MONTREAL — Quebec’s public educational broadcaster, Télé-Québec, announced today it is entrusting its advertising representation outside the province to CBC & Radio-Canada Media Solutions and its sales team, effective in June.
“Like all Canadian broadcasters, Télé-Québec is operating in a television landscape that is constantly shifting locally, nationally and internationally. Not only is competition between media intense and pervasive, but the rapid technological progress of local and foreign broadcasting platforms is forcing broadcasters to maximize their business strategies to protect their independent revenues,” reads Télé-Québec’s English press release.
“Consequently, Télé-Québec wanted to join a media group with complementary content and similar target-audience profiles to represent its content to national advertisers, many of whose decision centers are located in Toronto. This sales force will complement Télé-Québec’s own team in Montréal, which remains fully dedicated to the public broadcaster’s representation in Québec,” continues the release.
“The concentration of media groups continues to evolve,” sayss Katia Villeneuve, general manager of sales, media creativity and marketing at Télé-Québec, in the release. “Added to this is the increasingly imposing presence of international technology companies. Against this changing background, our association with CBC/Radio-Canada protects Télé-Québec’s revenues by ensuring that we are represented with agencies and advertisers.”
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