CBC sings a new tune

Aimed at broadening beyond its radio audience, the pubcaster has launched the ad-supported digital music player, CBC Music.

Hot on the heels of Astral Radio’s digital music initiative, the CBC has launched CBC Music, a digital music service available online at CBCmusic.ca, as well as through the iTunes app store for iPad, iPhone and iTouch.

Aimed at broadening its audience beyond its radio base, CBC Music features 40 radio stations, streams from CBC Radio 2 and CBC Radio 3 and 14 genre-based music communities ranging from rock and classical to country and jazz. As well, the platform features more than 25,000 independent music pages and musical content from CBC programs including George Stroumboulopoulos Tonight.

Chris Boyce, executive director of radio and audio of CBC English Services, tells MiC the launch of CBC Music builds off the pubcaster’s online experience with CBC Radio 3, which has lived strictly online since its launch in 2000.

Unlike traditional CBC Radio channels, CBC Music will have ad opportunities available, which include standard display, audio and video pre-roll, as well as integrated sponsorship possibilities, says Boyce.

A media buy promoting the launch of CBC Music with media by M2 Universal and creative done in-house working with Toronto-based Eggplant Collective will be featured across CBC’s media properties, targeted TV broadcasts like Sunday’s Grammy Awards as well as digital and print properties, says Boyce.