CBC to seek sponsors

In the coming weeks, CBC Television will turn up the heat on its plans for sponsored programming.Andrea Currie, co-ordinator of the cbc tv sponsorship team, confirms the broadcaster intends to intensify its efforts, but declines to discuss them until the official...

In the coming weeks, CBC Television will turn up the heat on its plans for sponsored programming.

Andrea Currie, co-ordinator of the cbc tv sponsorship team, confirms the broadcaster intends to intensify its efforts, but declines to discuss them until the official launch Feb. 10.

According to information obtained by Strategy, once a sponsor’s objectives are established, cbc tv can custom-design a corporate sponsorship package built around its special programming.

One early example of sponsored programming at cbc tv is IBM Canada’s involvement with By Way of the Stars, a recent four-hour miniseries.

According to cbc tv, the last episode of the four-parter drew an audience high of 1.79 million.

cbc tv’s network rival, the CTV Television Network, already has a sponsored programming scheme in place – TOPS – Total Optimization of Premiums and Specials. DC