CBC/Radio-Canada to extend the reach of its Rio 2016 coverage through social media innovation

July 5, 2016

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A new partnership announced today between CBC/Radio-Canada and Twitter Canada will see the first-ever use of Twitter Amplify with Canadian coverage of an Olympic Games. The partnership ensures video content from CBC/Radio-Canada’s coverage of the Rio 2016 Olympic Games can target new, engaged online audiences through tweets from the broadcaster’s accounts, featuring near-live video clips.

CBC/Radio-Canada’s coverage of the Sochi 2014 Olympic Winter Games helped to change the way Canadians consume Olympic Games content through the network’s expansive digital offerings, resulting in the largest ever digital audience for Canadian coverage. The partnership announced today will help to further expand the network’s digital offering for Rio 2016 by providing even more avenues for Canadians to discover CBC/Radio-Canada’s coverage.

By leveraging Twitter Amplify, CBC/Radio-Canada will provide the Canadian online community with new opportunities to stay connected to Rio 2016 coverage and the many defining moments of the Games. The tool allows near-live Rio video content to reach audiences beyond CBC/Radio-Canada’s immediate network of followers, using ad-supported promoted tweets targeting Canadian users already engaging with the Games but not yet connected to CBC and Radio-Canada’s Olympic Games-dedicated accounts (@CBCOlympics and @RC_Sports). Sponsor opportunities are available exclusively to International Olympic Committee (IOC) and Canadian Olympic Committee (COC) partners only.

In addition to the clips from CBC/Radio-Canada’s coverage disseminated through this partnership, Canadians will be able to consume more than 1275 hours of coverage on TV across CBC/Radio-Canada and its broadcast partners and more than 4000 live streaming hours at cbc.ca/olympics and ICI.Radio-Canada.ca/jeuxolympiques and via CBC and Radio-Canada’s apps for Rio 2016 for iOS and Android devices, resulting in more access to Olympic Games coverage than ever before in Canada.

Several International IOC and COC partners have acknowledged the ingenuity of CBC/Radio-Canada’s vision for coverage of Rio 2016 and have committed their support, thereby increasing their connection with a more comprehensive Canadian audience including the sought-after millennial and gen-z communities.

For more information including series synopses, press releases, hi-res images, video clips and bios, please visit the CBC Media Centre at cbc.ca/mediacentre.

For further information, please contact:

Simon Bassett, publicist, CBC
simon.bassett@cbc.ca
416-205-8533 (office) 416-988-1590 (mobile)

Marie Tétreault, chef de la promotion information et projets spéciaux, Radio-Canada
marie.tetreault@radio-canada.ca
514-597-4140

About CBC/Radio-Canada

CBC/Radio-Canada is Canada’s national public broadcaster and one of its largest cultural institutions. We are Canada’s trusted source of news, information and Canadian entertainment. Deeply rooted in communities all across the country, CBC/Radio-Canada offers diverse content in English, French and eight Aboriginal languages. We also provide international news and information from a uniquely Canadian perspective.

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