Today it was announced that Rogers and Vice Media have created a $100 million partnership to build a Toronto studio, create a 24-hour Vice TV cable station and use the company’s vast social and web presence to boost Rogers’ prominence in the 19-34 age demographic. Vice, recently valued at $2.5 billion and founded by Canadian Shane Smith, has made it’s name by investigating and reporting on everything from global issues to fringe cultural trends, many of which are completely unmentioned by TV news and newspapers. Vice has traditionally created web-based content and Youtube videos but won and Emmy recently for it’s first season of Vice News.

Rogers Media has been pushing for years to better capture the business of younger viewers by offering free shows online to allow customers to keep up if they miss an episode. However the company has struggled to expand its presence beyond TV and actually engage customers online. Rogers hopes that by leveraging it’s experience with classic media, it can bring Vice’s traditionally online viewers into regular TV viewership offering relevant content complete with an added social and online dimension.