First transformation step to Recreate Radio-Canada

June 5, 2013, Montreal

Radio-Canada Executive Vice-President Louis Lalande officially announced to the press the full range of signatures that will now be associated with the public broadcaster’s platforms under the common denominator ICI. It’s a modern, universal take on the familiar “ICI RADIO-CANADA” that has been identifying us for over 75 years.

This new all-purpose signature isn’t an end in itself. It’s one of the first and most visible steps in a thorough, comprehensive repositioning. “Our ambition is to recreate Radio-Canada, which now more than ever needs to become a living space, an open, agile and flexible organization – one that will be every bit as creative, but more innovative and better attuned to our audiences,” said Louis Lalande.

Recreating Radio-Canada is a necessity in the current environment:

  • Audiences have different expectations: they participate more and want greater interaction and immediacy.
  • They’ve changed their behaviours: they consume content on a growing number of platforms and are less loyal, particularly the younger generation.
  • The market has changed: Télévision de Radio-Canada no longer has exclusive rights to its content. Convergence means that our main competitors are also our distributors. The offering continues to proliferate.
  • Financially speaking, a reduced parliamentary appropriation, the end of the Local Programming Improvement Fund (LPIF) and an unstable advertising market for traditional media present challenges that we can’t ignore.
  • From a regulatory perspective, despite obtaining greater flexibility, we still face daunting requirements to fulfill our broad mandate.

Radio-Canada must reinvent itself to successfully fulfill its essential mission across all platforms, from the most conventional to the most cutting-edge – to continue offering distinctly Canadian programming that informs, enlightens and entertains audiences across the country, in the best and most appropriate way possible. The strategy seeks to redefine how we think about, produce and deliver the most relevant content on TV, radio, the web and mobile apps. Dozens of employees have been involved in the transformation since January, and a large number of related projects are currently in the works. They’ll be announced as they’re completed.

“ICI is rooted in our history and in people’s memories, and is true to the public broadcaster’s personality,” said Guylaine Bergeron, Executive Director of Communications and Branding. “The term fits naturally with our platforms and reflects the scope of the services we offer.” She mentioned that the new identity was enthusiastically received by all of the focus groups she attended.

“Recreating Radio-Canada means turning the public broadcaster into a modern organization that’s in tune with today’s realities and capable of attracting the best talent,” added Louis Lalande. “It’s about being an industry leader that continually evolves to meet our audiences’ changing needs.”

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