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CBC Ups Its Content Game With Branded Entertainment Initiative

CBCIf content is king, then CBC wants to be royalty and the national broadcaster announced a new Branded Entertainment Development Initiative that it plans to unveil this week.

“We know there are strong ideas already percolating out in the Canadian independent production communities that would fit well with our existing lifestyle and cooking shows,” said Jennifer Dettman, Head of Factual Entertainment, CBC Television, “We look forward to hearing more from the industry and providing a platform for brands and products to be integrated seamlessly and organically into our programming.”

Based on the earlier details, the new initiative will be part of the CBC’s daytime programming schedule and look to create strategic partnership with outside brands.