As the Online Community Facilitator for the ReimagineCBC.ca project, I have spent the last nine months immersed in discussion with Canadians about what they love about the CBC, what they hate about the CBC, and what ideas they have for its future.

So, I was curious to see which ideas would emerge at the CBC/Radio-Canada’s Annual Public Meeting (APM) – its yearly conversation with Canadians about its future direction. We knew this meeting could be an excellent opportunity for our community – people who believe strongly in the importance of public media – to make our voices heard… so long as CBC chose to take our questions.

Who Should Shape the Future of Public Media? You Should.

The ReimagineCBC.ca project sprang from the idea that if anyone should shape the future of CBC, it should be Canadians. When CBC/Radio-Canada encouraged the public to submit questions for the APM, we asked Canadians to get involved by taking the public survey created from our crowdsourced Ideas Forum. We used the top three recommendations to make video-questions — featuring myself and two other project participants — for the APM. To our delight, CBC played two of our questions: 1. How will the CBC lead in the digital age to report more courageously and engage citizens in the process? and, 2. How will the CBC engage with independent organizations and citizens to further bring Canadian perspectives to the fore?

Hubert Lacroix, the President of CBC/Radio-Canada, mentioned their desire for Canadians’ input and involvement in his answers. He noted the need to “change the relationship of how we connect with Canadians. Opening up to social media and the need to bring interaction [into the relationship].”

I’m camera shy, so I was embarrassed when I saw myself on the screen. I was also excited though – it was great to see the CBC be open to Canadians’ input. From their responses, it’s clear Lacroix and others understand that Canadians want more interaction and discussion between the CBC and the public.

However, Lacroix seemed beleaguered in his response, giving the pat reply, “We’re already doing that” when asked about more courageous reporting and more collaboration. The CBC is in a tricky situation with criticism coming from multiple sides. However, it’s important to distinguish between criticism from those who want to tear the CBC down, and those who offer criticism in order to support and revitalize the CBC.

This distinction is particularly important when Canadians who care about public media ask questions about the things they most value from the CBC – like courageous, in-depth coverage that holds powerful interests accountable, which we’ve learned from our public survey is a major priority for Canadians. This concern that CBC isn’t focusing enough on high-quality content indicates that, at best, the evidence of CBC ‘already doing that’ is not being communicated clearly enough. This problem can only be fixed by listening to Canadians and working with them create the change they want to see. CBC needs to not only allow for participation, they need to embrace it.

Public Media – We Need It

Public financing and a social mandate put the CBC in an excellent position to be a leader in the digital age of participation. CBC/Radio-Canada is the lone national Canadian public broadcaster in a media landscape dominated by four private players: Bell, Rogers, Shaw, and Quebecor. Canadians need more choice, not less, and CBC has the ability to offer this choice if they work with Canadians to determine where to focus their energies.

Giving Canadians more tangible opportunities to become involved in CBC decision-making and programming — like the APM or the live interactive Q & A feature on Power & Politics — is an excellent way to give us a sense of ownership over the CBC. This sense of ownership is crucial to getting Canadians involved in actively supporting the CBC, creating a climate where further funding cuts are not politically feasible.

CBC sees an outpouring of support from the public whenever it leads the private sector in courage and integrity. The Margaret Wente affair brings into stark relief the need for public media that will not flinch away from demonstrating a commitment to high standards. Taking ethics in journalism seriously, CBC Radio suspended Wente from appearing on the media panel of its daily arts and culture show, Q. Actions like this demonstrate the CBC’s commitment to quality, and ReimagineCBC.ca is about supporting the CBC to make more of these kinds of choices.

Truly public, open, and participatory processes can be used to guide and build support for CBC/Radio-Canada. You can still get involved in our effort to reimagine the CBC – join the conversation and help make change happen. We want your feedback, and so, it seems, does the CBC.