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CHUM Television and Rogers Wireless Inc. Team Up For Sponsorship Deal


CHUM ‘Calls In’ Rogers For MuchMusic VJ Search Sponsorship Deal

February 27, 2006 (TORONTO) – CHUM Television and Rogers Wireless Inc. have teamed up in a product placement sponsorship for Canada’s original reality TV franchise, MuchMusic VJ Search: The Series.

MuchMusic Edition Pay-As-You-Go phones from Rogers Wireless and Sony Ericsson W600i Walkman™ phones are being integrated into the series and are playing a role in the challenges and in capturing exclusive behind-the-scenes content.

“We have developed a great relationship with Rogers having worked together on a number of previous projects. Their involvement with VJ Search was a natural fit and we are excited to have them on board,” says Susan Arthur, Director of Marketing, CHUM Television.

“We are at the forefront of what’s new and what’s cool,” says John Boynton, Senior Vice President and Chief Marketing Officer, Rogers Wireless. “And now Rogers, the number one youth wireless brand in the country, has teamed up once again with MuchMusic, the most respected youth brand in the country, so that the VJ Search contestant can experience first hand our leading edge MP3 phones.”

Rogers’ latest Sony Ericsson W600i Walkman™ phones are being used as the key virtual message tool to deliver challenges to the contestants and are also being used by the finalists to complete many of their tests throughout the series.

MuchMusic Edition Pay-As-You-Go phones have been given to each VJ hopeful to carry with them at all times while living at the penthouse. The handsets are being used solely as the contestants’ own personal video and photo recording device to capture what life is really like in the multi-million dollar pad from their own unique perspectives. The photos and video clips shot by the finalists are available to fans exclusively on the MuchMusic website ( and each contestant gets to keep their MuchMusic Edition Pay-As-You-Go phones once the series ends.

CHUM Television is a division of CHUM Limited (TSX: CHM/CHM.NV.B,, one of Canada’s leading media companies and content providers which owns and operates 33 radio stations, 12 local television stations and 21 specialty channels. CHUM’s original content is seen in over 130 countries worldwide and is distributed via new media platforms, including interactive television, wireless services and exclusive CHUM-branded Internet properties.


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