Rogers races to capture multicultural viewers for Olympics

The Olympics provide a solid boost in prestige for Rogers multi-cultural channel OMNI, but they are not likely to be a big money maker in the short term. The network partially depends on advertising from popular prime-time programming for its survival, and will need to move hit shows off its airwaves to make room for the Games.
And while being a member of Canada’s Olympic Consortium is a high-profile boost, the network only receives a small percentage of the ad revenue the Canadian Olympic Consortium and its members generate. But OMNI has a longer-term goal in mind.
“As a station this is more of a prestige play,” said Madeline Ziniak, OMNI’s national vice-president. “We’re not garnering any revenue. In fact, you could say we are going the other way.”
The Globe and Mail story