Tuesday, November 28, 2006

Radio Canada International's new mandate

I mentioned this in the Easy Listening column posted on November 25th that RCI now has Canadian immigrants, along with prospective immigrants, as part of its mandate. This is the first time I believe an international broadcaster has specifically targeted a domestic audience.

Others will mention that Radio Sweden and YLE Radio Finland have relayed shortwave broadcasts to a domestic audience, but that was just an adjunct to the primary mission of serving an international audience.

This is different, because RCI is specifically targeting immigrants.

Longtime listeners are apprehensive about this, as it's a big change, and the new program clearly targets a younger demographic than before. IMO it's worth giving the new RCI ("RCI Viva") a chance to find its sea legs.

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