Bell Media Expands Global TV Distribution After Heated Rivalry HBO Max Deal

Bell Media is aggressively expanding its international footprint. The Canadian broadcaster is leveraging homegrown hits and a new distribution arm. This strategy follows the U.S. sale of its original series Heated Rivalry to HBO Max. The company is now positioned to compete globally.

This move capitalizes on development deals with top Canadian talent. Stars like Seth Rogen, Elliot Page, and Will Arnett are creating content. The goal is to produce shows with both domestic appeal and international potential.

Northern Lights Strategy Fuels Global Ambitions

Bell Media calls its production plan the Northern Lights strategy. It focuses on creating owned content for its CTV network and Crave streamer. The early success of Heated Rivalry validated this approach.

According to The Hollywood Reporter, the company then acquired a majority stake in distributor Sphere Abacus. This happened in March 2025. The acquisition allows Bell Media to control international sales of its originals. This creates a new revenue stream beyond Canada.

Distribution Deal Secures International Revenue

Previously, Bell Media licensed shows from independent producers. Those producers then reaped the rewards of international distribution. Now, the company can share directly in that global upside.

Justin Stockman, VP of Content at Bell Media, explained the shift. He stated this lets them “own more of the television value chain.” This is a significant change in their business model. It provides more financial incentive to develop hit shows.

The strategy does not apply to every project. Co-productions with partners like Lionsgate will still use their distribution networks. But for key originals, Bell Media’s new in-house capability is a game-changer.

This dual approach of betting on local talent and controlling global distribution marks a new chapter for Bell Media, positioning its original TV content for worldwide audiences.

Info at your fingertips

What is Bell Media’s Northern Lights strategy?

It is their plan to develop and produce more owned television content. This involves signing deals with major Canadian talent in Hollywood. The goal is to create shows for CTV and Crave that can also succeed internationally.

Which show was recently sold to HBO Max?

The gay hockey romance series *Heated Rivalry* was picked up by HBO Max. The six-part drama is a Crave original. It is based on the novel series by Rachel Reid.

What is Sphere Abacus?

Sphere Abacus is a London-based international television distributor. Bell Media acquired a majority stake in the company in early 2025. It now handles global sales for many Bell Media originals.

How does this affect international co-productions?

Bell Media will still partner with international studios on some projects. For example, a scripted series with Seth Rogen’s Point Grey Pictures will be distributed by Lionsgate. The new strategy gives them flexibility.

Why is this shift happening now?

New company leadership under President Sean Cohan identified international distribution as a growth area. The global streaming market creates more demand for foreign content. This allows Bell Media to monetize its hits more effectively.