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According to the CBC (which should know), the aim of the change is to “simplify the names of its channels while highlighting that Radio-Canada does more than radio.”

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MONTREAL — The French-language CBC sought to calm a backlash over its rebranding efforts following complaints from top to bottom within the organization.

Radio-Canada issued a statement late Thursday after fielding complaints from the federal cabinet table to the shop floor, with one of its own workers’ unions condemning a move that also drew a fair bit of public ridicule online.

The organization moved to insist its historic name will remain prominent.

The organization’s executive vice-president said in a statement that he wanted to correct “misperceptions” that the organization was changing its name.

Louis Lalande said it’s not. He said the new brand name “Ici” — French for, “Here” — will be part of the identity but the organizational name won’t otherwise change.

“The organization is called Radio-Canada,” he said in a statement.

“On my new business card, and those of all my colleagues, you will find the words, ’Ici Radio-Canada.’ We are immensely proud of our name and its heritage.”

The marketing effort has sown considerable confusion. Radio-Canada employees themselves have not been immune to that bewilderment.

Just a day earlier, there was a screen crawl on the organization’s all-news network declaring, “Bye Bye Radio-Canada.”