Rogers Communications Inc.'s efforts to offer valuable sports content on mobile and online platforms is part of “extending the value proposition” to its customers, the company says. Anthony Antonelli, Rogers' senior director of sports and on demand services, said in an interview the company's strategy of offering cable TV or mobile subscribers access to free, on-demand content, including live sports, through the Rogers Anyplace TV website and app, is a strategy to retain customers and offer them what they want. A Rogers cable customer who subscribes to the company's Sportsnet specialty channel has access to all Sportsnet content, such as live Blue Jays' games, online. Rogers mobile subscribers receive monthly access to the company's content, including live sports, through the Anyplace TV app. Customers pay $5 per month for five hours of viewing. “The advantage to us of putting popular content like this on multiple platforms is that you're extending the value proposition for your customer,” he said. “The more you can extend this content in multiple places to people, the more engaged they are, and the more likely they are to stay Rogers customers,” Antonelli said. Mobile news blog Mobilesyrup reported last month that Rogers competitor BCE Inc. is doubling its monthly viewing limit, from five to 10 hours, for users of its Mobile TV app who pay $5 per month for the service. Customers who exceed the cap incur additional usage charges. Effective May 4, Bell's Mobile TV app will discontinue WiFi use, Mobilesyrup reported. In a deal reached last December, Rogers and Bell agreed to purchase Maple Leafs Sports and Entertainment (MLSE) for $1.32-billion, which will give the companies access to the broadcast rights to the Toronto Maple Leafs, the Toronto Raptors, and the MLS Toronto FC soccer team.