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TORONTO — Rogers Media on Thursday unveiled a digital hub, Grammys.ca, that knits together its TV, radio, publishing and online assets to showcase the music biz’s upcoming big night on CBS.
The multi-platform experience helps explain why the media giant was able to grab the Canadian broadcast rights to the Grammy Awards away from rival Shaw Media.
The new three-year TV deal for the Grammys, through 2016, for Canada’s City network came as Rogers Media showed the Recording Academy it would bring its cross-platform muscle to broadcast the 56th annual music awards from Staples Center in Los Angeles on Sunday, Jan. 26.
“The Grammys continue to be one of television’s most-watched entertainment events and through this new multi-platform hub, for the first time, Canadian audiences have the opportunity to take in the Grammy experience in a whole new way through the breadth of our dynamic brands,” said Scott Moore, president of broadcast at Rogers Media, in a statement.
City’s Grammy coverage starts Dec. 6 with live reports from Los Angeles on its Breakfast Television morning shows across Canada, and continues alongside the digital hub with performances and interviews with music artists on City and Rogers’ radio stations, and photo galleries and artist profiles in its print publications.
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