Rogers Communications Inc. (RCI) has started its TV Everywhere service, named “On Demand Online” in Canada, offering more than 1,000 hours of content from almost 50 broadcast and cable programming partners. TV Everywhere is basically a broadband video service that will enable pay-TV subscribers to watch premium cable programming online over broadband networks. Preference for video-on-demand (watching movie on the Internet) has increased significantly among customers. In addition, demand for online gaming and downloading of various multimedia applications has also gone up.

With TV Everywhere, the cable TV subscribers will have access to any entertainment content developer’s library on his/her computer, notebook and mobile handset through an easy and quick authentication system that will link their pay-TV subscriptions to watch cable programming using a broadband connection. Any customer with a Rogers account can visit rogersondemand.com and register to experience the “On Demand Online” content free from any streaming Internet connection within Canada.

In recent times, the broader infotainment and communications market has become highly competitive. Competition arises from both within the industry as well as from large telecom operators. In view of this competitive threat, TV Everywhere business model is gaining popularity among the North American cable MSOs. Comcast Corp. (CMCSA), the largest cable operator in the U.S. will start its “on Demand Online” services from mid-Dec. Time Warner Cable Inc. (TWC) and telecom giant Verizon Wireless (VZ) have also decided to start the trial run of their own version of TV Everywhere services.

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