Marie-Philippe Bouchard took on the role of president and CEO of CBC/Radio-Canada in early 2025, just as Canada approached an election impacting the broadcaster’s funding. Since then, CBC has undergone considerable changes. In October 2026, it unveiled a five-year strategic plan aimed at reaching underserved audiences.
Funding and Expansion Plans for CBC
By November 2026, CBC/Radio-Canada secured an additional $150 million in funding from the government, avoiding cuts faced by other Crown corporations. The current year has seen a significant hiring initiative, with CBC News adding 33 journalists and establishing 11 new bureaus to enhance local coverage.
Government Mandate Review
The CBC’s mandate review has been long overdue. Bouchard participated as an expert advising on the government’s green paper tabled by former Heritage Minister Pascale St-Onge. However, the current administration’s platform, launched in 2025, did not fully incorporate its recommendations.
Public Broadcasting and Advertising
Bouchard addressed the sensitive topic of advertising in public media. She believes that an outright removal of advertising could lead to a contraction of the Canadian market rather than a boost for local broadcasters. A balanced approach to advertising is crucial for sustaining revenue and programming quality.
Engaging New Audiences and Content Strategy
The strategic plan prioritizes attracting three key demographics: children and youth, newcomers, and disenchanted viewers. Bouchard noted the necessity for better representation and engagement with diverse communities across the country.
Children and Youth Engagement
- Plans for a dedicated CBC Kids streaming service are under consideration.
- Expansion of content on platforms such as YouTube and TikTok is underway.
Outreach and Multilingual Accessibility
Bouchard emphasized the importance of making CBC’s content available in multiple languages. This includes improving access to both English and French programming, taking advantage of modern subtitling technologies to accommodate Canada’s multilingual population.
Building Trust and Local News Coverage
The recent hiring spree aims to enhance local news coverage, which is vital for building trust in media. Bouchard believes in reflecting community issues accurately and intends to collaborate with local news outlets to strengthen relationships with audiences.
Addressing Criticism and Controversies
Amid various challenges, including external criticism, Bouchard remains committed to maintaining the integrity of CBC’s brand. Decisions regarding controversial productions will be based on factual assessments to ensure transparency and uphold the broadcaster’s values.
Looking ahead, Bouchard discusses the potential for Canada to host events like Eurovision in 2027, highlighting CBC’s longstanding association with the European Broadcasting Union. Interest from the Canadian music industry will play a significant role in determining the feasibility of such events.
The CBC is at a critical juncture, seeking to engage Canadians amid evolving challenges. The broadcaster is aiming to solidify its role as a key national asset, supporting Canadian autonomy, democracy, and culture.
