STRATEGY 2015: EVERYONE, EVERY WAY Final Report for

Transcription

1 STRATEGY 2015: EVERYONE, EVERY WAY Final Report for French Services June 2014

2 TABLE OF CONTENTS 1. Introduction 2. Our Mission and Guiding Principles French Services

3 INTRODUCTION Measuring our success against Strategy 2015: Everyone, Every way A central feature of Strategy 2015 is the establishment of metrics to track and assess our performance. We have developed a report card that allows us to monitor how well our services fulfill the Corporation s mandate under the 1991 Broadcasting Act, and the degree to which our programming adheres to the guiding principles of our plan. This information is obtained from surveys conducted among representative samples of Canadians. Final Report Card for The June 2014 Report Card is the third full fiscal year report of our performance since the launch of Strategy Comments on the scores focus on comparing significant variances between the two most recent results i.e. scores recorded in versus those obtained in For comparison purposes, note that differences of 0.2 and above between and results (scores on a 10 point scale) are statistically significant. 3

4 THE ACCOMPLISHMENT OF OUR MISSION IS BASED ON FOUR PILLARS AND GUIDING PRINCIPLES Mission CBC/Radio Canada will be the recognized leader in expressing Canadian culture and will enrich the democratic life of all Canadians through Pillar 1 Pillar 2 Pillar 3 Pillar 4 Pillars original, innovative, quality Canadian content that reflects and draws together Canadians actively engaging with audiences while being cost effective and accountable Guiding Principles Creating and delivering quality content for, by and about Canada and Canadians Leading in Canadian cultural expression Offering a distinctly Canadian perspective Investing in differentiated programming Contributing to shared national consciousness and identity Reflecting Canada s multicultural diversity Reflecting the regions to themselves and to the country Contributing to diversity of voices and to social cohesion Serving a large number of Canadians Reflecting content preferences of Canadian audiences across a mix of genres Adapting to evolving media usage of Canadians across platforms Delivering our services in the most efficient manner Ensuring the economic sustainability of our services Optimizing the percent of funds spent on content Commitment to "signature event" programming and Provide a Wide Range of Programming that Informs, Enlightens and Entertains 4

5 FRENCH SERVICES 5

6 HOW DOES FRENCH SERVICES FULFILL ITS MANDATE UNDER THE ACT? Radio Canada's French language Radio and Television Programming is Management s Comments Average (/10) 10 Strongly Agree Agree Informative Available on new platforms Enlightening Entertaining Neutral Score The results of the tracking surveys confirm that Francophones continue to believe that CBC/Radio Canada s French Services is fulfilling its mandate under the 1991 Broadcasting Act. French Services received high scores for each aspect of its mandate that was measured, ranging from 7.8 (entertaining) to 8.1 (informative and available on new platforms). 5 Disagree / Strongly Disagree Metric Definition: Average score refers to the average of the scores given by all respondents on a 10-point scale. Differences between and results are statistically significant if equal to or greater than 0.2. They are presented as follows: Decrease Stable Increase + Source: TNS Canadian Facts (1,200 Francophones per survey for a total of 2,400 Francophones per year). Surveys are conducted in November and March of each year. 6

7 HOW DOES FRENCH SERVICES PROGRAMMING FARE AGAINST THE GUIDING PRINCIPLES OF STRATEGY 2015? Radio Canada's Programming 1... Pillar 1: Original, Innovative, Quality Canadian Content Management s Comments Average (/10) 10 Strongly Agree Agree Disagree / Strongly Disagree Is high quality Is different from that offered on other channels Neutral Score Francophones continue to respond positively to initiatives French Services has announced or introduced since the launch of the Strategy Both indicators measuring the ''original, innovative and quality Canadian content'' pillar were stable compared to And, as in the past, French Services programming and content received its highest score for being of ''high quality'' (8.2). However, excluding the peak in , results remained fairly stable. Following the launch of Strategy 2015, Francophones' perception that French Services' programming is of ''high quality'' and ''different from that offered on other channels'' has increased. Budget cuts as a result of Federal Budget 2012, the gradual elimination of the LPIF fund and the shortfall in advertising revenue compared to plan have all impacted our ability to continue the roll out of Strategy 2015 as we had originally planned. Metric Definition: Weighted averages of the perception scores obtained by each individual service on a 10-point scale. Differences between and results are statistically significant if equal to or greater than 0.2. They are presented as follows: Decrease Stable Increase + 1. Programming and content offered on any of our services i.e., ICI Radio Canada Télé, ICI RDI, ICI ARTV, ICI Radio Canada Première, ICI Musique, ICI Radio Canada.ca and ICI Tou.tv. Source: TNS Canadian Facts (1,200 Francophones per survey for a total of 2,400 Francophones per year). Surveys are conducted in November and March of each year. 7

