CBC Announces the Creation of the Branded Entertainment Development Initiative

CBC calls on marketers and independent producers to collaborate on multi-platform strategies and partnership opportunities with CBC's daytime and afternoon programming schedule

CBC announces the creation of The Branded Entertainment Development Initiative, a unique opportunity for marketers and independent producers interested in collaborating on CBC's daytime programming schedule. It will provide the chance to be part of the creation and development of new daytime programs that incorporate strategic partnerships with outside brands, in an effort to create opportunities that go beyond traditional broadcast avenues.

"We know there are strong ideas already percolating out in the Canadian independent production communities that would fit well with our existing lifestyle and cooking shows," said Jennifer Dettman, head of Factual Entertainment, CBC Television, "We look forward to hearing more from the industry and providing a platform for brands and products to be integrated seamlessly and organically into our programming."

Announced today at the inaugural BCON Expo presented by Strategy and Playback magazine, The Branded Entertainment Development Initiative will be managed and developed through a combined effort of CBC's Studio & Unscripted team and the CBC Revenue Group Client Marketing department. The full criteria and details of the new initiative will be released April 5, on CBC's Independent Producers website.

"It is extremely rare for marketers and their brands to be at the table while a project is in this stage of development - we are thrilled to be offering this 'first of its kind' opportunity to the Canadian marketing and advertising community," said Gaye McDonald, director of Client Marketing, CBC Revenue Group.

For more information on The Branded Entertainment Development Initiative please visit: on April 5, 2013.


About CBC/Radio-Canada
CBC/Radio-Canada is Canada's national public broadcaster and one of its largest cultural institutions. The Corporation is a leader in reaching Canadians on new platforms and delivers a comprehensive range of radio, television, Internet, and satellite-based services. Deeply rooted in the regions, CBC/Radio-Canada is the only domestic broadcaster to offer diverse regional and cultural perspectives in English, French and eight Aboriginal languages.

About CBC's New In-House Publicity Team
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For media inquiries, please contact:
Cathleen Saville
entertainment publicist, CBC
T 416.205.7976 | C 416.986.9355