If you look at Brian's concept that if you attract an audience when they're young, you retain them, if you look at George Stroumboulopoulos and The Hour--and I'm just bringing this up to say that I think CBC is doing some things that are right--that brought a lot of viewers back to the CBC who knew George from when he was a VJ on MuchMusic.
I do a lot of TV watching for work, to see what's on, and I watch The Hour for pleasure. It's the right time for me. I like what he does, etc., but it's just an example of how you need to have something that draws a young audience that they recognize from before that brings them back.