The proposed rebranding of the French-language CBC has produced a fair share of criticism – including from its own employees.
A union representing Radio-Canada workers says it’s “firmly” opposed to the new moniker.
The union calls it unwelcome and inappropriate to have spent more than $400,000, given the current financial context. CBC/Radio-Canada have recently chopped 1,400 jobs, following funding cuts, while many private media are also suffering financial challenges.
“In this period of job losses and budget cuts this decision is just unwelcome and inappropriate,” said the Syndicat des communications de Radio-Canada, the broadcaster’s communications union.
The union added in a statement that the new name – Ici, French for, “Here” – obscures a treasured brand.
“This new name also sows confusion among the public, which has known, watched, and loved Radio-Canada for almost 80 years now.”
The name change had been rumoured for several months and was released for public consumption yesterday, to less-than-overwhelming reviews.
Beneath a story on Radio-Canada’s own website, comments condemning the switch were getting approximately 15 clicks of support from other readers for each one that disagreed.
Meanwhile, Radio-Canada management were being sandwiched from both sides: from their workers’ union, and from their political boss.
Heritage Minister James Moore repeated a warning today that Radio-Canada had better tread carefully.
“I have spoken with CBC’s President & made it very clear that Canada’s public broadcaster must remain, clearly, Canadian,” Moore tweeted.
