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Rogers and VICE Media Sign $100 Million Content Deal for Mobile and More

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Rogers has announced a $100 million joint venture with VICE Media to have the latter create content for mobile, web and TV in 2015, to target 18-34 year olds.

Vice logo

VICE Media repatriates to Canada from New York City and will get a studio in Toronto to produce content such as news, drama, documentaries and programming covering food, sports, fashion, tech, and more. The partnership will also see a dedicated VICE TV Network, plus create daily mobile video blasts exclusively for Rogers and Fido customers.

VICE Studio, VICE Mobile, and VICE PLUS are set to launch in Canada next year.

Rogers CEO Guy Laurence said “We wanted to build a powerhouse for Canadian digital content focused on 18 to 34-year-olds.” VICE Media founder Shane Smith said “We are excited as hell to be doing this with them and excited as hell to build our most ambitious project to date in Canada.” 

It’s safe to say this demographic consumes most of their media on their smartphones and the company wants VICE content to jive with this younger audience. More videos watched means more data streamed, and more profit for Rogers, similar to what we’ve seen with their massive NHL push (have you had enough of Mark Messier yet?).

Rogers and Fido customers: are you excited to watch VICE Media content on your iPhone soon?

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  • Corey Beazer

    Drama? I know they do news and docs, but never thought they’d be into making dramatic tv.

  • Ryan Banks

    I don’t know if I like this….Vice has always been their own entity and report unsavoury things that major news outlets choose to ignore…I hope the folks at Rogers Media don’t begin to influence Vice’s stories…Let’s be honest: Vice is probably done as we know it.

  • Yeah, I wonder how much ‘freedom’ they’ll get. Their YouTube channel has some great stuff.

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