CBC 2 will soon have advertising on it

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CBC Ontario

The CBC has been given permission by the federal broadcast regulator to introduce advertising on some of its radio networks, breaking a four-decade tradition of commercial-free service.

The change, contained in a licence renewal decision, will only apply to the public broadcaster's secondary radio networks, the all-music Radio 2 and its French-language equivalent, Espace Musique. Advertising will also be limited to four minutes every hour.

As well, the Canadian Radio-television and Telecommunications Commission said the CBC will need to seek permission to continue airing commercials on those two specific networks after three years.

But despite the parameters, the decision drew immediate criticism from one of the CBC's biggest boosters.

Friends of Canadian Broadcasting called the decision a "serious blow" to public broadcasting and warned that it will pave the way for advertising on the main radio network, Radio One and Radio-Canada.

"What it really means is the CRTC and the CBC have conspired to end almost 40 years of almost proudly non-commercial public radio in Canada," said group spokesman Ian Morrison.

Morrison pointed out that 893 of the 965 interventions in the licence renewal process opposed allowing the public broadcaster to introduce national advertising, even in a limited manner. Opponents of the move included commercial radio stations, which will now have one more competitor for advertising dollars.

In its release, the CRTC said it had not complied with CBC's request for unlimited advertising on the networks and had tried to keep the ad intrusions to a minimum, a maximum of two blocks each hour adding up to a total of four minutes.

CRTC chairman Jean-Pierre Blais dismissed criticism that the ads breakthrough on the secondary networks constitute a "slippery slope" to commercializing the main radio service, noting that the CBC will need to seek permission to continue with the ads after three years.

"I think it is a measured and prudent approach," he said, adding that the CBC had made the argument it might not be able to continue the "richness" of its services, such as airing live concerts, without the extra revenue.