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Rogers Media Inc. abandoned its stake in a joint venture with Vice Canada, ending its three-year relationship with the edgy media company to redirect money to content that “better aligns” with its brand.

The Toronto-based communications giant announced Monday that it and Vice terminated a $100-million joint venture that included a production studio called Vice Studio Canada and money-losing television channel Viceland.

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Viceland, which lost $2.5 million in the year ended Aug. 31, 2016, according to the broadcast regulator, will stop broadcasting on Mar. 31. Rogers transferred its interest in the production studio to Vice Canada.

“We plan to redirect our Canadian content funding to other Canadian content initiatives that better align with our portfolio and brands,” Rogers said in a statement.

“We tried something new and it didn’t work,” spokeswoman Andrea Goldstein said in an email.