In February of 2009 CBC President Lacroix suggested CBC is looking at options such as "(a) introducing more American programming into our television schedules, (b) downgrading or selling parts or the whole of some or our TV or Radio services, (c) increasing the advertising we accept on the air, or (d) shrinking our geographic coverage of the country by consolidating local stations."

Closure of some bureaus, staff layoffs, fewer sports broadcasts, and announcements of fewer episodes of popular CBC TV series are among recent announcements. Decreasing advertising revenue seems to have triggered CBC's situation for the next fiscal year.

"We are concerned about CBC's strong coverage of environmental stories being in place for all Canadians. Fluctuations in advertising revenue should not be the factor for access to public broadcasting," commented Gaile Whelan Enns of Manitoba Wildlands.