Canadian Magazine Industry News
31 May 2010,     TORONTO
Rogers launches cross-platform video initiative
Rogers Media has launched a cross-platform video content initiative entitled “Shorts in the City” in partnership with Nissan Canada and OMD Media.

Content for the video series is being supplied by Vuguru — the new media studio from Michael Eisner which Rogers is an investor in and international distributor Fireworks.

Demographics for Rogers’ publications various sites, including Flare.com, Macleans.ca and Louloumagazine.com will be matched to those of the videos and run on the various sites, says Rogers Media senior vice president and general manager Claude Galipeau. “For instance Prom Queen will run on Flare.com and Dilbert animations on Macleans.ca,” says Galipeau.

One of the main reasons for launching the program, is to give advertisers the ability to buy a multi-screen environment, says Galipeau. “Advertisers have been asking for multiple screens and this is the widest multiple screen release in Canada,” he says. “In addition to showing it on Rogers properties on the web and television, the videos will also play at the Rogers Centre and on screens at Yonge and Dundas in Toronto as well as through applications on the iPhone and iPad.” Nissan Canada partnered with Rogers Media on the project and will integrate their advertisements within the programming.

The 17 shows in the series, which have a total of 35 hours of content run until November and will be taken from online to television screens in the summer, says Galipeau.




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