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Kraft forms media agreement with TSN, RDS

Kraft Canada has formed a media agreement with sports specialty television channels TSN and RDS in support of its "Kraft Hockey Goes On" program. The national initiative, which began in November, will distribute $1 million in prizes and donations to various minor hockey associations affiliated with Hockey Canada. The media agreement includes multi-platform promotion on all of TSN's and RDS's properties, beginning during coverage of the IIHF World Junior Championship on Jan. 5. The programs That's Hockey on TSN and Hockey 360 on RDS will provide coverage of the initiative. "Our media partnership with Canada's leading specialty channels TSN and RDS is such a natural fit for Kraft Hockey Goes On, given their ongoing commitment to promote and celebrate minor hockey in Canada," said Jack Hewitt, vice-president of marketing insight and services at Kraft Canada. "What better way to celebrate the heroes of minor hockey in this country than to give them the recognition they deserve on two of the country's most-watched specialty networks?" TSN and RDS are divisions of Bell Media, which is owned by BCE.

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