The document discusses CBC's plans to expand its mobile app capabilities to better reach youth audiences and establish long-term listening habits. It notes that 61% of Canadians listen to internet audio for over 7 hours a week and streaming is increasingly popular, especially among younger demographics. The proposal suggests a partnership with Bell Media to develop a new app that would provide customized, exclusively Canadian content while allowing local user interaction and curation. This would give Bell access to usage data and enable targeted mobile advertising to help make the app financially sustainable.

1. Subtitle
IN ASSOCIATION WITH

2. The Canadian public…are the ones who own
this public space known as broadcasting,
and regulators and creators are accountable to them.

3. Five-Year
Plan
Mobile
Trends
Canadian
Content
• CBC is known for Canadian music
• Current app is not reaching CBC’s
Five-year plan goals
• Our app will meet the growing
opportunity for mobile users
• Expansion into the youth market
and establish listening habits
CBC – THE TRUSTED LEADER IN CANADIAN CONTENT

5. THE MOVE TO MOBILE
o Increased use of
smartphones, tablets and
mobile devices
o 61% of Canadians
listen to Internet audio
for 7.1 hours/week
o 36% of those who listen
to digital music are 18-34

6. PERCENTAGE OF CANADIANS STREAMING AUDIO
13.5
15
16
18
20
16
19
21
25
26
0
5
10
15
20
25
30
2008 2009 2010 2011 2012
Francophones Anglophones

7. Customization
Exclusively Canadian

8. Local News and Interaction
The User is in the Curator’s Chair

9. PARTNERSHIP OPPORTUNITIES
 The precedent for Bell and
CBC creating engaging apps
exists already (FIFA)
 A partnership would allow
big data access and
targeted advertising for a
viable growth market
 Bell would receive 30% of
ad revenue and a reduced
fee for redistribution costs
on content

10. Costs Covered CBC Bell
Media
Marketing ⦿
App Development ⦿
Content (including licensing fees) ⦿
Forfeited Data ⦿
• Encourages a large amount of
new user revenue through
subscription or ad revenues
• Creates opportunities for
targeted advertising through
data gathering
COST VS. REVENUE OPPORTUNITIES

11. REVENUES VS. COST
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
2014 2015 2016
BELL: PROJECTED REVENUE GROWTH
Cost Revenue

12. IN CONCLUSION
o Two thirds of regular CBC listeners say they listen purely for
music
o Expanding to the mobile market is the most viable option to
establish youth media habits
o MAPL is innovative because it offers Canadian content while
simultaneously encouraging user participation

13. Questions/Commentary