Stakeholder and Employee Survey Results

Overview

Why all this research?     Employee and Stakeholder

comparative report      Public perception on key performance

indicators     Conclusions

Why all this research?

• Can’t manage what you don’t measure

• Research is a core component of strategic brand management– As conditions change, so do perceptions. Research allows us to

evaluate the strengths of the CBC/Radio-Canada brand and gives us information that can inform any required adjustments and/or repositioning to reflect changes in the environment.

Why all this research?

• Part of our performance measurement framework and reporting to Parliament

• Creation of special Board committee on Public Support

• Understanding that public is comprised of different audiences (Canadians, stakeholders/influencers, employees)

Background & Objectives

Background: CBC/Radio-Canada is undergoing a realignment of strategic direction and priorities. Survey research was therefore conducted with employees and stakeholders* to help influence the Company’s corporate vision for the future and identify key priorities.

*Includes opinion leaders from government, industry, media, academia, etc.

Background & Objectives

Objectives: The main objective of the research was to explore perceptions of CBC/Radio-Canada with employees and stakeholders. Additional objectives included extending the Challenge Us! call to action to the larger employee group and tracking Corporate Performance Indicators and other key measures over time with stakeholders (similar research was conducted with this audience in 2006).

*Includes opinion leaders from government, industry, media, academia, etc.

Methodology

1. Employee survey.• Sample size: 4,073 respondents• Population: All CBC/Radio-Canada employees• Fieldwork: April 30 to May 16, 2008• Margin of error: ± 1.2%, 19 times out of 20*• Response rate: 38%

2. Stakeholder survey.• Sample size: 673 respondents• Population: CBC stakeholder panel• Fieldwork: March 5-31, 2008• Margin of error: ± 4%, 19 times out of 20 • Response rate: 34%

• Both surveys conducted online.*Adjusted for finite population

Key Results

Employee Survey – Overview of Findings

• 80% have favourable overall impressions of CBC/Radio-Canada.

• Virtually everyone (98%) thinks it is important for Canada to have a national public broadcaster.

• Majorities attributed importance to each of the broadcaster’s mandated roles and responsibilities.

Key Results

Employee Survey – Overview of Findings• In terms of corporate priorities, there was strong and widespread

agreement that the following should be priorities:– High quality distinctive programming (95%).

– Strengthen commitment to employees (92%).

– Ensure sustainability of Canadian schedules (91%).

– Recognize importance of regional reflection (88%).

• Majorities think CBC/Radio-Canada performs well vis-à-vis its mandate, but the size of the majority varies significantly depending on area assessed. The largest gap was reported for regional programming: 89% consider it a priority vs. 53% who think CBC/Radio-Canada performs well in this area.

Key Results

Stakeholder survey– Overview of Findings

• 77% have favourable overall impressions of CBC/Radio-Canada.

• 89% think it is important for Canada to have a national public broadcaster.

• 83% feel CBC/Radio-Canada is important to them personally.

• 74% think it is important for the Corporation’s mandate to be reviewed regularly.

• Majorities attributed importance to each of the broadcaster’s mandated roles and responsibilities.

Key Results

Stakeholder survey– Overview of Findings

• Stakeholders were more critical of CBC/Radio-Canada when it comes to performance: 32% felt the Corporation does not have a clear vision for the future.

Just over one in five did not think the Corporation brings Canadians together, pays attention to what the public thinks, or is innovative.

Detailed Findings

Overall Impression of CBC/Radio-Canada

Q: All things considered, what is your overall impression of CBC/Radio-Canada?

14

31 32

13

6

17

35

28

12

42 13 1

7 6 5 4 3 2 1Employees (n=4073)

Stakeholders (n=673)Very favourable Very unfavourable

Percentage (%)

Detailed Findings

Importance of CBC/Radio-Canada

Q: How important is it for Canada to have a national public broadcaster like CBC/Radio-Canada?

