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WAAB Western Association of Aboriginal Broadcasters. A Media Opportunity in Western Canada. There are 500,000+ Aboriginal Canadians in Western Canada. Are you reaching this segment of the population?. If you are relying on cable and/or internet services – probably not.

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Presentation Transcript
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WAAB

Western Association of Aboriginal Broadcasters

A Media Opportunity

in WesternCanada


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There are 500,000+ Aboriginal Canadians in Western Canada.

Are you reaching this segment of the population?


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If you are relying on cable and/or internet services – probably not.

In most of the Aboriginal communities, Radio is the only resource for news, entertainment and information.


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Introducing WAAB probably not.

Canadian Broadcast Sales is pleased to present the Western Association of Aboriginal Broadcasters

The WAAB is an unwired Radio network spanning across Western Canada. WAAB delivers in excess of 250 Aboriginal communities. This equates to 450,000+ Canadian consumers being reached weekly.

British Columbia

CFNR-FM — Terrace

Alberta

CFWE FM — Edmonton

Saskatchewan

MBC — La Ronge

Manitoba

NCI FM — Winnipeg


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Canadian Aboriginal consumers have a strong sense of heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the Radio airwaves.

The individual WAAB member Radio station web sites clearly demonstrate the role Radio plays within their communities. These stations are the voice that keeps these Canadians united and connected in their day to day lives.


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Introducing WAAB heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the

Our Stations….

their tower location, coverage & Radio formats

Positioning Statement: “Canada’s First Nations Radio”

Positioning Statement: “The Native Perspective”

Positioning Statement: “Bringing People to the People”

Positioning Statement: “Real People, Real Radio”


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The heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the ALL NEW Western Association of Aboriginal Broadcasters

  • Coverage of each province is vast

  • Collective audience is in excess of 450,000 people

  • Economic makeup and cultural heritage of Aboriginal communities allows these consumers to live tax free, equating to more disposable income

  • Aboriginal population is expected to grow more than twice the rate of the general Canadian population

The WAAB is a solid media opportunity that has the potential to reach a valuable consumer group.


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The heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the ALL NEW Western Association of Aboriginal Broadcasters

Aboriginal people comprise a viable segment of the Canadian population. In fact, they are the only growing segment of Canada’s population. The Western Association of Aboriginal Broadcasters collectively has the potential to deliver 450,000+ people.

Aboriginal Age Distribution

  • The median age of the Aboriginal population is 24.7 years — this is 12 years younger than the Canadian population.

  • The Aboriginal population is expected to grow at an average annual rate of 1.8%, more than twice the rate of 0.7% for the general population. The current Aboriginal birth rate is about 1.5 times the overall Canadian rate. This is evident in the substantial number of those under 15 years–old, as they make up 25%-38% of the Aboriginal population.

Source: Statistics Canada 2001

This 450,000+ strong audience collectively carries a lot of impact with their purchasing power. Aboriginal communities are close knit — a purchase of any kind resonates stronger than in the average Canadian community. These are loyal consumers.

This is an opportunity for your brand to build a relationship with a sizable group of loyal listeners.


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The heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the ALL NEW Western Association of Aboriginal Broadcasters

Aboriginals take pride in celebrating their languages, heritage and culture. Their history is passed down from the elders to ensure their longstanding traditions will not be lost.

Statistics Canada information indicates that a large number of young adults aged 20 to 29 will be entering the labour market. This specific age group is projected to increase by over 40% by 2017; four times the general population.

To maintain growth and independence, Aboriginals want to assist in building and enhancing their communities so as to ensure a solid future for the next generation.

This is an opportunity for your brand to build a relationship with a growing group of loyal listeners.


