CBC’s board of directors has reversed a decision made two years ago and moved its flagship evening news program back to the 10 p.m. time slot from its spot at 9 p.m.
The decision, which also serves to reinstate 11 p.m. regional newscasts, is a response to poor ratings for the 9 p.m. show, Prime Time News, which was the redesigned, reformatted program cbc developed after it cancelled The National/Journal package.
A statement from cbc says ratings research indicates the audience for Prime Time News was down ‘some 17% from numbers generated by The National/Journal in ’91-’92.’ While the statement says moving the news back an hour ‘will not compromise’ the intentions of cbc’s so-called repositioning strategy, it’s not clear how it will pursue its strategy of defined evening programming blocks for family versus adult viewing now that news programming will run from 10 to 11:30 p.m. Neither is it clear how Cinema Canada, the public broadcaster’s showcase of Canadian films and filmmakers, will fare in the new schedule since its entries, mainly uncut, aired at the relatively early hour of 10 p.m. ST