What are they doing online

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What are they doing online?

• Mark Fuerst,Executive Director,
• Integrated Media Association

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What are they doing online?

• They (P12) are going online more and more.
  Broadband is the driver.
• They (P12) like ita lot.
• They (P12) search, use e-mail, get news
• They (P12) go online in mid-day
• They (P12) see online as complementary to
  offline media
• They (companies succeeding online) have a
  strategy.
• We (public broadcasters) do not.

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CBC Why do people visit
Why do people visit CBC.ca?

• At CBC.ca they come for News
• In unaided surveys, 80 of CBC.ca visitors say
  they go to the site for news.
• Page view traffic confirms this, with 45 to 55
  of page views coming from news areas (
  Weather News Arts Business Consumer)

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CBC Operating Principles
Operating Principles
At CBC.ca

• Put the User First the User Rules!
• Focus on the Basics (production standards,
  usability, navigation core content)
• Reflect public broadcaster values online

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CBC Corporate Value
Value to the Corporation
CBC.ca

• Extends CBCs brand and service to new platforms
• Supports high-impact programming, and leavesa
  legacy archive online.
• Completes the day for CBC audience content
  delivered into the workplace when TV/Radiouse is
  low
• Connects with younger audience than CBC Radio/TV

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Online Completes the Day for CBC
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Serves a Younger Audience
CBC Age Distribution by Service
YoungerAppeal
OlderAppeal
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CBC Market Strength
The Result Market Strength

• In Early 2004 CBC.ca
• Was the 1 media/broadcasting company online in
  Canada (ComScore Media Metrix, at home, January
  2004)
• Drew 3 million unique monthly at home visitors
  (January 2004)

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About IMA

• IMA provides leadership in new media policy and
  practices within public broadcasting. TV Members
  include WGBH, KQED, KCET, KWSU, KPBS, Wisconsin
  PTV, OPB, Michigan PTV
• Tentative plans for FY06 include
• Introduction of a standardized national
  metrics system
• Continued development of online underwriting
• Development of station-based election coverage
  for 2006
• A meeting to coincide with the Online News
  Assoc. Convention October 28th - 29th in New
  York City
• 4th Annual Public Broadcasting New Media
  Summit February, 2006 in Seattle.
• Contact Mark Fuerst [phone]
  markfuerst_at_earthlink.net
• www.Integratedmedia.org

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Thank You

• Claude Galipeau, Executive Director, CBC.ca
• Larry Rosin, Principal, Edison Media Research
• David Card, Senior VP, Jupiter Research
• Lee Rainey, Director, Pew Center for the Internet
  and American Life