M ore than 500 current and former CBC/Radio-Canada journalists and employees have signed an explosive open letter opposing the pubcaster’s recently launched marketing division, CBC Tandem.

The letter argues that Tandem’s purpose – which it says is to “sell corporations the opportunity to disguise their advertising as our journalism” – has “dangerous” and “insidious” consequences.

“It looks and sounds like the news stories and podcasts we produce. It’s found on the same websites and apps. But it’s not news, or even information. It is advertising that pretends to be news. And we believe strongly it must stop,” read the open letter housed on a newly launched website stoppaidcontentoncbc.ca. A letter was also sent to Canadian Heritage Minister Steven Guilbeault asking him to order the CRTC to look into CBC’s paid-content division.

According to the open letter, signed by a mixture of on-air talent, doc producers, reporters, editors and others, employees have raised their concerns with CBC’s management team and its board of directors. “Apparently they still believe the money to be earned is worth the damage to our credibility. We do not,” said the letter.

CBC has been selling paid content since 2017, however the creation of a formal division to execute those deals prompted employees to raise the alarm over what they feel amounts to disguising ads as news.

CBC/Radio-Canada unveiled Tandem in mid-September, dubbing it a “dedicated service for the creation of unique and distinctive branded content” and noting that the launch of Tandem reflects a broader market trend that has seen institutions such as the BBC, The New York Times and several Canadian media outlets create similar offerings.

“While branded content is not new to CBC/Radio-Canada, we have streamlined our process, hired the right people, and made significant product improvements to aggressively pursue this growing line of business,” said Donald Lizotte, GM and chief revenue officer, CBC & Radio-Canada Media Solutions, in a statement released in September.

Following its September launch, Tandem immediately drew criticism from CBC staffers, with a group of 70 employees sending a letter to the CRTC last month asking it to investigate the division. At the time, the employees asked the CRTC to add the discussion around paid content to CBC’s licence renewal hearing, which kicks off virtually on Jan. 11.

A CBC statement responding to the letter said: “We completely agree with our journalists – it is imperative that CBC/Radio-Canada protect its journalistic integrity and that there be no confusion between what is advertising and what is news. That is exactly why we have strict guidelines in place to ensure distinct separation, and clearly identify branded content. You can read about those guidelines here.”

Updated: 3:01 p.m. with CBC’s statement

Image: Shutterstock