MONTREAL — The French-language CBC has announced plans to change its name. Radio-Canada will lose the words, “radio,” and, “Canada.”
Instead, the federally funded broadcaster will be known in French by the name “ICI” — which means “here,” in French.
The name change had been rumoured for months but was made official today with an announcement from the Crown corporation.
Founded in 1936, the institution says the brand change will allow for greater uniformity. Its different platforms currently carry a hodge-podge of names. Now its different platforms will all contain the word “ICI.”
“We want to remake Radio-Canada because more than ever it must be a living space, an open organization, flexible and agile,” said Louis Lalande, executive vice-president of French services.
“(It’ll be) just as creative as ever, but more innovative and better attuned to our audience.”
The broadcaster says the name is also a nod to…
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