Rogers applies to bring MLB Network to Canada

Rogers Communications Inc., corporate parent of the Toronto Blue Jays, has applied to the CRTC to bring the MLB Network baseball channel to Canada. In its application to the federal broadcast regulator, the company says the new channel would complement the games already broadcast in Canada, akin to what the NFL Network does for football […]

Rogers Communications Inc., corporate parent of the Toronto Blue Jays, has applied to the CRTC to bring the MLB Network baseball channel to Canada.

In its application to the federal broadcast regulator, the company says the new channel would complement the games already broadcast in Canada, akin to what the NFL Network does for football games.

“We believe the uniqueness of the MLB Network service, with its attractive and unique programming, will respond to consumer demand and help drive additional analog customers to our digital platform,” Rogers said in its application.

The cable company also said it is already competing with unregulated online services that broadcast baseball games.

“The MLB Network will give Canadians another incentive to remain within the regulated system. This will have a positive impact on the growth of digital cable in Canada and on the Canadian broadcasting system as a whole,” Rogers said.

The additional cost to viewers wanting the channel if it is approved by the Canadian Radio-television and Telecommunications Commission was not available.

Rogers has been working to increase the sports content available on everything from smartphones to tablets and televisions to personal computers so that fans don’t miss any of the games.

MLB Network, which is owned by Major League Baseball, offers baseball programming 24 hours a day, seven days a week, covering all 30 teams.

The channel was launched in the U.S. in 2009 and is the most widely distributed sports league-owned cable TV network.

The network broadcasts up to 150 live Major League Baseball regular-season games as well highlights, analysis and coverage of major baseball events around the year.

Rogers Sportsnet already carries two MLB Network programs Quick Pitch and the Best of Intentional Talk, while MLB Extra Innings is available as a pay-per-view subscription.

The application said the channel would not compete with Canadian programming as it catered to a niche market seeking wall-to-wall baseball coverage.

“In this manner, MLB Network’s contribution to the Canadian broadcasting system is similar to the contribution of other non-Canadian single-sport programming services like NFL Network, the Golf Channel, and Speed Channel,” stated documents filed with the application.

“The programming offered by MLB Network is vastly different from the current Major League Baseball programming Canadians can see today. Authorizing MLB Network for distribution in Canada will only serve to increase interest in Major League Baseball, which would translate into increased viewership of existing Major League Baseball programming offered by Canadian services.”

In addition to the Blue Jays baseball team and the Sportsnet speciality channel, Rogers owns the team’s home stadium, the Rogers Centre.

The cable and wireless company also signed a deal late last year to buy a stake in Maple Leaf Sports and Entertainment, the parent company of the Toronto Maple Leafs hockey team.

The company teamed up with Bell Canada on a $1.07-billion bid for a majority stake in the country’s biggest sports franchise company that also includes the NBA’s Raptors and the Toronto FC soccer club.

Media Articles

CRTC’s Super Bowl simsub order: A goal-line fumble (Column)

Are U.S. ads truly 'integral to the event,' as the regulator suggests?

Rogers Radio partners with Shazam on content play

Booster Juice signs on as the inaugural sponsors of The Shazam @ 7 Countdown

Cineplex asks: Will lightning hit world’s biggest popcorn bag?

Promotion in Windsor builds on #WeatherOrNot campaign

3D printed origami birds burst out of Kubo shelter ad

Isobar, Astral drive bus passengers' attention to eOne movie poster

Plastic Mobile sends U.S. startups a Canada starter pack

Self-promo effort was designed to boost awareness of Canada's tech scene

On The Move: Hires at Twitter Canada, Initiative, The Idea Suite

A weekly update of who's headed where in Canadian marketing and communications

Shomi: The data

Streaming video service releases aggregated user info to mark one-year-anniversary

Twitter Canada announces new head of news and government

Former politican and journalist Jennifer Hollett takes over for Steve Ladurantaye

CRTC issues order for simsub removal

Regulator says no new evidence to suggest broadcasters can't benefit from ad sales