After it bowed quietly last fall with 17 channels and a partnership with Starcom-handled brands, Rogers is now taking its online VOD service to market with an expanded palette of content and a soon-to-launch marketing campaign.

The new Rogers Online On Demand features over 1,500 hours of programming and over 35 TV channels providing content to the service. The company has also signed a deal with CBC to further boost its content, giving users access to CBC news, kids shows, primetime series and sports, including the 2010 FIFA World Cup.

‘Throughout our beta period we were really quiet about this service while we took customer feedback and really enhanced the content and the features and the video quality. But now we are launched and we’re going to be working aggressively to promote this service,’ says Jeremy Butteriss, senior director of broadband entertainment at Rogers Communications.

The content at Rogersondemand.com is available in three tiers to users: a variety of full-length shows for free to anyone who signs up to use the service on the site, exclusive content for all Rogers customers, while cable customers can access the specialty channel programming in their cable packages for free online. Currently, there are 100,000 users registered with the site.

A new Rogers On Demand Mobile product is also set to launch soon.

From Media in Canada