The app is available exclusively to Rogers and Fido customers and is a part of Rogers’ attempt to connect with consumers on “all platforms.” Bell and Telus also sell the iPhone to Canadians, but Rogers will be the first one to promote the radio aspect in this way.
Rogers Media is a subsidiary of Rogers Communications Inc. Created in 2006, Rogers Media serves as Rogers’ management arm for the publishing company and the various television and radio stations under Rogers’ control. The company holds 54 radio stations across the country, including 45 FM stations and 9 AM stations.
Behind Astral Media and Newcap, Rogers is the third largest radio broadcaster in Canada.
“Rogers is committed to connecting with our listeners on all platforms. The Rogers Radio iPhone application allows us to reach our listeners no matter where they are,” said Claude Galipeau, the senior VP and GM of Digital Media for Rogers Media Inc. “This application complements our popular iPhone and BlackBerry applications from 680News, 660News and News1130.”
The app will let users search by genre, station, city, or by “Near Me.” The goal is for users to sample other radio stations that they may not have otherwise explored on the Rogers radio network, of course.
While the application itself is free, there’s no actual explanation as to how the use of the app will ring up on the final bill. The data charges for using the radio stations could pile up quite quickly and it isn’t expected that Rogers has made any allowances for that yet. There are no special pricing schemes for data on the radio app as of yet, either, which pretty much means that Rogers is hoping the “free” part will be most appealing.
The idea here clearly is to get customers to rack up significant data numbers by browsing all the cool Rogers radio stations from across the country. It’s a win-win situation for the company, as most promotions are these days, and it enables further spreading of the brand name and Rogers Media’s radio concept.
Regardless of all of the extra features involved, including one that lets you view the last 10 songs played on a particular station, I would urge any users to embark on their Rogers Radio journey with caution.