After four months on the job as CBC’s executive VP in charge of English television, Richard Stursberg is asking the federal government for $84 million to get back some of the regional glory of the public broadcaster.

In an address to the Standing Committee on Canadian Heritage Feb. 3, Stursberg said he wants to speed up the pace of change at the CBC to deal with the crisis in Canadian drama, to strengthen the regional roots of CBC TV, and to renew CBC’s commitment to news, children’s, sports and cultural programming.

‘We need the tools to do all these jobs – and that means money,’ he said, explaining that CBC will direct tens of millions of dollars from other activities to implement the plan. ‘We will be canceling some programs in order to launch others. We will be further streamlining our operations to free up cash. And we will be seeking new sources of self-earned revenue.’

He promised more details in the coming months.

Stursberg says the number-one cultural policy challenge in English Canada is the crisis in drama.

‘Most other forms of cultural expression in our country are thriving, from newspapers and documentary production to music and prose fiction,’ he said. ‘If Canadian drama were as popular as Canadian music and literature, up to eight of the top 20 shows on Canadian television would be Canadian shows, as opposed to the current one in 20.’

Stursberg says all broadcasters have a role to play in tackling this problem, but only the CBC has the ‘shelf space’ to devote to Canadian drama. Overall, he’d like to double the volume of high-impact drama to 10 series per year.

The CBC, including its English and French radio and television networks, is asking for $83 million phased in over three years to reanimate its regional production hubs, which have shrunk over five years of cuts.

CBC spokesperson Jason MacDonald was unable to confirm what proportion of the regional allocation, if approved by government, would go to television. He confirmed, however, the TV plan calls for the return to the 60-minute local supper-hour newscasts cut five years ago, as well as a new 30-minute weekly cultural-affairs program in 10 cities. Late-night and weekend local news could also be brought back, he says.

‘To restore what has been lost in local television will cost far less than what we’ve had to cut over the years, because today we can work much more cost-effectively,’ said Stursberg. ‘We are already doing what we can with existing resources, and we’re starting some pilot projects, experimenting with different ways of expanding local presence in selected markets.

‘But to do the job effectively, comprehensively and permanently will undoubtedly require additional funding, earmarked for this purpose. We want to be more present in more Canadian communities, more often, and more consistently, throughout the day and week.’

MacDonald says that following the Lincoln Report, presented to Parliament in 2003 and again in 2004, CBC was asked to develop a plan to enhance regional and local programming. The plan was filed Dec. 6 with Liza Frulla, minister of Canadian heritage, and the CBC awaits her response.

Stursberg said there is an ongoing transformation of CBC News, both on the main channel and CBC Newsworld, which reflects an integration of all of CBC news resources ‘so that we can serve Canadians better, and do more with less, while recognizing the distinct needs and advantages of each medium.’

In his address, Stursberg also committed to the ongoing ‘Canadianization’ of children’s programming, to refocus its youth strategy, and to continue its dedication to amateur sports and performing arts.

‘The success of our drama strategy depends on predictable, multi-year funding,’ said Stursberg. ‘The only way to achieve that is through a separate CBC/Radio-Canada envelope within the Canadian Television Fund, so that we can license more dramas from independent producers right across this country that are the kind of programs that deserve to be seen on public television. We believe that the appropriate level of access to the CTF for CBC/Radio-Canada is 50%, as was the case when the fund was originally set up.’ CBC now has roughly 40%.

The CBC’s federal allocation is $415 million less than it was in 1990.

Ian Morrison, spokesperson for the lobby group Friends of Canadian Broadcasting, says the regional strategy is evidence that, for the CBC brass, the penny has dropped about the value of a regional strategy.

‘The senior management of CBC has had to be dragged kicking and screaming to the point where they understand how important the regions are,’ says Morrison, who recommends the government fund the program. ‘It reflects the value set of Parliament Hill. If [the CBC wishes] to get increased resources, this [regional focus] is the priority.’

Morrison adds that another reason for the regional strategy may be as a defense against further cuts to the CBC budget. CBC is among the federal agencies facing a possible 5% cut in the upcoming budget.

-www.cbc.ca