Madness gets on-demand treatment

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TORONTO -- Canadian headline sports cable channel Score Media on Wednesday said it has signed a deal with cable giant Rogers Communications to deliver the entire NCAA March Madness tournament to Rogers' subscribers for on-demand viewing.

Toronto-based Score Media said Rogers customers with a digital box can view all 64 games from the NCAA tournament beginning Thursday for free.

Each game will be available on demand about 24 hours after they first air on the Score, the headline sports cable channel operated by Score Media.

Previously, the NCAA tournament was to air exclusively in Canada on the Score as part of a distribution deal signed in December.

Also timed for the NCAA championship round, Score Media has begun distributing mobile video clips to on-the-go sports fans nationwide, including last-second shots and upsets from the March Madness tournament.
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