Rogers ends Vice broadcast in Canada

The move is a blow to Vice, which was founded in Montreal in 1994, as it failed to break through in its home marketplace despite its growing popularity abroad.

Rogers said it was ending its three-year relationship with Vice and would redirect funding to other Canadian content initiatives that “better align with our portfolio and brands.”

It cited a “crowded content universe” and changing consumer habits as reasons behind the decision.

Viceland will cease to be broadcast in Canada at the end of March, but will continue to be available on Vice’s website.

According to Canada’s broadcast regulator, Viceland lost Can$2.5 million in fiscal 2016.

The two companies are also ending their partnership in Vice Studio Canada, which they teamed up to launch in 2014 with Can$100 million in seed money.

The studio produces news and entertainment for a segment of the population — aged 18 to 34 years — that has largely drifted from traditional media to smartphones, tablets and computers.

As a result of the split, Vice will acquire Rogers’s minority interest in the studio and its library.

In a statement, Vice said it would announce new partnerships in the Canadian market “soon.”