Percentage (%) saying it is important

Base: 4073 employees; 673 stakeholders

89

98

Stakeholders

Employees

Detailed Findings

Perceptions of CBC/Radio-Canada

Q: Please rate your level of agreement with the following statements about CBC/Radio-Canada as a whole.

Percentage (%) offering positive scores

88

79

68

68

63

45

78

65

55

64

50

28

Employees (n=4073) Stakeholders (n=673)

Important to Canadian culture/identity

Provides values for money

Is innovative & creative

Brings Canadians together

Pays attention to what public thinks

Has clear vision for future

Detailed Findings

Importance of Roles & ResponsibilitiesQ: As Canada’s national public broadcaster, CBC/Radio-Canada has various roles and

responsibilities, as stipulated in the 1991 Broadcasting Act, from which it draws its mandate. Please identify the level of importance that you attribute to each of the following.

Percentage (%) saying it is important

95

94

94

91

89

87

84

84

91

89

86

83

83

78

70

76

Employees (n=4073)

Stakeholders (n=673)

Providing Cdn. perspective on ntl./intl. events

Providing access to CBC/R-C services to all Cdns.

Providing high quality distinctive Cdn. programming*

Promoting Cdn. culture/identity

Providing regional programming

Providing programs of interest to many

Entertaining people

Reflecting multicultural nature of Cda.

*Asked only of those stakeholders who completed the English survey.

Detailed Findings

Performance Vis-à-Vis Roles & Responsibilities

Q: How would you rate the performance of CBC/Radio-Canada in these same areas?

Percentage (%) offering positive scores

87

75

74

74

67

64

62

53

82

72

71

70

61

60

69

55

Employees (n=4073) Stakeholders (n=673)

Providing Cdn. perspective on ntl./intl. events

Promoting Cdn. culture/identity

Providing access to CBC/RC services to all Cdns.

Providing high quality distinctive Cdn. programming*

Entertaining people

Providing programs of interest to many

Reflecting multicultural nature of Cda.

Providing regional programming

*Asked only of those stakeholders who completed the English survey.

Detailed Findings

CBC/Radio-Canada Roles & Responsibilities: Performance Gap

CBC/Radio-Canada Employees

Roles & Responsibilities Priority %

‘important’

Performance %

‘good’

Gap %

Providing regional programming 89 53 -36

Providing programs of interest to many different groups 87 64 -23

Reflecting multicultural nature of Cda. 84 62 -22

Providing access to TV & radio services to all Cdns. 94 74 -20

Providing high quality distinctive Cdn. programming 94 74 -20

Promoting Cdn. culture/identity 91 75 -16

Entertaining people 84 67 -17

Providing Cdn. perspective on ntl./intl. events 95 87 -8

Detailed Findings

CBC/Radio-Canada Roles & Responsibilities: Performance Gap

CBC/Radio-Canada Stakeholders

Roles & Responsibilities Priority %

‘important’

Performance %

‘good’

Gap %

Providing regional programming 83 55 -28

Providing access to TV & radio services to all Cdns. 89 71 -18

Providing programs of interest to many different groups 78 60 -18

Providing high quality distinctive Cdn. programming* 86 70 -16

Promoting Cdn. culture/identity 83 72 -11

Entertaining people 70 61 -9

Providing Cdn. perspective on ntl./intl. events 91 82 -9

Reflecting multicultural nature of Cda. 76 69 -7

Detailed Findings

Perceptions of Corporate PrioritiesQ: Over the last six years, CBC/Radio-Canada’s strategic direction has been driven by the

following eight corporate priorities. Looking ahead to the next five years or so, please identify the level of priority that you think the Corporation should attribute to each of these items.

42

43

50

60

71

75

82

86

24

24

20

17

16

10

9

14

13

13

11

7

6

4

3

6

5

5

5

2

1

1

1

8

5

7

5

2

1

1

1

18

7-6 5 4 3 2-1

Percentage (%)

7 = highest priority, 1 = not a priority at all

Ensure high quality distinctive programming.

