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
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