DAILY NEWS Oct 17, 2024 3:06 PM - 0 comments

CBC Announced As Facebook's Canadian Broadcast Partner Utilizing New TV Tools

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    CBC is breaking new ground again, this time as the first Canadian broadcaster partnering with Facebook to utilize its new tools for broadcast media outlets.

    The announcement came on Monday, Oct. 7 from Dan Rose, VP Partnerships for Facebook, during his keynote address at MIPCOM, when he mentioned a handful of global broadcasters would gain access to Facebook's Keyword Insights API and Public Feed API. These tools will enable CBC to feature a real-time feed of public posts in their broadcasts, and to measure the engagement around keywords from specific programs. Since Facebook is a platform based on real identity, CBC will be able to understand the basic demographics and location of the people that are talking about their programs, in an anonymized and aggregated format.

    “With over 12 million Canadians active on Facebook every single day, utilizing Facebook’s new tools for broadcast media is a natural step in our goal to more deeply connect Canadians with each other and the moments we bring into living-rooms across the country,” said Neil McEneaney interim vice president, English services, CBC.

    "In the old days, people would gather around the office water cooler to discuss what they watched on TV the night before. Today the water cooler is online, and on Facebook,” said Dan Rose, VP Partnerships, Facebook. “We’re focused on building tools and partnerships to better connect people with the TV programming they love, and we’re excited to continue expanding our partnerships around the world to support this effort."

    CBC is one of the first international partners to integrate data from these new tools into on-air programming, through the hit primetime skating competition series, Battle of the Blades. The integration involves using the Facebook data, to show audience support for individual competitors on a map of Canada, during the show.

    Pictures and videos from fans on Twitter, Facebook and Instagram have also been incorporated into the programming. This integration is unique given it is part of the set of the show itself; becoming a natural part of the story and allowing competitors and the audience to engage with it accordingly.

    CBC’s partnership positions the public broadcaster as a world leader in social TV technology and broadens our reach, as Facebook has the largest audience of any social network with 19 million Canadians accessing the service every month.


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