8 HOW DOES FRENCH SERVICES PROGRAMMING FARE AGAINST THE GUIDING PRINCIPLES OF STRATEGY 2015? Radio Canada's Programming 1... Pillar 2: Reflects/Draws Canadians Together Management s Comments Average (/10) 10 Strongly Agree Agree Disagree / Strongly Disagree Reflects regions of Canada Reflects my culture Reflects diversity Reflects my region Neutral Score All four metrics measuring Francophones' perception that CBC/Radio Canada's Frenchlanguage programming ''reflects and draws Canadians together'' maintained the results recorded last year. The metrics ''reflects regions of Canada'' and "reflects my culture" continue to receive the highest scores (7.3). Furthermore, besides the peak recorded in the results, the long term trend shows overall stability since the launch of Strategy It is important to note that these results were achieved despite fewer financial resources as a result of Federal Budget 2012, the gradual elimination of the LPIF fund and the shortfall in advertising revenue compared to plan that have impacted our ability to continue the roll out of Strategy 2015 as we had originally planned. Metric Definition: Weighted averages of the perception scores obtained by each individual service on a 10-point scale. Differences between and results are statistically significant if equal to or greater than 0.2. They are presented as follows: Decrease Stable Increase + 1. Programming and content offered on any of our services i.e., ICI Radio Canada Télé, ICI RDI, ICI ARTV, ICI Radio Canada Première, ICI Musique, ICI Radio Canada.ca and ICI Tou.tv. Source: TNS Canadian Facts (1,200 Francophones per survey for a total of 2,400 Francophones per year). Surveys are conducted in November and March of each year. 8

9 PERCEPTION OF FRENCH SERVICES INFORMATION PROGRAMMING AS REFLECTING A DIVERSITY OF OPINIONS AND COVERING MAJOR ISSUES IN A FAIR AND BALANCED WAY Radio Canada s Information Programming 1... Reflects a diversity of opinions on a wide range of issues Y Average Average (/10) Scores (/10) Management s Comments Surveying the ''Diversity of Opinions'' and ''Fairness and Balance'' metrics was introduced in Covers major issues in a fair and balanced way The information programs produced by French Services maintained the perception scores that were obtained last year. Metric Definition: Average score refers to the average of the scores given by all respondents on a 10 point scale. Differences between and results are statistically significant if equal to or greater than 0.2. They are presented as follows: Decrease Stable Increase 1. Radio, television or online information programming. Source: TNS Canadian Facts (1,200 Francophones per survey for a total of 2,400 Francophones per year). Surveys are conducted in November and March of each year. 9

10 PERFORMANCE BY INDIVIDUAL SERVICE 10

11 OVERALL MISSION DELIVERY SCORES BY SERVICE The Overall Mission Delivery Score is a composite score summarizing a service s performance across the first three pillars of CBC/Radio Canada's guiding principles (see page 4): 1. Original, Innovative, Quality Canadian Content (pillar 1) ; 2. Reflects and Draws Canadians Together (pillar 2); and, 3. Engaging Audiences (pillar 3). The mission delivery scores follow on page

12 OVERALL MISSION DELIVERY SCORES BY SERVICE Overall Mission Delivery Scores by Service Management s Comments ICI Radio Canada Télé ICI Radio Canada Première ICI RDI ICI Radio Canada.ca ICI Musique ICI ARTV ICI Tou.tv Overall, the various services contributions to mission delivery have remained stable since the same measurement period last year. Only two of the services measured show slight changes in their overall score. ICI RDI and ICI Radio Canada.ca both show slight drops of 2 points in their contribution to achieving our mission. Also of note, ICI Radio Canada Télé and ICI Radio Canada Première remain the services that contribute most to mission delivery Differences between and results are statistically significant if equal to or greater than 0.2. They are presented as follows: Decrease Stable Increase + Source: BBM Canada; comscore; TNS Canadian Facts (1,200 Francophones per survey for a total of 2,400 Francophones per year). Surveys are conducted in November and March of each year. 12

13 THE BUBBLE CHART The Bubble Chart is a snapshot in time showing where our services stand in terms of mission delivery and their net return per usage hour. It has been developed to help us visualize the delivery of our mission, our cost efficiency, as well as changes to our performance over time. How to interpret the chart? A higher position along the y axis means that a service has improved its ability to contribute to CBC/Radio Canada's mission. A shift to the right on the x axis 1 means that a service is now more cost effective. Finally, an increase in bubble size means that a service is reaching more Francophones. 1. The net return per usage hour is a ratio comprised of two different measures. The numerator is the net cost of providing a service (i.e., Total Program Costs minus Revenue Generated), while the denominator is the time spent with the service. 13

14 THE BUBBLE CHART VS Legend TV Radio Online Fiscal Year Fiscal Year Excluding Olympics 2 Reach Example 25% Reach Note: 1. The overall mission delivery score of each service was presented on page Excludes Olympics content for net return per usage hour (cost, revenue and usage). Source: BBM Canada; comscore; TNS Canadian Facts (1,200 Francophones per survey for a total of 2,400 Francophones per year) Surveys are conducted in November and March of each year; French Services Budgets. 14

15 BUBBLE CHART: MANAGEMENT S COMMENTS VS Four of the seven services comprising French Services have shown significant movements in their position since and deserve a closer look. ICI Radio Canada Télé In , ICI Radio Canada Télé improved its net return per usage hour compared to , largely attributed to increased usage of its popular programming. As for its mission delivery score, it remains stable overall compared to ICI RDI Although ICI RDI s mission delivery score recorded a slight year over year decrease, its net return per usage hour remained stable with ICI Radio Canada.ca ICI Radio Canada.ca s net return per usage improved compared to driven by the positive impact of the 2014 Sochi Winter Olympics. The service, however, recorded a slightly lower mission delivery score in compared to the prior year. ICI Tou.tv In , ICI Tou.tv recorded a lower net return per usage. However, it maintained its mission delivery score compared to