In-house study calls CBC 'stuffy, uptight' by Tim Naumetz

OTTAWA - An internal CBC study has found viewers suspect the government-owned broadcasting corporation is politically biased, and they see its flagship national TV newscast as "stuffy and condescending" with too many "pontificating" experts discussing politics.

A summary of the 1,000-page study also suggests CBC-TV news may need a new anchor -- an apparent reference to veteran anchor Peter Mansbridge -- and that it must change its image and style to attract younger viewers.

The study also challenges the long-held CBC goal of reflecting the country through Canadian eyes, saying that goal has gone "beyond mandate into mantra and, we must now argue, it has run its course."

The summary says: "CBC News will need to shed some of its image of being 'politically biased' and supporting government opinion." The summary did not say how many viewers believe the CBC is biased.

The 35-page executive summary, obtained by CanWest News Service, was distributed to all CBC news staff last month. Tony Burman, editor-in-chief of CBC News, Current Affairs and Newsworld, said in an accompanying letter the results will be used to help draft a blueprint for an integrated CBC News division.

The study was done by two private-sector research companies and was the most extensive of its kind, drawing on the views of thousands of Canadians from coast to coast, Mr. Burman wrote.

The summary said CBC News is "vulnerable" in a fast-changing world and risks being left behind in competition from other networks, notably CNN and the British Broadcasting Corp.

Among other things, the survey found many viewers believe there is too much political news on CBC, and younger viewers want more international news.

While the survey found CBC was the only choice for some viewers looking for serious news coverage, "for others, CBC, especially The National, is stuffy, condescending, uptight with endless pontificating experts."

The study said that in the survey, discussion about CBC political coverage "is always raised and no subject caused more animated discussion and general frustration. Few people will argue that it is important, but almost everyone felt that they simply had too much of it, or that certain subjects were done to death."

In a separate executive summary of a public opinion survey by Research Strategy Group, included in the main summary distributed by Mr. Burman, analysts said CBC News would increase its audience share with a reporting style that was more engaging and approachable. "Its core weakness is that CBC News is not seen as inclusive, but rather, exclusive -- being for older people, not for the young," the summary said.

"The image of CBC news on being 'engaging' can best be enhanced by having a more youthful and lively style, a style more people like, and journals, hosts and a news anchor more people would like," the summary said.

A CBC spokeswoman said she does not believe the reference to "anchor" was a shot at Mr. Mansbridge.

The chief correspondent and anchor of The National since 1988, with many friends and associates in the political world, Mr. Mansbridge has a tradition of taking hands-on control of major stories in Ottawa and Parliament, such as the Speech from the Throne and Prime Minister Paul Martin's recent swearing-in ceremony at Rideau Hall.

"I think it means news anchors," said spokeswoman Ruth-Ellen Soles. She said the study covered all aspects of CBC News, not just The National.

"It means The National, it means regional, it means Canada Now, it means local, it means everything," Ms. Soles said. "We have a huge news service, it probably means Newsworld, you know, everything."

Ms. Soles, who declined to release the cost of the survey, said it also found positive comments about CBC news coverage. The survey will be used over several years to stimulate debate within the corporation and to draft a plan to take the CBC into the future.

A former CBC Ottawa bureau chief who now teaches journalism at Carleton University said the survey findings about demand for more international news and more coverage appealing to younger people match the results of other recent surveys.

"There's no question that newscasts, generally, just like newspapers, have older audiences," said journalism professor Christopher Waddell. "Look at the U.S. supper hour newscasts, like Dan Rather, look and see who's advertising on them, a lot of pharmaceutical companies for old people and a variety of other sorts of things."

Mr. Mansbridge could not be reached for comment.

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