Rogers deal to expand XM Canada reach


TORONTO -- Canadian cable giant Rogers Communications on Tuesday unveiled a deal to deliver satellite radio company XM Canada's content via its wireless, cable and Internet products.

The content deal enables XM Canada, which generates satellite radio subscription revenue mostly by signing agreements with carmakers, to snag additional revenue from alternative digital platforms.

Financial terms of the deal between Toronto-based Rogers and XM Canada, the Canadian licensee of U.S.-based XM Satellite Radio, were not disclosed. But Rogers, Canada's largest cable and wireless phone provider, will start by offering its cell phone customers as many as 25 XM Canada channels, including music, sports and talk programming.

The multiplatform deal eventually will see Rogers offer XM Canada content to its cable TV and high-speed Internet access customers.

"This is an incredible opportunity to expand the reach of satellite radio," XM Canada chairman and CEO John Bitove said in a statement. He also pointed to the content deal's potential for generating brand awareness and revenue growth for the Canadian satellite radio service.

XM Canada offers about 120 satellite radio channels and competes north of the border with Sirius Canada, a partnership between U.S.-based Sirius Satellite Radio, Canadian broadcaster Standard Radio and the Canadian Broadcasting Corp.