Radio + Audio + Podcast NewsRadio & Podcast News - CBC/Radio-Canada puts branded podcast initiative on hold

Radio & Podcast News – CBC/Radio-Canada puts branded podcast initiative on hold

CBC/Radio-Canada has confirmed it’s putting its expanded branded content and promotional podcast initiative on hold pending further review. CBC/Radio-Canada Media Solutions announced the launch of Tandem last month, in response to what CBC said was advertiser demand. The move drew intense criticism online from those who questioned whether the public broadcaster was straying further from its mandate, including the Canadian Media Guild (CMG), the union representing CBC employees. “We feel there are more insights to be gained on this initiative (Tandem) and to that end, we are taking a brief pause on booking any new branded content campaigns while we dig a bit deeper,” wrote Chuck Thompson, CBC’s Head of Public Affairs, in an email to Broadcast Dialogue. Thompson said any existing bookings under the new initiative will be honoured. Read more here.

Audioboom has announced it’s expanding its presence in Canada through a strategic sales partnership with Rogers Sports & Media. Rogers will represent UK-based Audioboom’s portfolio in Canada to advertising agencies and brands. Audioboom’s original podcast slate includes titles like Mafia, Blank Check, and It’s Happening with Snooki & Joey. The company also has partnerships with Casefile True Crime (US), The Morning Toast (US), No Such Thing As A Fish (UK), The Cycling Podcast (UK) and The Totally Football Show (UK). Canada is currently Audioboom’s 4th biggest region for downloads. The Rogers partnership encompasses sales of premium host-read and dynamically inserted advertising inventory at both the national and local level.

Corus Radio and True North Sports + Entertainment have announced a new deal that sees 680 CJOB acquire exclusive radio broadcast rights for the Winnipeg Jets through the 2026-27 season. The regional radio broadcast rights had previously been held by Bell Media, which had a 10-year contract beginning in the team’s inaugural season (2011-12), to air games on TSN 1290 (CFRW-AM). CJOB was the radio broadcast home of the Jets prior to the team’s relocation to Phoenix in 1996. The multi-year Corus deal covers all pre-season, regular season and playoff games, with all games to also be simulcast on Power 97 (CJKR-FM). The station’s coverage started with Tuesday’s NHL draft. Meanwhile, TSN has announced a multi-year extension of their regional television rights partnership with True North. Read more here

The Country Music Association of Ontario celebrated the talent and achievements of Ontario’s country music industry across 17 categories Sunday night. The 8th Annual CMAOntario Awards was the first ever, live drive-in country awards show, and took place on The Raceway at the Western Fair District in London. Bell Media Pure Country midday host Shannon Ella took home the Industry Person of the Year honour. Radio Station of the Year (Large Market) went to Country 101.1 (CKBY-FM) Ottawa, while the Medium Market award went to Cool 100.1 FM (CHCQ-FM) Belleville. Pure Country 106 (CICX-FM) Orillia won the Small Market honour. 


Boom 97.3 (CHBM-FM) Toronto’s fall marketing campaign “We’re in this Together” incorporates its audience. Program Director Troy McCallum tells Broadcast Dialogue the station wanted to celebrate its P1s and settled on the idea of putting together and using a collage that features listeners in its advertising by soliciting selfies through promos and live breaks. With close to 1,000 submissions, just a few hundred could fit on the poster. Phase 2 of the campaign included making over 800 personalized posters for everyone who submitted a selfie and inserting their photo in the middle. The campaign continues to generate social media traffic for the station.

Rogers has introduced new podcast For the Love of Work. Produced in partnership with Pacific Content, the podcast is hosted by Dr. Sonia Kang, a professor of organizational behaviour at the University of Toronto. The seven-episode series explores workplace challenges relevant to the current pandemic, ranging from how to find the right role to resilience, the importance of inclusion and diversity, and psychological safety. 

LISTEN: On the latest Sound Off Podcast, Paul Kaye, VP of Music Brands and In House Production, at Rogers. Kaye talks with Matt Cundill about some of the truths and myths surrounding live and local, how the pandemic will result in better radio content, the future of morning radio, and what goes into a great demo. Listen on your favourite podcast app or here:


Broadcast Dialogue
Broadcast Dialogue
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