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Bell Media buys into Hubub

Bell Media has signed an agreement with Toronto-based online media company Hubub. The company operates a website at Hubub.com and an accompanying mobile application intended to facilitate online discussions of various topics. Under the terms of the agreement, Bell Media will invest $5 million in the company and undertake a series of marketing initiatives intended to raise awareness of the brand. Bell Media will also create Hubub discussion for its brands and integrate the company's technology into its own digital media properties. In addition, Bell Media gains the exclusive right to monetize Hubub in Canada and will earn additional equity in the company based on the scale of its Canadian audience.

"Hubub is a core part of our strategy to grow our digital reach in Canada," said Kevin Crull, president of Bell Media. "We see Hubub at the intersection of social and search, the two digital categories that continue to see significant growth. It's also the perfect social complement to our media properties and talent, leveraging the significant conversation around news, sports, and entertainment that originate with our brands."

The Hubub.com website is currently undergoing beta testing. The mobile application will be released later this month. A commercial launch, supported by Bell Media, is scheduled for the fall.

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