Strengthen CBC/Radio-Canada's commitment to all its employees.

Ensure sustainability of CBC/Radio-Canada's Canadian schedules.

Recognize importance of regional reflection

Demonstrate CBC/Radio-Canada is well-managed & generate cash flow.

Reinforce capacity to work as 1 integrated company.

Enhance/strengthen stakeholder relationships.

Position to enhance ability to fulfill mandate via alliances & partnerships.

Base: 4073 employees

Detailed Findings

Preferred Priorities Over Next 5 YearsQ: Again looking ahead to the next five years or so, what do you think are the most important

priorities or directions that CBC/Radio-Canada should pursue to effectively fulfill its mandate as Canada’s national public broadcaster?

Ensure high quality, distinctive programming

Employee relations

Focus on content production not media/broadcasting

Focus on Cdn. content

More regional / local reflection / programming

Adapt to new technologies (digital, HD, web)

Meet Canadians’/audience needs/be relevant

More effective, efficient mgmt.Secure more/stable funding

Better reflect multicultural Canada / Cdn. diversity

Be distinct from private broadcasters

Greater emphasis on news/current affairsBecome 1 integrated company

Fulfill/focus on public broadcaster mandate

Do not focus on ratings

Promote/support Cdn. identity/culture/talent

Be transparent, visible and accessible

Continue to develop high quality A&E programs

Other

2

2

2

3

3

4

4

5

5

6

6

7

9

9

9

11

15

21

19

Percentage (%)

Detailed Findings

Impressions of CBC’s English-Language Services

Q: What is your overall impression of each of the services that you are aware of?

79 83 79

607477 72 68 63

52

Radio One Newsworld CBCTelevision

Radio 2

Employees

Stakeholders

Percentage (%) offering positive scores

Base: those aware/familiar with service*Asked only of stakeholders who completed the English survey.

CBC.ca

Detailed Findings

Impressions of CBC’s French-Language ServicesQ: What is your overall impression of each of the services that you are aware of?

Percentage (%) offering positive scores

Base: those aware/familiar with service

81 81 7988

7263 62 58 55 55

PremièreChaîne

Télévision deRadio-Canada

RDI EspaceMusique

Employees (n=2760-3655)

Stakeholders (n=179*)

*Asked only of stakeholders who completed the French survey.

Radio-Canada.ca

Detailed Findings

Use of English-Language Services

Q: Which of the following CBC/Radio-Canada services…have you personally used in the last 3 months?

Percentage (%)

58

82

83

68

93

38

59

70

73

86

CBC Radio Two

CBC Radio One

CBC Newsworld

CBC Television

Employees (n=4073)Stakeholders (n=494*)

NOTE: Data not entirely comparable. Stakeholders were asked about use in the past month.

*Asked only of stakeholders who completed the English survey.

CBC.ca

Detailed Findings

Use of French-Language Services

Q: Which of the following CBC/Radio-Canada services…have you personally used in the last 3 months?

Percentage (%)

NOTE: Data not entirely comparable. Stakeholders were asked about use in the past month.

*Asked only of stakeholders who completed the French survey.

71

83

92

81

98

37

44

51

54

58

Espace musique

Première Chaîne

RDI

Télévision deRadio-Canada

Employees (n=4073)Stakeholders (n=179*)

Radio-Canada.ca

Conclusions

Widespread support across all audience segments for the mandate, role and responsibilities of the public broadcaster.

Public perception on the Corporation’s key performance indicators is strong and holding steady, if not improving (e.g. distinctiveness) over time.

There are noticeable gaps between perceived priorities and performance against those priorities –gaps that we should be looking to narrow over time. Among these, regional programming stands out, whereas providing a Canadian perspective on national and international events is where the gap is narrowest.

Perhaps not surprisingly, stakeholders and employees each perceive a lack of a clear vision for the future, which is what makes what you’re doing here at Challenge Us! so important.