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 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?