Rogers’ Mobile-Focused Vice Media Strategy Unveiled On Fido Network

April 7, 2015 Ben Myers

Rogers has unveiled a mobile-focused part of its content strategy related to the $100-million joint venture with Vice Media announced last October.

Rogers-owned Fido network will begin to feature daily original news content created by Vice Media, called DAILY VICE as a value-add for the mobile network’s customers.

Fido logoDetails of a Fido rebrand have been leaking since March as the brand attempts to move away from some conventional mobile pricing strategies (it appears to be phasing out the Fido Dollars loyalty program), and instead focus on millennial-aged consumers with exclusive content.

In a similar valued-adding move, Rogers announced in March that Fido customers would receive two years of Spotify Premium at no additional cost, as part of their contract.

From the Fido press release:

These great new  ’Fido Pulse’ plans come loaded with DAILY VICE for two years – a VICE show delivering exclusive content to Fido customers – as well as a Spotify Premium subscription for two years, more data options, Canada-wide minutes, unlimited Canada-wide text, picture and video messaging.

Regular data charges apply when streaming DAILY VICE and Spotify Premium on the Fido network.

Featuring VICE hosts from across Canada, each episode of DAILY VICE, airing Monday to Saturday, will present global and local news stories from across VICE’s digital channels, covering everything from music to fashion to food, and featuring exclusive previews of VICE’s upcoming feature length documentaries. On Saturday, DAILY VICE will dedicate an episode to an in-depth interview with one of Canada’s top news or cultural figures – all exclusive to Fido customers. We want to give all Fido customers a taste of DAILY VICE– anyone with a Fido number can head to and download the Android or iOS app for a freeview starting today until Oct 15th.

Other details of the Rogers-Vice Media partnership should be released in coming months. The Globe & Mail wrote in October that the join venture would also include a VICE TV channel on the Rogers networks, expected in launch in the second half of 2015.

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