Friday, April 6, 2012

Rogers' latest reality venture: Canada’s next broadcast strategy

Canadian supermodel Coco Rocha makes her debut as the host of Canada’s Best Beauty Talent on Sunday night. But you won’t be able to watch highly produced, high-definition reality television show on a traditional television network.
The 12-part series – which pits makeup and hair specialists from across the country against each other in a series of competitions intended to crown one contestant the most skilled of them all – is being filmed by Rogers Media Inc. exclusively for broadcast to the Internet, and is funded directly by an advertiser.
 It’s a novel and potentially profitable approach to reality-television programming that the broadcaster is counting on to drive viewership higher, even as more Canadians cut their cable subscriptions in favour of cheaper online alternatives.

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