SBD/October 25, 2013/Media

Sportsnet Sells Out Ad Space For Re-Airs Of HBO's NHL "24/7" Series

Some viewers worried "24/7" would lose its appeal due to censorship for prime time
HBO's "24/7," following the Maples Leafs and Red Wings ahead of the '14 NHL Winter Classic, will "feature advertising for the first time" when re-airs of the show run each week on Sportsnet, according to Steve Ladurantaye of the GLOBE & MAIL. Sportsnet said that it "sold out the series quickly," with Molson Canadian, Tim Hortons, Recharge with Milk and Ford F-150 "signing on as title sponsors." The series will debut on Sportsnet in December "with only one small modification from the format that made it a hit on HBO." Rogers Media President of Broadcasting Scott Moore said, "We’re not going to sanitize it at all. With one exception -- we will bleep out the f-bombs. We won’t edit anything else out or sanitize it, because viewers these days are used to that type of thing." Ladurantaye noted some viewers had "worried the series would lose its appeal if Rogers Media insisted on changes to make it more palatable for prime time consumption." The series will now "reach 8.8 million subscribers on Sportsnet compared to the 1.1 million that had access when it ran on HBO Canada." Sportsnet aired "a similar series last year" focused on junior hockey and "didn't hear many complaints about the language from viewers" (GLOBEANDMAIL.com, 10/24).
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