Paul McGrath

Paul McGrath, Senior Director of Entertainment Strategy and Audience Development at CBC, shares the broadcaster's compelling transition to digital media. He reveals how CBC embraced YouTube as a key platform, resulting in a 65% increase in total watch time. Paul discusses the successful launch of CBC Gem and the effective 'test and learn' strategy that mitigated fears of content cannibalization. He emphasizes the importance of long-form content in audience engagement and details their innovative 'flywheel strategy' to connect with younger viewers and boost monetization.