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A team of 500 current and former CBC and Radio-Canada staff did not agree. They published an open letter and launched a website on Wednesday asking their employer to end its new branded-content arm.
“The purpose is to sell the opportunity for corporations to disguise their advertising as our journalism. The CBC is using its resources to help advertisers deceive Canadians. What they produce is called ‘paid content’, and it is artificial,” the letter said. “
The letter signatures include The National’s former host, Peter Mansbridge, former CBC president Anthony Manera, current radio show As It Happens Carol Off, and Debra Arbeck, host of the 6pm Newscast, the main evening of CBC Montreal.
On Wednesday, the National Post addressed copies of another open letter circulating among Radio-Canada staff to CBC / Radio-Canada Executive Vice President French Services Michel Bissonnet.
We believe that this kind of statement … undermines our independence and our credibility
According to the petitioner’s pictures, organizers say he received support from more than 100 employees, including “hosts of primetime TV and radio news shows.” That claim was not independently verified.
“The clear goal is to mimic journalistic content, and we believe that the form of this statement will undermine our independence and our credibility in the eyes of the public,” the petition reads in French.
“As studies have shown that this type of advertising deceives people, we should set a good example and stay away from it. Mr. Bissonet, we sincerely ask you to refrain from the tandem program. ”