[MissTeeks]

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http://www.theglobeandmail.com/repor...ticle16695957/

Even if you are not a cable customer, Rogers Communications Inc. could soon be coming to your living room. In person.
As it seeks to make good on its 12-year, $5.2-billion agreement to become the country’s hockey broadcaster, the company is embarking on a tour of 10 cities across the country. Representatives from both Rogers and the National Hockey League will be going to local minor hockey associations, sports pubs, and even into the homes of people who are interested in becoming “fan advisers.”

The “listening tour” will include all seven cities with NHL teams, plus three other markets where hockey has a strong foothold. Red Deer, Alta., Sudbury, Ont., and Kingston, Ont. are on the list of possible stops.
The researchers will focus on gathering feedback from three priority groups: new Canadians, existing core fans, and young people, whose changing media consumption habits are posing a challenge to the entire industry.

It has long been known, for example, that younger people are consuming more TV online, and that even when they do watch broadcasts they are increasingly active on “second screens” such as tablets and smartphones at the same time. Rogers wants to know how to prioritize its social media activity adjacent to broadcasts, what young viewers are looking for through digital channels, and what to prioritize.
“I have got to believe there’s a gem of an idea out there with a young hockey fan that we won’t think of unless they have a chance to put up their hand and talk about it,” Mr. Hooper said. “We grew up with hockey cards and Hockey Night in Canada, and they’ve grown up with apps and smartphones.”