Saturday, October 31, 2009
Re-branding CBC News as Seen by the Globe and Mail
The so-called re-branding exercise gets a thorough going over in today's G & M
here, with my thoughts on this impending disaster included in the story.
My "esprit de l'escalier" moment: re-branding in fact can work, but there must be something of substance on offer once you get past the packaging.
Anchor Peter Mansbridge (for whom I have respect as a journalist) is quoted as saying it has to be this way: "I get it. It's television." Does this mean that for television to be successful, it must downplay substance and context? I don't think so when I watch CBC TV's "The Fifth Estate" or PBS' "Frontline."
If McLuhan was right when he said, "the media is the message," in the case of the re-branding National News, the message has been garbled in transmission.