Rogers takes minority stake in Vuguru

Secures dist. partnership with Eisner's new media studio

TORONTO -- Rogers Media, the broadcast arm of Canadian wireless and cable giant Rogers Communications, is to stake Michael Eisner's new media studio, Vuguru.

Toronto-based Rogers has taken a minority stake and struck a distribution partnership with Vuguru, with Eisner installed as chairman.

Rogers in turn snags the exclusive Canadian rights to future Vuguru projects for its own Canadian radio, TV, wireless, cable and online operations.

"This deal not only solidifies Vuguru's position as a leader in the new media landscape, but it also allows us to stay true to our creative and business philosophy of owning and distributing high-quality, story-driven content," Eisner said.

"Rogers is a world-class media organization and we are excited about the opportunities this relationship presents for both companies," he added.

Claude Galipeau, senior vp of Rogers Digital Media, said his company is looking to program advertiser-friendly new media content from Vuguru for its customers and advertisers across a range of platforms.