CBC & Radio-Canada Media Solutions

What CBC & Radio-Canada Media Solutions does

CBC & Radio-Canada Media Solutions is the advertising and commercial solutions division of CBC/Radio-Canada, Canada's federal Crown corporation national public broadcaster, operating as the entity's revenue-generating arm across 19 platforms spanning television (CBC, ICI TÉLÉ), digital streaming (CBC Gem, ICI TOU.TV), radio (ICI PREMIÈRE, ICI MUSIQUE, CBC Listen), news (CBC News Network, ICI RDI), podcasts (CBC Podcasts, OHdio), and specialty channels (Documentary Channel, ICI ARTV, ICI Explora, CBC Comedy, CBC News Explore). The company reaches nearly 8 in 10 Canadians (33.7 million) monthly, with 97% reach of Quebec Francophones and 61% reach of English-speaking Canadians 18+, and holds exclusive Canadian broadcasting rights for the Olympic Games through Paris 2024, Milano Cortina 2026, and Los Angeles 2028.

The business monetizes this audience through multiple revenue streams: traditional linear TV advertising, digital advertising (audio, video, banners) sold via the MAX CBC/Radio-Canada self-serve platform and direct sales, sponsorship and integrations, branded content, in-house commercial production, subscription streaming (CBC Gem, ICI TOU.TV), and archive licensing sales. The company employs a hybrid go-to-market model combining dedicated field sales specialists who develop customized advertising plans for enterprise clients and agencies with a 24/7 self-serve digital buying platform for mid-market and SMB advertisers. Proprietary technology includes the MAX digital ad-buying platform and the CarbonIQ Emissions Calculator, a sustainability measurement tool for advertising campaigns. Select named customers include L'Alliance de l'industrie touristique du Québec, Corbeil Électroménagers, Les vins Bé, and VIA Rail Canada.

Government and public institutions form a secondary segment alongside primary national/regional advertisers and media agencies. The company is fully owned by the Government of Canada, receives parliamentary appropriations, and operates at arm's length under the Broadcasting Act with oversight from the CRTC. Leadership includes Hisham Ghostine as Director General and Chief Revenue Officer, with overlapping mandates for digital products, revenue strategy, and data strategy and monetization.

Name

CBC & Radio-Canada Media Solutions

Legal name

Canadian Broadcasting Corporation/Radio-Canada

Website

https://solutionsmedia.cbcrc.ca

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

11–50 employees

Short description

CBC & Radio-Canada Media Solutions is the advertising and commercial solutions arm of Canada's national public broadcaster, selling multiplatform advertising across 19 television, digital, radio, and podcast properties to national and regional advertisers, media agencies, and government clients across Canada.

Ownership category

akta.pro rank

Product category

Broadcast Advertising and Media Solutions

NAICS

Radio and Television Broadcasting Stations (5161), Television Broadcasting Stations (51612), Radio Broadcasting Stations (51611), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Advertising (7310), Television Broadcasting Stations (4833), Services-Advertising Agencies (7311)

akta.pro primary industry

Video/CTV/OTT Media Buying (MPAAABAE)

akta.pro secondary industries

Connected TV (CTV) & OTT Performance Advertising (BPAFACAG), Radio Advertising Sales & Representation (Local/National, Network Ad Sales) (MPAIAEAI), Branded Content & Sponsorship Licensing (Integrations, Product Placement) (MPABANAH), Content Aggregators & Syndication Networks (Multi-Program Bundlers) (MPABAMAJ)

Keywords

• Broadcast advertising
• Digital ad buying
• Multiplatform media
• Branded content
• Advertising solutions

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Television Advertising: Traditional linear TV broadcast advertising across CBC English-language network and ICI TÉLÉ French-language network, including specialty channels. Revenue generated through pre-roll, mid-roll, display advertisements, and commercial placements.
2. Digital Advertising: Digital ad inventory across 19 platforms including websites, streaming services (CBC Gem, ICI TOU.TV), mobile apps, and podcast platforms. Includes audio, video, and banner advertising through MAX platform.
3. Sponsorship and Integrations: Custom solutions that optimize ad content delivery including sponsorship of shows, product integrations, co-branded content, composite logos, and title sponsorships.
4. Branded Content: Custom storytelling solutions that merge brand and message with premium engaging content, including written branded content, video content, and social media partnerships.
5. Commercial Production: In-house production services offering design to distribution for advertising campaigns, providing turnkey creative solutions.
6. Subscription Streaming: CBC Gem and ICI TOU.TV streaming platforms offering on-demand digital video content including original shows, acquisitions, and feature films. CBC Gem features ad-supported streaming (FAST) channels including CBC Comedy and CBC News Explore.
7. Archive Sales and Distribution: Exclusive access to CBC/Radio-Canada's archive content for research and educational needs.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

