Dear Radio 2 fans,
We want to take a moment to give you an update on our plan to introduce limited advertising on CBC Radio 2, which begins this week. This follows the CRTC’s approval of up to four minutes of advertising per hour as part of our recent broadcast licence renewal.
CBC/Radio-Canada made the request to add advertisements on Radio 2 and Espace musique this past spring in order to address a significant revenue gap that resulted from cuts to our funding, as well as other financial pressures that the Corporation faces. The revenue from advertising has allowed us to avoid more significant cuts to programming and the services we offer. If you would like to read more about the licence renewal process, you may visit our corporate site here.
Including ads on Radio 2 was never an easy decision. Radio 2 gives Canadians a unique listening experience with its distinct format that doesn’t exist anywhere else on the radio dial. That won’t change. There has also been some speculation that advertising on Radio 2 is a first step towards ads on Radio One – and this isn’t the case. We aren’t considering introducing ads on Radio One now or anytime in the future.
Introducing advertising on Radio 2 will not change the music or programming on Radio 2 in any way. We will continue to be the place where you can discover great Canadian music across genres. And we’ve put a lot of thought into how to integrate advertising in the least disruptive way.
The listener and the listening experience has always been our primary focus and if you listen to Radio 2 today, you’ll notice that we’re doing a test run with promos. Starting tomorrow and over the next few weeks, we’ll gradually introduce advertisements.
Thanks for continuing to listen to CBC Radio 2.
Executive Director, CBC Radio and Audio
Director of Music Programming