Bell Media has made significant strides in the past year to bring Canadian talent back from Hollywood, announcing development and production deals with notable figures such as Seth Rogen, Elliot Page, and Will Arnett. This initiative includes a range of projects, with a standout being the gay hockey romance series Heated Rivalry, which has been picked up by HBO Max in the United States. Created by Jacob Tierney, known for his work on the series Letterkenny, this six-part drama is based on the novel series by Rachel Reid and is produced for Bell Media’s streaming platform, Crave.
The excitement surrounding Heated Rivalry is palpable. “Our team has been very excited about this project since it first came to us,” said Justin Stockman, Vice President of Content Development & Programming at Bell Media. Tierney and his production partner Brendan Brady brought the project to Bell Media through their banner, Accent Aigu Entertainment. Stockman added, “There’s more than one book, so there could be more success.”
The series delves into a secret love affair between Canadian hockey star Shane Hollander, portrayed by Hudson Williams, and his Russian rival Ilya Rozanov, played by Connor Storie. Stockman acknowledged the inherent risks of the project due to its provocative nature but expressed confidence in Tierney’s track record. “Everything about this project felt a little risky because of the nature of it,” he noted, emphasizing Tierney’s proven abilities as a creator.
In addition to Heated Rivalry, Bell Media has launched various development deals. Among them, Rogen’s production company Point Grey Pictures is collaborating with Lionsgate on an upcoming scripted show, while Page’s Pageboy Productions is set to create content for CTV and Crave, starting with the comedy Slo Pitch, which has recently completed production.
Bell Media is also enhancing its international presence. In March 2025, the company acquired a majority stake in the London-based distributor Sphere Abacus, a move intended to expand the reach of Canadian content globally. This acquisition allows Bell Media to better control the distribution of its original series, a pivot from its previous model of licensing local series to external distributors. “We love this show. It’s a great hit for us. It’s selling all over the world,” Stockman remarked about the CTV original series Sullivan’s Crossing, which has found success in international markets.
Stockman pointed out that Bell Media had long recognized the potential of international distribution. The hiring of Sean Cohan as president in October 2023 has driven this new strategy forward. “We just needed the right eyes on it, which is Sean,” he said, highlighting the importance of leadership in pursuing international growth.
The strategy to tap into Canadian talent working in Hollywood is expected to resonate more with CTV and Crave audiences. Bell Media aims to capitalize on the growing international interest in Canadian-produced content, sharing in the profits from territorial sales. “Knowing we were going to have a distribution company alongside us gave us even more hope we could really pick the right projects,” Stockman explained.
Bell Media and Sphere Abacus have also worked on distributing local projects such as the comedy The Office Movers, featuring a guest appearance by Drake, and Evolving Vegan, a food and travel series led by Mena Massoud. Other notable projects include Late Bloomer, a comedy created by Jasmeet Raina, and Mark McKinney Needs a Hobby, where the Kids in the Hall actor explores new hobbies across North America.
While not every series will yield international distribution success, Bell Media is determined to pursue opportunities that align with its strategic goals. “We’re definitely not in a position like a big global studio to demand distribution on every project,” Stockman cautioned, but he affirmed that they would capitalize on beneficial opportunities where possible.
A significant upcoming project is Super Team Canada, an animated comedy featuring Arnett, Cobie Smulders, and Kevin McDonald, which is distributed internationally by co-producer Thunderbird Entertainment. Additionally, the series Slo Pitch is being marketed internationally by Shaftesbury.
With the ever-evolving landscape of the global television industry, Bell Media is strategically positioning itself to capitalize on new opportunities. “This business is always shifting, and nothing’s ever concrete,” Stockman acknowledged. Yet, he expressed enthusiasm for Bell Media’s enhanced distribution capabilities, even if not every project falls under this new model.
The company remains committed to acquiring and licensing television shows from Hollywood studios and other international suppliers for the Canadian market. However, the focus is increasingly on owning and controlling content through their production strategy, known as Northern Lights. For instance, the revival of Match Game was a partnership with Fremantle and ABC, highlighting the collaborative nature of modern television production.
As major studios and streaming services seek to utilize Canada for original productions, Bell Media’s Northern Lights strategy aims to leverage local talent and resources effectively. Upcoming projects, such as Anna Pigeon, a co-commission with Versant’s USA Network, exemplify this approach. This character-driven procedural, shot in Alberta, is based on the novels by Nevada Barr and adapted by Canadian showrunner Morwyn Brebner.
Looking ahead, Stockman reiterated the goal of building on the early success of Heated Rivalry. “It’s unique, and it has people talking, and that’s actually good,” he concluded, emphasizing the potential impact of this innovative series on the television landscape.