CBC & Radio-Canada Media Solutions sells advertising inventory and related advertising services across 19 owned broadcast, digital streaming, radio, and podcast platforms reaching nearly 8 in 10 Canadians monthly. The division monetizes its audience through linear TV commercials, digital audio/video/banner ads served via the MAX self-serve platform, sponsorships and show integrations, branded content, and in-house commercial production. It also licenses archive content and operates the CarbonIQ emissions calculator for responsible media campaigns.

Product overview

CBC & Radio-Canada Media Solutions offers a multiplatform advertising ecosystem across 19 platforms spanning television, digital streaming, audio, and online properties. The portfolio includes English-language platforms (CBC, CBC GEM, CBC News Network, CBC Listen, CBC Podcasts, CBC Comedy, CBC News Explore, cbc.ca) and French-language platforms (ICI TÉLÉ, ICI TOU.TV, ICI RDI, ICI ARTV, ICI EXPLORA, ICI PREMIÈRE, ICI MUSIQUE, OHdio, Radio-Canada.ca, Mordu). Key services include the MAX CBC/Radio-Canada digital ad-buying platform, Sponsorship and Integrations, Branded Content, Commercial Production, CarbonIQ Emissions Calculator, and Archive Sales. The company reaches nearly 8 out of 10 Canadians each month, serving as Canada's national public broadcaster offering content in English, French, and eight Indigenous languages.

Differentiator

Problem solved

Functional benefit

Brands

• CBC GEM: On-demand digital platform for English-language video content featuring original shows, acquisitions and feature films
• ICI TOU.TV
• CBC Listen
• CBC Podcasts
• OHdio
• CBC News Explore
• CBC Comedy
• Mordu
• MAX CBC/Radio-Canada
• CarbonIQ
• ICI TÉLÉ
• CBC News Network
• Documentary Channel
• ICI RDI
• ICI ARTV
• ICI EXPLORA
• ICI PREMIÈRE
• ICI MUSIQUE

Products and services

• MAX CBC/Radio-Canada Self-serve digital ad-buying platform offered to advertisers and agencies for purchasing audio, video, and banner advertising across CBC/Radio-Canada's digital content, with customized targeting and performance tracking available 24/7.
• Sponsorship and Integrations Custom advertising solutions that optimize ad content delivery through sponsorships, product integrations, co-branded content, composite logos, and title sponsorships across the broadcaster's programming.
• Branded Content Custom storytelling solution that merges brand and message with premium engaging content, including written branded content, video content, and social media partnerships.
• Commercial Production In-house production services offering design to distribution for advertising campaigns, providing turnkey creative solutions for brands seeking optimal visibility.
• CarbonIQ Emissions Calculator Analytics tool for measuring emissions from advertising campaigns as part of CBC/Radio-Canada's responsible media initiatives.
• Distribution - Archive Sales Licensed access to CBC/Radio-Canada's archive content for research and educational needs.
• CBC Television Advertising Television advertising inventory on CBC's primary English-language channel featuring entertainment, sports, news, and current affairs programming.
• ICI TÉLÉ Television Advertising Television advertising inventory on ICI TÉLÉ, the main French-language television channel of CBC/Radio-Canada, offering entertainment, news, and current affairs programming.
• CBC Gem Advertising Digital advertising inventory on CBC Gem, an on-demand digital platform for English-language video content featuring original shows, acquisitions, and feature films.
• ICI TOU.TV Advertising Digital advertising inventory on ICI TOU.TV, the largest French-language digital television platform in Canada, offering a selection of video content accessible at any time.
• CBC News Network Advertising Television advertising inventory on CBC News Network, an English-language 24/7 news channel where Canadians turn for live breaking news, local perspective, and trustworthy coverage.
• CBC Listen Advertising Digital audio advertising inventory on CBC Listen, a digital audio platform offering award-winning Canadian content in English from CBC Podcasts, CBC Radio, and CBC Music.
• CBC Podcasts Advertising Digital audio advertising inventory on CBC Podcasts, a digital audio platform featuring a collection of award-winning English-language podcasts recognized internationally.
• OHdio Advertising Digital audio advertising inventory on OHdio, the digital platform for French-language audio content combining radio offerings of ICI PREMIÈRE and ICI MUSIQUE with exclusive podcasts, audiobooks, and music playlists.
• CBC Comedy FAST Channel Advertising Free ad-supported streaming (FAST) channel advertising inventory featuring CBC's acclaimed original comedy series, sketch shows, and stand-up specials.
• Mordu Advertising Digital advertising inventory on Mordu, Radio-Canada's gourmet food destination offering Quebec gastronomy content with more than 7,000 recipes and culinary news.

