STRATEGY 2015: EVERYONE, EVERY WAY Final Report for 2013 2014 French Services June 2014
TABLE OF CONTENTS 1. Introduction 2. Our Mission and Guiding Principles.... 3. French Services... 3 4 5 2
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 2013 2014 The June 2014 Report Card is the third full fiscal year report of our performance since the launch of Strategy 2015. Comments on the scores focus on comparing significant variances between the two most recent results i.e. scores recorded in 2013 2014 versus those obtained in 2012 2013. For comparison purposes, note that differences of 0.2 and above between 2013 2014 and 2012 2013 results (scores on a 10 point scale) are statistically significant. 3
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
FRENCH SERVICES 5
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 9 8 7 6 8.2 8.2 8.2 8.1 8.1 8.1 8.0 7.8 8.0 7.8 8.1 7.9 7.7 7.8 7.8 7.8 Informative Available on new platforms Enlightening Entertaining Neutral Score The results of the 2013 2014 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 14 2010 2011 2011 2012 2012 2013 2013 2014 Metric Definition: Average score refers to the average of the scores given by all respondents on a 10-point scale. Differences between 2013-2014 and 2012-2013 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
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 9 8 7 6 5 41 8.4 8.2 8.1 8.2 7.9 7.6 7.6 7.6 2010 2011 2011 2012 2012 2013 2013 2014 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 2015. Both indicators measuring the ''original, innovative and quality Canadian content'' pillar were stable compared to 2012 2013. 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 2011 2012, 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 2013-2014 and 2012-2013 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
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 9 8 7 6 5 14 7.7 7.5 7.6 7.3 7.3 7.3 7.4 7.6 7.3 7.3 7.2 7.2 6.8 7.1 6.7 6.7 2010 2011 2011 2012 2012 2013 2013 2014 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 2011 2012 results, the long term trend shows overall stability since the launch of Strategy 2015. 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 2013-2014 and 2012-2013 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
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 2012 2013 Y 2013 2014 Average Average (/10) Scores (/10) 7.7 7.7 Management s Comments Surveying the ''Diversity of Opinions'' and ''Fairness and Balance'' metrics was introduced in 2012 2013. Covers major issues in a fair and balanced way 7.7 7.8 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 2013 2014 and 2012 2013 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
PERFORMANCE BY INDIVIDUAL SERVICE 10
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. 11
OVERALL MISSION DELIVERY SCORES BY SERVICE Overall Mission Delivery Scores by Service Management s Comments 100 70 65 60 55 50 45 40 35 30 25 60 57 48 45 40 43 62 59 37 36 35 35 60 57 34 61 58 50 50 48 47 47 45 42 43 31 35 30 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. 200 2010 2011 2011 2012 2012 2013 2013 2014 Differences between 2013 2014 and 2012 2013 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
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
THE BUBBLE CHART 2013 2014 VS 2012 2013 Legend TV Radio Online Fiscal Year 2012 2013 Fiscal Year 2013 2014 2013 2014 Excluding Olympics 2 Reach Example 25% Reach Note: 1. The overall mission delivery score of each service was presented on page 12. 2. 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
BUBBLE CHART: MANAGEMENT S COMMENTS 2013 2014 VS 2012 2013 Four of the seven services comprising French Services have shown significant movements in their position since 2012 2013 and deserve a closer look. ICI Radio Canada Télé In 2013 2014, ICI Radio Canada Télé improved its net return per usage hour compared to 2012 2013, largely attributed to increased usage of its popular programming. As for its mission delivery score, it remains stable overall compared to 2012 2013. 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 2012 2013. ICI Radio Canada.ca ICI Radio Canada.ca s net return per usage improved compared to 2012 2013 driven by the positive impact of the 2014 Sochi Winter Olympics. The service, however, recorded a slightly lower mission delivery score in 2013 2014 compared to the prior year. ICI Tou.tv In 2013 2014, ICI Tou.tv recorded a lower net return per usage. However, it maintained its mission delivery score compared to 2012 2013. 15