Rogers-owned Citytv launched a new video app Thursday that allows iPhone and iPod Touch users to view live and on-demand content on those mobile devices.
With the debut of the new app, which became available for download today from iTunes.ca, Citytv is touting itself as the first Canadian broadcaster to stream live, regularly scheduled daily programming to mobile users.
Other Canadian broadcasters have provided live streaming of specific event-based content on mobile devices, including CTV’s streaming of Olympic events.
“As far as local, Canadian-produced shows being available daily, no one has really done that on iPhone for free,” said Andrea Gagliardi, senior director and general manager, broadcast for Rogers Digital Media.
Gagliardi said the new video app, which complements a similar app Citytv introduced last year for the iPad tablet, gives advertisers the ability to reach consumers on a greater variety of platforms.
“It’s essentially the same experience as far as ads that run. There’s still pre-roll and mid-roll,” said Gagliardi. “Advertisers can now extend their reach from online to tablet to mobile.”
Shows available for live streaming on the Citytv video app include Breakfast Television Toronto and Cityline. App users can also find on-demand episodes and clips from prime-time shows such as 2 Broke Girls and The Middle.
Rogers also owns Marketing magazine.
