TORONTO -- Rogers Cable has announced an agreement with MGM Home Entertainment to distribute MGM movies, concerts, TV shows and other content through its digital video-on-demand service.

Rogers said yesterday it is the first Canadian cable company to reach a video-on-demand content agreement with a major Hollywood studio.

All major cable companies are working on similar services, an extension of their shift to premium-priced digital technology. Cable executives have said their biggest challenge is lining up video content that will generate demand.

"It is clear our customers are very interested in 'on demand' viewing and as interest in the video on demand service increases, Rogers is delighted to bring on a major Hollywood player," said Edward Rogers, president of Rogers Cable.