Quantifiable outcome

• Nearly 8 out of 10 Canadians (33.7 million) reached monthly across all platforms
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• Olympic Broadcasting Rights (Paris 2024, Milano Cortina 2026, LA 2028)coreOthers · 1 July 2024CBC/Radio-Canada holds exclusive Canadian broadcasting rights for the Olympic Games, serving as the official broadcaster for Paris 2024, Milano Cortina 2026, and Los Angeles 2028, reaching 70-75% of Canadians during Olympic coverage.
• RDS (Réseau des sports)coreStrategic or Co-development Partner · 1 July 2024Partnership with RDS for Olympic Games coverage in Quebec, with ICI TÉLÉ and RDS together reaching 80% of Quebec Francophones during Paris 2024 and 82% during Milano Cortina 2026.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Bell Media: Bell Media operates Canada's leading commercial broadcast network (CTV) plus Crave streaming, news properties (CP24, BNN), and radio/audio; directly competes with CBC & Radio-Canada Media Solutions for the same national advertiser budgets across English and French Canada.
• Quebecor / TVA Group: Quebecor owns TVA Group, Quebec's dominant French-language commercial broadcaster, and competes head-to-head with Radio-Canada for French-Canadian advertising dollars; its TVA Sports rights and Club Illico streaming platform are direct counterparts to ICI TÉLÉ and ICI TOU.TV.
• Rogers Sports & Media: Rogers operates Citytv, OMNI television, Sportsnet, and a suite of radio stations across Canada, selling advertising against premium live sports and English-language entertainment programming comparable to CBC's portfolio.
• Corus Entertainment: Corus owns Global Television (Canada's other major English-language broadcast network) and a portfolio of specialty channels plus the StackTV streaming service; competes with CBC for national ad budgets in the English-language market.

Broad incumbents

• PBS (Public Broadcasting Service): PBS is the US public broadcasting service offering TV, streaming (PBS Video), and digital content supported by underwriting and corporate sponsorship; comparable as a public-interest broadcaster that monetises audience reach via sponsor messaging rather than traditional spot advertising.
• Channel 4: Channel 4 is a UK publicly-owned but commercially-funded broadcaster operating Channel 4 streaming and a portfolio of linear channels; comparable to CBC/Radio-Canada Media Solutions as a public-interest broadcaster competing for ad revenue against major commercial players.
• ITV plc: ITV is the UK's largest commercial broadcaster and streaming operator (ITVX), selling advertising across linear and digital; comparable as a hybrid public-interest/commercial broadcaster with significant premium-content-driven ad revenue.
• BBC (British Broadcasting Corporation): The BBC is the UK's national public broadcaster funded by the licence fee, operating BBC One, BBC iPlayer, BBC Sounds, and BBC News; structurally the closest international analog to CBC/Radio-Canada given its public-broadcaster mandate, multiplatform advertising-sales model (via BBC Studios), and bilingual/multilingual programming requirements.

Regional players

• TF1 Group: TF1 is France's leading free-to-air commercial broadcaster with streaming via MYTF1 and a portfolio of specialty channels; comparable as a multiplatform French-language broadcaster selling mass-market advertising inventory, though geographically distinct.
• Australian Broadcasting Corporation (ABC): The ABC is Australia's national public broadcaster operating TV, radio, streaming (ABC iview, ABC Listen), and digital news; structurally analogous to CBC/Radio-Canada including its multicultural/multilingual programming mandate, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCT53Egi_dvYocRAFf-zw3kA
• LinkedInlinkedin.com/company/cbc-rc-solutions-media-solutions

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CBC & Radio-Canada Media Solutions