Bell Media President Sean Cohan has heralded the steamy gay hockey drama Heated Rivalry as a monumental success, asserting that the network’s significant investment in the series has propelled Canada’s premier media conglomerate onto the international stage. At the recent Access Canada Summit, powered by The Hollywood Reporter, Cohan declared Heated Rivalry "the biggest global hit that Canada has ever produced," a testament to the power of taking calculated creative risks.
The summit, held on Wednesday and moderated by Maer Roshan, editor-in-chief of The Hollywood Reporter, provided a platform for Cohan to elaborate on Bell Media’s strategic vision and the pivotal role of homegrown content in an increasingly competitive global media landscape. Cohan, who assumed the presidency of Bell Media in late 2023 after relocating from New York City to the company’s Toronto headquarters, expressed his dual identity as a "neurotic New Yorker" and a "proud adopted Canadian." His tenure has coincided with a heightened period of cross-border trade tensions and tariffs between Canada and the United States, a dynamic that has, paradoxically, amplified demand for Canadian-produced programming.
A Climate of Canadian Content Demand
The escalating "trade war and a war of words" between Canada and the U.S., as Cohan described it, has created an environment where Canadian audiences are increasingly seeking out and embracing domestic productions. This phenomenon, coupled with President Donald Trump’s public criticisms of Canada, has fostered a period of "unusually and delightfully patriotic" sentiment within the country. This patriotic fervor, Cohan suggests, has translated into a greater appetite for content that reflects Canadian identity and talent, positioning shows like Heated Rivalry and the French-language drama Empathie in Quebec as crucial cultural touchstones.
The context of this heightened demand for Canadian content is rooted in a broader North American media ecosystem where international players, particularly American streaming giants, dominate market share. For years, Canadian broadcasters and regulators have grappled with how to ensure the visibility and viability of Canadian stories amidst this influx. The current geopolitical and economic climate, however, appears to be creating an unexpected tailwind for Canadian productions seeking to capture domestic and international attention. Data from the Canadian Radio-television and Telecommunications Commission (CRTC) has consistently shown a significant disparity in viewership between Canadian and foreign productions, making breakthroughs like Heated Rivalry particularly noteworthy.
Calculated Risks and Creative Courage
Cohan characterized the television business as "a repetitive game of calculated risks." He vividly recalled a critical meeting with his top programming executives regarding the development of Heated Rivalry. "My programming team told me there’s this risky thing. ‘You know, what should we do with it?’ People were afraid they’d lose their jobs over this show because they thought they may have a giant hit," Cohan recounted, highlighting the high stakes involved.
The hesitation stemmed from the show’s bold premise: a steamy gay hockey romance. This subject matter, while potentially appealing to a niche audience, carried the risk of alienating broader demographics or facing scrutiny over its explicit content. Cohan’s approach was to probe the creative team’s conviction. "Is it good? Do you believe in it? And in the case of a steamy (show), is it explicit? Is it objectively defensible according to standards?" he inquired. Reassured by his programmers’ passionate defense of the series as both exceptional creative work and a potential hit, Cohan gave the green light. "Alright, then let’s roll. You got to take shots. You got to ride with great creators, both in house and otherwise. And we did," he stated, underscoring his philosophy of empowering creative talent.
The decision to greenlight Heated Rivalry, which was subsequently picked up by HBO Max in the U.S., was a strategic bet on the vision of director Jacob Tierney, known for his work on the acclaimed Canadian comedy Letterkenny. The series, a six-part drama based on the popular novel series by Rachel Reid, was brought to Bell Media by Tierney and Brendan Brady through their production banner, Accent Aigu Entertainment. This collaboration exemplifies Bell Media’s commitment to partnering with established and emerging Canadian creative forces.
Global Ambitions and Homegrown Talent
The success of Heated Rivalry has not been an isolated incident but rather part of a larger strategic pivot by Bell Media to cultivate and promote Canadian talent on a global scale. The company is actively working to bring Canadian stars and creators back to Canada to develop and produce content for its Crave streaming service, aiming to differentiate it from international competitors. This strategy has led to significant development and production deals with prominent figures such as Seth Rogen, Elliot Page, and Will Arnett.
"We should be a leader in driving the storytelling and marketing the Canadian creative brand around the world," Cohan asserted at the summit. "In doing so we feed Crave and we differentiate Crave from other streamers. In doing so at an Elbow’s Up patriotic moment, we help a country drive its cultural sovereignty effort and export Canadian culture around the world." The reference to "Elbow’s Up," a hockey term signifying aggressive defense, aptly captures the assertive approach Bell Media is taking to champion Canadian content.
This commitment is already manifesting in several high-profile projects. Bell Media is collaborating with Seth Rogen and his Point Grey Pictures, alongside Lionsgate, to revive the iconic 1980s family drama The Littlest Hobo for Crave in Canada. This revival follows the breakout success of The Studio. Furthermore, Elliot Page and his Pageboy Productions have signed a deal to create content for CTV and Crave, commencing with the comedy series Slo Pitch from Shaftesbury. In another significant partnership, Bell Media and Fremantle have joined forces for the return of the game show Match Game, hosted by Canadian comedian Martin Short and filmed in Montreal.
International Expansion and Regulatory Agility
Bell Media’s strategic pivot towards the international market has also been bolstered by its investment in London-based Sphere Abacus. In March 2025, Cohan’s company acquired a majority stake in Sphere Abacus, a move that expands Bell Media’s global reach and distribution capabilities. This strategy follows the earlier acquisition of U.K. distributor Abacus by Canadian producer Sphere Media, in which Bell Media already held a minority stake, leading to the formation of Sphere Abacus. This integration aims to create a more robust pipeline for Canadian content in international markets.
Domestically, Cohan has expressed a desire for the Canadian television industry to become "leaner and quick-footed on the regulatory front." He articulated this wish list during his keynote, stating, "I’d just make us move faster, make it clearer, quicker. And that’s not to pick on people that are trying to even the playing field or create the conditions… But just give the good or bad news, and let’s just roll." This call for greater regulatory agility reflects a desire to streamline production processes and accelerate decision-making in a rapidly evolving media landscape, ensuring Canadian broadcasters can compete effectively on both domestic and international fronts.
The success of Heated Rivalry serves as a compelling case study for Bell Media’s strategic direction. By embracing bold creative choices, investing in homegrown talent, and actively pursuing international market opportunities, the company is not only achieving significant global recognition but also contributing to Canada’s cultural sovereignty and its presence on the world stage. The ongoing production of a second season of Heated Rivalry further signals the sustained commitment to this strategy and the potential for future Canadian productions to achieve similar international acclaim. The journey of this gay hockey drama from a "risky thing" to a global phenomenon underscores the transformative power of creative vision and strategic investment in the contemporary media industry.
