Making CBC more valued, more used by more Manitobans by John Bertrand

Aug 12, 2014

Source: CBC News Manitoba

Earlier this summer there was the Winnipeg Fringe Festival.

Back in March there was a huge aboriginal youth hockey tournament created through the Manitoba Indigenous Cultural Education Centre.

Later this week there’s the Manitoba Electronic Music Exhibition.

And then after that there’s the Manitoba Filipino Street Festival.

All non-profits supported, in one way or another, by CBC Manitoba — your public broadcaster — through partnerships or sponsorships.

I’ve said it before in this space: At the heart of CBC is story telling about who we are, what we do and what we care about. We tell stories that inspire, challenge and change our perspectives. On all our platforms, we aim to tell the stories that matter most to this community.

For our local programming to really connect, to be the most relevant, it needs to sound like we live here and care passionately about this place and what happens to it. It means we have skin in the game. We are certainly driven by journalists guided by a strong and clear sense of journalistic guidelines, but we are also citizens.

Part of that commitment to deepen our connections and reflection of this community comes through our partnerships and sponsorships with non-profit groups and working together to create shared experiences.

While we can’t do everything — there just aren’t enough hours in the day — here’s a partial list of the groups/events we’ve collaborated with in the last year or so in no particular order:

The Winnipeg Comedy Festival
Aboriginal Music Week 2013
Pride Winnipeg - Pride Parade
Manito Ahbee Festival
Winnipeg Symphony Orchestra
Canada’s Royal Winnipeg Ballet
Asian Heritage Manitoba
Winnipeg Chamber of Commerce
Aboriginal Chamber of Commerce
The Children’s Hospital Foundation Teddy Bears’ Picnic
Harvesting Hope Radiothon in support of Winnipeg Harvest
Royal Manitoba Winter Fair
Manitoba Marathon
Central Park Neighbourhood Cooperative Canada Day Celebration
Winnipeg Art Gallery
ICTAM: The Innovators Conference 2014
Winnipeg Santa Claus Parade
Vision Quest Conference and Tradeshow 2014
Manitoba Sports Hall of Fame Annual Induction Ceremonies
Assiniboine Park Conservancy – Sunday Night Smooth Jazz at The Lyric
Winnipeg Aboriginal Film Festival

And the list goes on. And on.

Our hosts and personalities also devote countless hours to community events as a way to both deepening their community connections while also spreading the word about CBC programming and initiatives to new and diverse audiences.

We are proud of these connections and thrilled — humbled even — to be working closely with so many committed and creative people who care deeply about this community and its future.

CBC recently unveiled a new strategy that will unfold over the next five years called A Space For Us All. It’s a plan to bring CBC even closer to audiences, even closer to our communities. It is about making CBC/ Radio-Canada the “public space at the heart or our conversations and experiences as Canadians.”

In short, it’s about CBC becoming even more relevant, more valued and more used by more Manitobans.

Continuing to collaborate with the non-profit groups that help shape the vibrant spirit and well being of this community is undoubtedly critical to any ongoing strategy for the CBC.

We wouldn’t have it any other way.

As always, if you want to talk about this or anything else related to CBC you can email me at or call me directly at 204-788-3213 or find me on twitter @johnbertrandCBC

© CBC News Manitoba