Monday, November 2, 2020

CBC facing uprising against "fake news" ads

 The CBC is facing an uprising within its ranks for accepting advertising that critics say amounts to corporate-sponsored “fake news.”

Hundreds of current and former staff, including Peter Mansbridge, Linden MacIntyre, Gillian Findlay, Bob McKeown and Adrienne Clarkson, are expressing “grave concerns” over CBC/Radio-Canada Tandem, a new venture that works with marketers to create and publish what is known as branded content, or paid content: advertising that looks or sounds like regular editorial coverage.

Tandem was unveiled to the advertising community last month, with CBC/Radio-Canada’s new chief revenue officer, Donald Lizotte, promising in a news release it would “leverage the credibility of our network." The pitch proposed that Tandem content could appear on most of the broadcaster’s English- and French-language platforms, including the CBC website, podcast pages and audio apps, and TV networks – among them, CBC News Network.(Globe and Mail)

Full Globe and Mail story


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