Radio-Canada is reneging on its rebranding plans.
The CBC's French-language sister station had previously announced on June 5 that it would be changing its identity to ICI (the French word for "here") across all its platforms, to take effect August 19.
During its 76-year existence, the Canadian government–owned broadcaster was commonly known for its on-air identification "Ici Radio-Canada".
However, the deletion of "Radio-Canada" was met with backlash and mockery from politicians, media, its employee union, and online commenters, particularly for the removal of "Canada" from the name.
The CBC issued an apology on June 10.
"We apologize for the confusion that was created in people's minds when we introduced the term ICI as a common denominator for all of our platforms," CBC/Radio-Canada President and CEO Hubert T. Lacroix said in a news release. "Our intention was never to distance ourselves from Radio-Canada and everything it represents. However, Radio-Canada has heard the message loud and clear that the public has been sending us over the past few days. We recognize people's powerful connection to everything that Radio-Canada stands for."
Under the revised rebranding strategy, Télévision de Radio-Canada will become ICI Radio-Canada Télé, the Première Chaîne radio network will change to ICI Radio-Canada Première, and the Radio-Canada website will be ICI Radio-Canada.ca.
Changes will take place over the next few months, into early 2014.
The Crown corporation reportedly spent $400,000 on external consultants with 95 percent of the cost covered by existing promotional budgets.