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WAAB heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the

Ratecard

Gross Rates — Monday to Sunday 6a-7p

British Columbia

NNB-FM 92.1FM

(Northern Native Broadcasting)

$45

Alberta

CFWE-FM 89.9FM

$47.50

Saskatchewan

MBC-FM 89.9FM

$47.50

Manitoba

NCI-FM 105.5FM

$55

WAAB Network Rate

$175

WAAB Breakdown by station

NNB $41

CFWE $42

MBC $42

NCI $50


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The heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the ALL NEW Western Association of Aboriginal Broadcasters

Additional Coverage Information

For each Network Member


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British Columbia heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the

Northern Native Broadcasting

Covering 55 Communities

Format: Classic Rock

Estimated Audience: 110,000

Station feature: CFNR-FM is the Voice of the All Native Basketball Tournament. This Tournament takes place in Prince Rupert and attracts 5000 people (50 teams) and generates a major influx of over 3 million dollars to the area. This spending power resonates in every other area; automobile, retail, electronics, grocery. They also are the voice of the Vancouver Canucks & the B.C. Lions. The All Native Basketball tournament is in its 48th year. CFNR has been the voice of the tournament for 20 years.

Terrace is a “HUB” where its surrounding Northern communities visit monthly to shop for everything that is not attainable in their community.


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Alberta heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the

CFWE-FM Radio Network

Presented in a style similar to that which is found in mainstream radio, over 120,000 listeners daily enjoy a broad mix of Aboriginal and country music, English and bilingual features and announcements.

In support of the decision to program a higher ratio of classic country music, it is interesting to note that less than 14% of all requests to CFWE FM are for current music.

Covering 75+ Communities

Format: Classic Country

Estimated Audience: 120,000 listeners

Station Features: Request programs continue to be a favorite with listeners. The phone lines light up weekdays from noon to 1pm as listeners eagerly send out birthday greetings and requests. It is clear there is still a large demand for classic country and western music. The music heard at powwows holds a special place in the hearts of many listeners. The latest recordings are continually added to CFWE-FM’s playlist.


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Saskatchewan heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the

Missinipi Broadcasting Corporation

Founded in 1983, MBC currently airs 24 hours of programming seven days a week. The network broadcasts a country music format to more than 70 communities and growing. The audience is made up of approximately 50% treaty, 20% Métis, 10% non status Indians with a further 20% being non - aboriginal. MBC provides a vital service to the communities of the North, and to an ever expanding audience in central and southernparts of the province.

Covering 70 Communities

Format: Classic Country

Estimated Audience: 100,000 listeners

Station Features:MBC is dedicated to the preservation and stimulation of aboriginal cultures of Saskatchewan. Through use of aboriginal languages, coverage of significant meetings, events, and activities, remotes, panel discussions, special projects, and more, MBC provides a vital service to the communities of the North, and to an ever expanding audience in central and southernparts of the province.


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LIMESTONE heritage that is evident within each community. Aboriginals are deeply committed to their culture – this sentiment is both voiced and echoed on the

SOUTH INDIAN LAKE

LONG SPRUCE

LEAF RAPIDS

MC CUSKER LAKE

GILLAM

NELSON HOUSE

PIKWITONEI

OXFORD HOUSE

PUKATAWAGAN

GODS LAKE NARROWS

THICKET PORTAGE

ISLAND FALLS

SHERRIDON

WABOWDEN

SNOW LAKE

W AASAGOMACH

CROSS LAKE

PELICAN NARROWS

JENPEG

FLIN FLON

CORMORANT

CUMBERLAND HOUSE

NORWAY HOUSE

MOOSE LAKE

THE PAS

GRAND RAPIDS

EASTERVILLE

MAFEKING

LITTLE GRAND RAPIDS

JACKHEAD

BLADY MOUN TAIN

FAIRFORD

MAN IGOTAGAN

FISHER BRANC H

FOXWARREN

LAC DU BONNET

SIOUX VALLEY

MELITA

PINEY

Manitoba

Native Communications Inc. Network

NCI has been operating since 1971 and broadcasts on 57 radio transmitters located throughout the province of Manitoba currently reaching over 75 communities from Churchill to Winnipeg.

NCI-FM broadcasts twenty four hours a day seven days a week. Programming on the growing NCI-FM Aboriginal Radio Network consists of issues relevant to the communities, with a smooth transition from Native language into English as well.

Covering 75 Communities

Format: Hot & Classic Country, Hip Hop

Estimated Audience: 170,000

Station Features: NCI Jam – yearly sold out event showcasing native artists that bring people into Winnipeg from throughout Canada and the US.

Radio Bingo can only be played from listening to their radio broadcast. Cards are bought at local retailers, selling over 36,000 a week to Northern Manitoba communities. In the past 6 years NCI has given away 6 million dollars.


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