Licensed as Land and Sea on November 24, 2000 by the Canadian Radio-television and Telecommunications Commission (CRTC) as a joint venture between Corus Entertainment (70%) and the CBC (30%); it was intended as a service dedicated to programs of interest to rural Canadians and their lifestyles. The channel was launched on September 4, 2001 as Country Canada; based on the CBC Television series Country Canada. On November 1, 2002 Corus sold its interest in Country Canada to the CBC and thus changed its logo and its name to CBC Country Canada shortly thereafter.
After the sale, the service began a shift in its programming and continuously promoted itself and its programs as a channel, according to its website, dedicated to "celebrating Canada, its land, people, regions and passions" with less emphasis on rural programming. This shift included an increase in dramatic television series from Canada and Britain that had little to no relation to the rural lifestyle along with amateur sports coverage including alpine skiing, curling, snowboarding and more. In further continuation with this shift, CBC Country Canada began to no longer promote itself as a rural lifestyle service, rather as a secondary general entertainment service to the CBC.
On March 27, 2008 at 12:01 a.m. EST, CBC Country Canada was rebranded as bold to better reflect the shift in programming CBC Country Canada was moving in, and to focus its programming on drama, comedy, the arts and sports rather than an informational service. In scheduling, the CBC would often refer to the channel as CBC bold.