CBC launches new streaming service
TORONTO — The CBC launched a new video streaming service Tuesday featuring live and ondemand programming for free as well as an option to upgrade to an ad-free premium membership for a monthly fee.
The public broadcaster says CBC Gem has more than 4,000 hours of content and will offer original programming, including the upcoming drama series Northern Rescue. William Baldwin and Kathleen Robertson star in the family drama, which will launch exclusively on CBC Gem in Canada starting March 1.
The CBC also announced a partnership with Wattpad for emerging Canadian writers to create exclusive content for Gem, which gets its title from the nickname CBC uses internally for its logo.
Meanwhile, a partnership with Telefilm Canada allows CBC Gem to offer more than 100 Canadian feature films. All the Canadian films are available ad-free, with additional titles from the National Film Board of Canada to be added in the coming year.
All children’s programming is also provided ad-free within CBC Gem.
“We’re not trying to replace Netflix,” Catherine Tait, president and CEO of CBC/Radio-Canada, said in a phone interview.
“We’re saying: ‘You’re going to be stacking your [over-the-top] services. Make us no. 2 or no. 3.’ ”
Announced in September, CBC Gem replaces the public broadcaster’s previous app and offers the full programming slate, from drama to documentaries and sports. It’s available for free as an app for iOS and Android devices and online at cbcgem.ca, and on television via Apple TV and Google Chromecast.
Included are current and past seasons of favourite shows. Canadian titles on the service include Kim’s Convenience, Baroness von Sketch Show, Schitt’s Creek, Murdoch Mysteries, Anne with an E, The Kids in the Hall and Being Erica. International titles include Fortitude, The Great British Baking Show, Luther, Portlandia and Top of the Lake.
Films include Barney’s Version, Cairo Time, Mommy and Midnight’s Children.
The free version also has the ability to live stream CBC TV at any time, with access to 14 of the public broadcaster’s local channels and their newscasts.
“Our understanding of audience behaviour is the person who has left linear television has left linear television,” Tait said.
“So our interest is reaching those people who have already gone to online services as their means of accessing content.”
The premium membership, available for $4.99 per month (with the first month free of charge), offers all on-demand content ad-free and exclusive access to a live stream of CBC News Network 24/7.
Tait said the premium side will also include additional programming, special premières and previews to build value for subscribers. She said they looked for a price point that wouldn’t be a deterrent and that would eventually provide enough subscription revenue to replace ad revenue. In the meantime, the revenue model will rely on the resources the CBC currently has.
“We’ve made a decision internally that the future of television is probably going to be on-demand and traditional scheduled TV is on the decline and therefore we have to move with the trend — and there’s some pain during that process,” she said.
“As we build up the subscription base, there will not be sufficient subscription dollars to pay for the service at the outset. Our hope, of course, is — and we’ve done that math — that if you look at the $4.99 and you get 60 per cent of English Canadians watching Gem, that more or less covers the ad revenue that we’re getting right now from traditional advertising.”
CBC original titles that are currently on Netflix, such as Schitt’s Creek, will remain there dependent on the deals that are negotiated with each production individually, said the public broadcaster.
The CBC said it plans to collaborate with new partners in order to expand the streaming library and offer additional Canadian and international content.
“We are not going to be buying programming from American networks, we’re not trying to compete with Netflix,” said Tait. “This is really about building a robust Canadian offering.”