% 7% 2% Past month download podcast 12% 9% 4% 1% 5% 2% 2% 0% Past month audio streaming 38% 25% 14% 6%

28% 17% 10% 3% Past month music downloading 41% 18% 3% 3% 26% 11% 4% 2% 65+ Source: CBC/Radio-Canada's MTM, 2005 51 Part 3: INTERNET Part 3a: OVERALL TRENDS Broadband Internet has entered the mainstream Home Internet Connection % ANGLOPHONES 18+ FRANCOPHONES 18+ 61 Broadband 39 Broadband Total 75%

Dial-up 13 None Source: MTM 2005 Total 60% Dial-up 25 None * 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 20 40 54 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 Internet 8.7 Internet Television Radio FRANCOPHONES 26.8 5.9 30.5 Television

19.9 Source: MTM 2005 (Internet), NMR 2005-2006 and BBM 2005-2006 (TV), BBM S4 2006 (Radio) Radio 19.7 55 CBC.ca & Part 3b: Radio-Canada.cas PERFORMANCE 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 2+ At Home Francophones 2+ At Home 266% 3,195,000 108% 1,482,000 873,000 Oct-Dec 2001 714,000 Oct-Dec 2006 Domain Level Report Source: Media Metrix Canada Total Canada Oct-Dec 2001 Oct-Dec 2006 57 CBC.ca among the leaders in News and Information Average M onthly Unique Visitors to News and Information Web Sites T otal Canada 2+, at Home October to December, 2006 (000's) 5,090

ABOUT.COM 3,725 THEWEATHERNETWORK.COM CBC.CA 3,195 CANADA.COM 3,172 CANOE.COM 2,317 CTV.CA BBC.CO.UK CNN.COM CANOE.CA RADIO-CANADA.CA 2,280 1,953 1,902 1,842 1,665 SOURCE: comScore Media Metrix (English Canada) 58 Radio-Canada.ca: Second most popular News and Information website among Francophones Average Monthly Unique Visitors to News and Information Web Sites Francophones 2+, at Home October to December 2006 (000's) 2,062 CANOE.COM RADIO-CANADA.CA 1,482 CANOE.QC.CA 1,468 1,096 METEOMEDIA.COM 861

RDS.CA 831 CYBERPRESSE.CA 609 CANOE.CA 481 BRANCHEZ-VOUS.COM 446 ABOUT.COM CBC.CA 263 SOURCE: comScore Media Metrix (French Canada) 59 WHAT THE PUBLIC Part 4: SAYS 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. 61 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: Essential 97 Trusted 96 95 Comprehensive Distinctive Satisfaction Source: QRS 2006 90 89 62 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+ % 86 Any CBC/Radio-Canada Services CBC Television/Tlvision de Radio-Canada 82 CBC Radio/Radio de Radio-Canada CBC.ca/Radio-Canada.ca Source: QRS 2006 30 18 63

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 64% You can trust CBC/Radio-Canada 56% CBC/Radio-Canada is an organization that delivers the highest quality services for the resources it has available CBC/Radio-Canada ensures that the funds available to them are used to best reflect the needs and interests of Canadians 23% 47% 25% 35% 33% 39% 28% 34% 28% Strongly Agree Source: Public Support Survey, TNS, April 2006 27% 53% CBC/Radio-Canada is in touch with ordinary people CBC/Radio-Canada pays attention to what the public thinks about its programs and services 21% 49%

CBC/Radio-Canada brings Canadians together as a country CBC/Radio-Canada is innovative, always looking for new programs and ideas to deliver services 15% Agree 64 With its mandate continuing to be important to Canadians Mandate Importance Ratings Providing in-depth News and Information from a Canadian perspective 81% 11% Providing News and Information that people can trust 81% 11% 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 78% 12% 73% 16% 69% 18% 67% 20% Providing programs of interest to many different groups of people 65%

21% Reflecting the multicultural nature of Canada 65% 20% Helping people from all parts of Canada understand each other better Offering high quality, distinctive Canadian programming 67% 65% Very Important Source: Public Support Survey, TNS, April 2006 18% 17% Important 65 And Canadians believe CBC/Radio-Canada is delivering on its mandate Corporate Performance Ratings Providing in-depth News and Information from a Canadian perspective 67% 21% Providing News and Information that people can trust 68% 18% Providing Television and Radio services which are available to people living in all parts of Canada 64% 55% Promoting our culture and identity Reflecting the multicultural nature of Canada Providing programs of interest to many different groups of people 33% 44%

46% Serving the needs and interests of each region of the country 45% Helping people from all parts of Canada understand each other better 44% 36% 34% 32% 31% 50% 29% Very Good Job Source: Public Support Survey, TNS, April 2006 28% 48% Entertaining people Offering high quality, distinctive Canadian programming 21% Good Job 66 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 63% Very Good Value Source: Public Support Survey, TNS April 2006 19% Good Value 67

CBC/Radio-Canada: Poorly funded compared to other public broadcasters around the world Per Capita Public Funding for Public Broadcasters 2004 154 Switzerland 147 Norway 134 Germany 124 UK 119 Denmark 115 Sweden 111 F inland 84 A ustria 69 F rance 68 B elgium 67 Ireland 62 J apan

44 A ustralia 41 Italy Average = 80 36 Spain* 33 C anada 20 New Zealand 5 US** 0 20 40 60 80 100 120 140 160 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 180 68

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