Cosmo TV in league with Rogers

Female-skewing channel launched in February

TORONTO -- The Canadian digital cable channel Cosmopolitan TV on Wednesday secured an elusive foothold on Rogers Cable, the country's largest cable operator.

Canadian broadcaster Corus Entertainment licensed the Cosmo brand from Hearst Corp. to initially launch the digital channel here as a 24-hour, female-skewing service in February.

But it took time and patience for Corus, a subsidiary of cable operator Shaw Communications, to secure a distribution deal in Ontario and New Brunswick with the parent company's rival Rogers.

The latest deal for Cosmopolitan TV comes as Corus looks to broaden its appeal to Canada's female demographic.

"Because of the strength of the Cosmo brand, we think there's a distinctive market for young women in a crowded digital universe," said Susan Ross, exec vp and GM of specialty television at Corus.

The Canadian broadcaster already owns and operates W, the country's women's cable channel that appeals to a broad 18-54 demographic.

Hearst Communications, which has a minority stake in its joint venture with Corus in Canada, earlier launched Cosmo TV channels in Spain and Latin America.