“Evolve or die,” says the CBC‘s executive director of multi-platform media sales Mary Kreuck, when it comes to digital strategies.

To that end, on September 23, 2015, the CBC announced a partnership with Fullscreen, one of the largest Youtube multi-channel networks. As an MCN, Fullscreen provides services to its 70,000 individual creators, such as Rooster Teeth, Fine Brothers Entertainment and shane.

The CBC | Fullscreen Creator Network will be a new way for advertisers to connect with millennial audiences. As Mary said,

“What are we offering? Custom content created for your brands, developed with your brand, its use by key influencers, and amplified across multi-media. So the result then is endless possibilities in a safe and proven environment.”

Read their media releases here and here.

My take: the CBC wants to remain relevant to their advertisers and to Canadian millennials. Recognizing that they have little expertise in the mobile video arena (and other online outlets such as Twitter, Snapchat, Vine, Instagram, etc.) they are partnering with Fullscreen and inserting themselves as an ‘agent’ for all of Fullscreen’s Canadian creators. In addition, the CBC might be hoping to “up-level” at least one of the Canadian Youtubers to network television. (Not sure, though, how this fits into Fullscreen’s plans to launch a mobile SVOD service later this year.) I’ve got to admit, I’m a little confused about what’s in this for the Canadian-based creators in Fullscreen’s stable. Maybe more subscribers? The Internet sort of erases distance and borders, so nationality is just not a big factor to them.