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Rogers Communications of Toronto has signed a strategic alliance between its product-demonstration channel, The Shopping Channel, and U.S. home-shopping giant QVC Inc. of West Chester, Penn. The Shopping Channel, in operation since 1986, will change its name to QVC Canada, pending approval of both companies' boards, which is not expected until Sept. 30. The Shopping Channel, which Ted Rogers told an Aug. 30 meeting with institutional investors is not yet profitable, works as an electronic retailer, presenting live demonstrations of products and prodding viewers the opportunity to place toll-free calls to order product. Through its alliance with QVC, Rogers gains greater buying clout to purchase this merchandise with volume-purchase discounts--thus reducing costs and improving margins. Rogers will maintain management and voting control of the new company. The deal was announced at the Aug 30 investors meeting aimed at soothing market concerns over the company's ability to manage its nearly $5 billion in debt after the surprise departure of longtime Rogers chief financial officer Graham Savage.