 Chapter 8 , Money , describes the internal debate at CBC regarding how to cover a $ 70 million loss in advertising revenue from the 2008 @-@ 2009 recession with the government unwilling to cover the deficit or allow CBC to incur debt . Ultimately , they decided on cutting 400 jobs , reducing the number of episodes ordered , and selling excess real estate . Chapter 9 , The Plan , addresses CBC 's adaption to new technology and the consolidation of the Canadian telecommunications industry . Stursberg details his struggles with the new CBC president Hubert Lacroix , who did not endorse Stursberg 's strategy of providing popular content and initiated a new strategic planning process . In the final chapter Stursberg notes the changes that have occurred since his departure and predicts the demise of CBC Sports as it loses NHL rights to CTV / TSN . 
