NEW FORMAT FOR ADVERTISERS


IT'S TIME FOR A BREAK!
Media Solutions 

A BREAK WHOSE TIME HAS COME!

Montreal, April 30, 2018 – CBC & Radio-Canada Media Solutions is breaking new ground once again by offering advertisers and agencies the chance to integrate their spots within themed breaks. For the first time in Canada, commercial pods will be able to accommodate spots linked by a shared theme and with a tie-in to the program. So, for the “music” themed break, the common thread will be soundtracks that showcase music by homegrown artists. An original, intriguing concept, don't you think?

“With this content marketing product, we want to provide media placement opportunities that stand out in the crowded advertising space. These themed breaks deliver real added value,” said Reneault Poliquin, Executive Director, Multiplatform Media Sales, Quebec and Eastern Canada, CBC & Radio-Canada Media Solutions.


EVENT CONTENT

The selected properties are among the most popular on the TV landscape, including the season finale of Les chefs! (foodie break), the Gala de l'ADISQ (music break), the Gala des prix Gémeaux (your homegrown stars) and the Gala les Olivier (comedy break). A 10-second opening billboard will present the theme and, throughout the break, a specially designed lower third will be visible onscreen. And sometimes the hosts themselves will introduce the breaks.

Radio-Canada proudly supports this innovative initiative and, therefore, other themed breaks will be added during the year.


STIMULATING CREATIVITY

This bold CBC & Radio-Canada Media Solutions content marketing initiative achieves a number of goals. The new ad format will definitely catch viewers' attention and kick-start the conversation about content. The strategy aims to place ads in context with the content to generate greater engagement and response. We also think it's a great way to add value to advertising products and the wider ad industry. Plus, creative minds will be put to the test (and we know they love a challenge!) to live up to the media concept.