Source : Globe & Mail

Kirstine Layfield jumps from Alliance Atlantis to English-TV post at the public broadcaster

CBC Television named Kirstine Layfield as its long-awaited executive director of English-language programming yesterday, ending a five-month search for an executive who now faces the unenviable challenge of boosting the network's lacklustre ratings and seriously revamping its drama schedule.

The 38-year-old Layfield, who most recently was a senior vice-president in charge of lifestyle content for the lifestyle channels at Alliance Atlantis Communications, said yesterday she has the grit, determination and experience to take on this new role. "CBC came knocking, which was interesting and flattering," said Layfield, who is married to a high-school teacher and has two young daughters. "Here [at Alliance Atlantis] I have a good track record of ratings increases, year after year, that far surpassed the industry average. I see that as the direction they want to go in."

Layfield added she was drawn to the public broadcaster because it was "an opportunity to try something new . . . and bring a fresh eye to the CBC programming and lineup. I bring international, domestic and U.S. experience to the table. I want to make some great Canadian programming that resonates with an audience. And I am very audience-centric."

A graduate of University of Toronto, Layfield has worked 20 years in broadcasting, including positions as a senior vice-president, programming, at Hallmark Entertainment, where she oversaw the programming of 17 international cable and satellite broadcast channels distributed to over 50-million viewers. Earlier in her career, she had a connection to CBC as general manager and vice-president, programming, for Trio/Newsworld International, a CBC/Power Corp. joint venture. Prior to this, Layfield spent over 10 years in international program distribution, culminating in the role of senior vice-president of Paragon Entertainment's distribution division.

In her role at Alliance Atlantis, Layfield had overall programming responsibilities for the company's eight lifestyle channels, including BBC Canada, National Geographic Canada and Home and Garden Television.

Also yesterday, Richard Stursberg, executive vice-president CBC Television, named CBC veteran Christine Wilson as deputy program director.

Layfield fills a vacancy created after Slawko Klymkiw, who formerly held the position for nine years but quit last August. He is now head of the Canadian Film Centre.

Layfield's official start date has not yet been determined, but Stursberg told CBC employees in an internal memo that she will be installed at the CBC in March.

In the memo, Stursberg told staff that "we chose Kirstine after a comprehensive search, both inside and outside the CBC. I personally interviewed a large number of potential candidates for this key position, and I am convinced that she is the ideal person for the job. She brings us a wealth of national and international experience, plus a deep understanding of and commitment to our special role here at CBC.

"Ours is an increasingly competitive industry, and our audience's expectations of their public broadcaster continue to increase exponentially," added Stursberg.

Stursberg said Layfield will work closely with him and senior management. "Kirstine will establish, articulate and implement a strategic vision and overall direction for English Television on a multi-year basis. She will also be working closely with the program area heads to co-ordinate the development and commissioning of programs from both in-house and independent producers, acquiring completed programs from domestic and international sources, and leading the scheduling process. Kirstine will also be responsible for ensuring that CBC Television's program schedules meet agreed performance targets, including audience and financial measurements, mandate, policy and regulatory requirements, and public value."

Yesterday, Ian Morrison, spokesman for the Friends of Canadian Broadcasting, said Layfield's appointment is a critical position inside the institution "because Mr. Stursberg lacks programming experience and scheduling experience. It's been left vacant way too long and Sturberg has been under pressure from the CBC board of directors to fill it."

Morrison added that while Layfield's resume looks good, she has a low profile in the industry.

In recent days, CBC executive Rae Hull, senior director of network programming, was rumoured to be a front-running candidate.

Norm Bolen, executive vice-president of Alliance Atlantis (and Layfield's former boss) sang her praises yesterday, saying "she is one of the best schedulers I have ever come across. We're sorry to see her go, but it's a great thing for public broadcasting, who needed to hire the best person they could get, inside or outside of the corporation. She's very results oriented, and she know how to increase audiences. That's what the CBC needs."

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