CBC Radio 2 to revamp daytime programming
Last Updated: Tuesday, March 4, 2008 | 6:15 PM ET
CBC Radio 2 will venture further into web radio and broaden its daytime programming in the final phase of a redesign geared toward drawing more listeners.
The changes were announced Tuesday by Jennifer McGuire, executive director of English programming for CBC Radio.
Radio 2 will remain a music station, with an emphasis on classical and boosted Canadian content after the final phase of the redesign, she said.
The plan for weekday programming on CBC Radio 2 is:
- 6-10 a.m.: A music program dedicated to a range of genres, including classical, pop, jazz and roots music.
- 10 a.m.-3 p.m.: A classical program that will emphasize the most popular and accessible classical music, including Mozart, Beethoven and other favourites.
- 3-6 p.m.: A drive-home show focusing on vocal music, including many new artists.
The format for the morning program also will continue on weekend mornings, with a different host.
McGuire says CBC hopes to keep the ears of classical music lovers, but broaden Radio 2 audiences with a range of music they cannot hear on other Canadian stations.
"The more challenging classical music — the new composers, etc. — will still be there on The Signal and on the Sunday afternoon program where we're playing pieces live with a lot of discussion," she said.
The new shows, whose hosts have yet to be determined, will be launched on Labour Day along with an expanded web service.
The online service will include three new web-only radio stations, each dedicated to a different genre — classical, singer-songwriter or jazz.
The specialized online radio stations will be designed to appeal to listeners who want a more intense experience in a particular genre, McGuire said.
"Music lives in that digital space," she said. "This is an advancement in integration. Radio 2 won't be limited to being a terrestrial service."
CBC has already successfully drawn users to its redesigned Radio 2 website, launched last March, with listeners staying tuned for long periods to podcasts and streaming radio.
In another upgrade launched Tuesday, the CBC Radio 2 website is expanding the offering on its "Concerts on demand" page to offer more live programming.
The podcasts are made possible by new deals on electronic rights being struck with musicians and artists who are on Canada Live and other live performance shows.
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