Valuing the Canadian Broadcasting Corporation

Over recent years the Canadian government has struggled to determine how muchmoney should be spent on the Canadian Broadcasting Corporation (CBC), itspublic service broadcaster. At the same time, regulators and CBC managementhave struggled with what types of programming services it should provide.Traditionally, the citizen's role in public broadcasting decision making hasbeen limited to an occasional submission at a hearing or a response to apublic opinion survey. However, willingness-to-pay stated preference choiceexperiments could be an effective, low cost means of obtaining more detailedcitizen's input. Here, we report findings from a national survey of Canadianhouseholds in which contingent valuation and choice experiment data are usedto estimate use and non-use values of the various programming servicesprovided by the CBC. The results are used to address policy and programmingissues facing the organization.