OTTAWA — Canada’s public broadcaster’s new look was partly crafted with the help of American consultants.

CBC hired Iowa-based Frank N. Magid Associates to help with the revamp and its “news renewal,” CBC spokesman Jeff Keay said.

“They have been consultants of ours for several years,” Keay said. “We’ve taken advice from him on all sorts of different aspects of the news operation but, having said that, we make decisions ourselves.”

Insiders say Magid is known for “American-style bells and whistles.” The company refused to comment Monday.

CBC’s new focus on breaking news, faster graphics and personalities was evident on the first day of its re-launch.

But some changes, such as anchor Amanda Lang’s clear glass desk with view of her legs, surprised industry watchers.

“It’s a shame,” said media consultant Thomas Sattizahn. Sattizahn, who is based in Illinois, used to work overseas for Magid, and his own firm, Media Advisor, has worked for CTV.

“I will be surprised if the stylist approach of pushing personality and flash works in Canada,” he said.

Still, CBC has an “unbelievably strong brand” and there is not much they can do to destroy that, he said.

Friends of Canadian Broadcasting spokesman Ian Morrison said he was not impressed CBC was “blowing” its budget on promotion.

“I see it as a triumph of style over substance. It’s moving in the direction of the private sector,” he said.

althia.raj@sunmedia.ca