CBC Makes Changes to Combine TV, Online, & Radio

The CBC is reportedly set to make some internal changes that would result in one, unified division that covers television, online, and radio. According to the National Post, all three divisions will now be in close communication with one another, and work together on assignments rather than different divisions covering different stories or news items.

This decision just goes to show how new methods of content distribution are affecting business. When a company is distributing content through several means, does it make sense to separate the divisions, or throw them all under one umbrella? If a cool item appears on TV, should the web guy snag that content and post it online? If the web guy gets a great interview with a celeb, should the radio guy air the same audio? Or should TV content remain on TV, web content on the web, and radio content on the airwaves? The lines are constantly being blurred, and many are in disarray trying to figure out the proper strategy.

In CBC's case, the company feels that putting one person in charge of all three divisions makes sense. Richard Stursberg, who previously head up the TV division, will now be responsible for all English-language radio and online properties as well.

On the one hand, this move could help to create a more synergistic voice for the company across all platforms. On the other, it could lead to duplication of content. If so, is that such a bad thing? After all, does the same person who gets his news on the radio also get it online and through cable or satellite TV? Or are there distinct groups of people, each with a preference to how they consume content?

Personally, I could be defined as an "online gal": 90% of my news and information comes from the Web. But when it comes to entertainment, TV is king in my world. As for radio, I'm a faithful satellite radio listener, so news and entertainment programming via radio isn't for me: I just want tunes. My point is that many people are probably like me, and pick and choose what type of content they want from what type of medium. This means that if CBC runs the same sort of content through each medium, there's a good chance that many people won't even notice a difference in product.

You can't please everyone, all the time, as they say. And because there are so many new ways to distribute content, it's a crap-shoot, at this point, for anyone involved.

Ready for a Full Meal, or Just a Media Snack?

I’ve heard the term “media snacking” several times over the past month. So what is it? Media snacking is the act of grabbing quick “bites” of content. This can include things like short video clips, text messages, tunes, or even blogs like this one. If you're reading this right now, you're snacking!

Most would think that media snacking on mobile devices in particular is just for kids: after all, what working adult has time to engage in such activity? Think again. According to a survey conducted by Leger Marketing on behalf of Palm Canada, 60 per cent of adults are active in mobile entertainment, nibbling on bits of media more often than they even have time to do.

Ironically, the reason adults are raiding the mobile ‘fridge is because of lack of time, and being so overloaded. Most professionals do not work a typical 9-5 day (27 per cent say they work at least 10 hours!), and are finding themselves more often than not on-the-go. Snacking on media is a way to help unwind during the day.

What are mobile adults snacking on? Survey says: tunes and text messages (44 per cent); video clips (19 per cent); and radio (33 per cent). Social networking Websites like Facebook and MySpace are also being visited from portable devices, which is something I can personally attest to, having logged in many times during lunch or while on the road (only as a passenger, I swear!)
Once they’re at home, it appears that many people still can’t manage to put away the BlackBerry until the morning: the temptation to check and respond to e-mail is far too great for any road warrior to fend off. Almost a third of the people even admitted to responding to e-mails while eating dinner; and close to 40 per cent confess to working while attending social or family gatherings (remember Ari during Yom Kippur on the latest episode of Entourage?).

Media snacking is great. But it’s important to ensure all this techno-wizardry doesn’t consume our lives: 24/7 is too much, 9-to-5 is too limiting. I feel it all boils down to balance. If you know when to shut down your connection, you’ll value the nature of mobile technology much more.