TORONTO – Canwest has inked a deal to put its primetime programming on-demand on Rogers Cable (on Channel 100) from October 15.
More than 60 hours of network Global and E! programming will be free on VOD, including first-run shows such as House, Family Guy, Heroes, 24, Prison Break, the Office, Knight Rider and My Own Worst Enemy.
Soap operas The Young and the Restless and Days of our Lives will also be included on VOD.
But David Purdy, vice-president and general manager of Television at Rogers Cable Communications, warned this VOD model will not be sustainable in the long run if the CRTC continues to refuse to allow dynamic ad insertion in on-demand offerings.
Purdy said Rogers is helping Canwest cover the costs of putting the programming on VOD on the expectation that the CRTC will eventually allow ads on VOD, as is the practice in the United States.
If such a regulatory change doesn’t occur, he said it would be impossible to expand the amount of primetime programming available on VOD beyond what was announced today.
“Our customers are hearing from their family and friends in the U.S. that primetime programming is available on VOD there (with commercials). We have to be able to offer the same or we will risk losing our customers,” he added. “We have to keep pace with what’s happening in the United States.”
Purdy said Rogers has moved ahead with the Canwest deal so the cableco can get some key learnings about this evolving new market, and it will then be able to “hit the ground running” if the CRTC rules to allow ads in VOD.
The CRTC is expected to rule on the matter at the end of this month or in early November.
“As with everything we do, it’s all about our audience,” said Barbara Williams, EVP of Content at Canwest Broadcasting. “Now, Global and E! viewers don’t have to miss a minute of their favourite shows. This partnership with Rogers is yet another example of Canwest continuing to provide our audiences with the most innovative program delivery in addition to the traditional schedule.”
Under the agreement, Global and E! programming will be available for viewing on VOD after its original airdate. Canwest said it marks the first time a full slate of primetime network shows will be available on-demand in Canada.
“Our customers have long been telling us that primetime on-demand is what they want, and this deal with Canwest allows us to give them the very best of the genre,” said Purdy.
Ed’s note: Updated with comments by David Purdy about the need for dynamic ad insertion in VOD.
