Winnipeg Free Press - PRINT EDITION

Hit by NHL lockout, CBC mulls loyalty-style program

  • Print

OTTAWA, Ont. -- The CBC is considering creating a customer loyalty-style program as it bleeds revenues from the NHL lockout and struggles with deep federal budget cuts.

The Crown corporation has formally asked qualified private-sector firms for information about how such a program might work to grab more viewers and listeners -- and bring in more cash.

The notice suggests the CBC is considering adding game-like challenges on its websites, offering reward points to keep people engaged with the broadcaster's programming, an approach known in the retail business as "gamification."

The sparsely worded notice suggests CBC reward points could be cashed in for branded merchandise now offered through the corporation's web-based cbcshop.ca, and through its three retail outlets in Vancouver, Toronto and Montreal.

The initial proposal is for the CBC's English services, with a possible expansion to broadcaster's French-language arm.

The corporation is asking for responses to its industry call for information by Jan. 25.

The CBC "has a number of loyalty-like initiatives in production to support programming and to increase audience engagement, but many are short-lived around specific events," says the notice.

The proposal is "to gather best practices from best-of-class firms within the loyalty vertical to assess the opportunity for the corporation to implement a comprehensive loyalty program."

The corporation is releasing details of the proposals only to qualified firms that step forward.

"At this stage, it's just a request for information where we're looking to see whether or not setting up this kind of program is worth the investment," CBC spokesman Chuck Thompson said in an emailed response to questions.

"CBC is always looking for new opportunities to have a deeper level of engagement with our audience and new ways to raise revenue."

Thompson declined to respond to further questions because the concept was only at the "exploratory stage."

The prolonged NHL labour dispute has cut into the corporation's TV advertising revenues, and it continues to struggle with a 10 per cent cut in its $1-billion parliamentary subsidy over three years.

The corporation, like many retailers, has a web-based member centre where people can sign on for CBC emails and alerts, submit photos and videos, and post comments and reviews.

-- The Canadian Press

Republished from the Winnipeg Free Press print edition December 9, 2012 A4

Fact Check

Fact Check

Have you found an error, or know of something we’ve missed in one of our stories?
Please use the form below and let us know.

* Required
  • Please post the headline of the story or the title of the video with the error.

  • Please post exactly what was wrong with the story.

  • Please indicate your source for the correct information.

  • Yes

    No

  • This will only be used to contact you if we have a question about your submission, it will not be used to identify you or be published.

  • Cancel

Having problems with the form?

Contact Us Directly
  • Print

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is be a Winnipeg Free Press print or e-edition subscriber to join the conversation and give your feedback.

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is be a Winnipeg Free Press print or e-edition subscriber to join the conversation and give your feedback.

Have Your Say

New to commenting? Check out our Frequently Asked Questions.

Have Your Say

Comments are open to Winnipeg Free Press print or e-edition subscribers only. why?

Have Your Say

Comments are open to Winnipeg Free Press Subscribers only. why?

The Winnipeg Free Press does not necessarily endorse any of the views posted. By submitting your comment, you agree to our Terms and Conditions. These terms were revised effective April 16, 2010.

letters

Make text: Larger | Smaller

LATEST VIDEO

Spring fashion trends

View more like this

Photo Store Gallery

  • Bright sunflowers lift their heads toward the south east skies in a  large sunflower field on Hwy 206 and #1 Thursday Standup photo. July 31,  2012 (Ruth Bonneville/Winnipeg Free Press)
  • JOE BRYKSA/WINNIPEG FREE PRESS Local- A large osprey lands in it's nest in a hydro pole on Hyw 59  near the Hillside Beach turnoff turn off. Osprey a large narrow winged hawk which can have a wingspan of over 54 inches are making a incredible recovery since pesticide use of the 1950's and  1960's- For the last two decades these fish hawks have been reappearing in the Lake Winnipeg area- Aug 03, 2005

View More Gallery Photos

Poll

Now that the snow is mostly gone, what are your plans?

View Results

Ads by Google