ROGERS HOOKS UP WITH HOME SHOPPING GIANT
By Adnews Staff
Rogers Communications Inc. announced Friday that they have formed an alliance with QVC, Inc. of Westchester, Penn., one of the world's largest home shopping retailers. The new entity will be called QVC Company and will be licensed by QVC, Inc. It will allow Rogers to show programs featuring celebrities with whom QVC holds marketing agreements and will most likely result in volume purchasing discounts and further economies of scale. QVC has access to in-house brands of products and copyrited shows that will also come north of the border. Rogers, which currently operates The Shopping Channel in Canada, will maintain management and voting control of the new enterprise. The closing of the deal is subject to the approval of both boards and is expected by September 30. QVC, Inc. is owned by the third-largest cable company in the U.S., Comcast Corporation.