Rogers Media’s OMNI brand has relaunched its website with an eye on turning the multicultural broadcaster’s online home into a second screen content hub.

Andrea Gagliardi, senior director and general manager, digital, broadcasting, Rogers Media, tells MiC that prior to the redesign the broadcaster’s site served as little more than a marketing tool for the TV channel.

“The site wasn’t responsive and didn’t work well across platforms,” she says. “It made it a tougher job for consumers. [Now] it is bringing content to the forefront, where it wasn’t before.”

OMNI’s new online home, at Omnitv.ca is built using responsive design with a focus on content. Users have the option of viewing content on the site in 27 languages, focusing on videos, including more than 60 documentaries and longer-form interviews, says Gagliardi.

She adds advertising opportunities on the redesigned site can be targeted to the device users are viewing it through or by factors like location and language.