My take, is it would matter less when the NHL was on all three Networks. Now that It is really only owned by Sportsnet, with TSN doing a few teams Regional, and CBC actually sub contracted out by Sportsnet, it has created a bit of a war. My best guess is it started when the first thing TSN did was reup all there stars. Sportsnet has the beginings of a ten year Monopoly, and I think they want to take a big chunk of the sports leader in TSN.
They'll be hard pressed to do so with their money now locked up huge in the NHL...
TSN will/already does own everything else Sports... and they'll have the money to keep it that way for awhile as Rogers figures out how to increase revenues to pay the bills without transferring too much revenue from their other properties to pay the NHL...
TSN/CTV owns...
Jets/Leafs/Sens regional rights
CFL and Grey Cup
NBA Raptors
NBA Final, TNT's broadcasts in Canada
MLS Soccer
- separate MLS deal to own all the Whitecaps rights
FIFA rights 2015 - 2022 (Rogers/CBC owned Brazil 2014)
Curling
Skate Canada
Formula 1
NASCAR
Sunday Night and Monday Night NFL Football
Tour de France
All 4 of the Tennis Grand Slams
All 4 of Golf's Majors
NCAA Basketball tournament
NCAA Football championship games
English Premier League Soccer
X games
Aussie Rules Football
World Series of Poker
World Juniors
Superbowl
Rogers owns..
NHL - everything
MLB - Bluejays, All-star game
Tennis Canada - Rogers Cup
NFL - late game
World Poker Tour
Darts
Indy car series
Indy 500
CIS Football
Future Olympic bidding.... likely not Rogers.
I don't think the NHL alone will come close to making Rogers the leader in sports in Canada considering the foothold TSN has with every other SIGNIFICANT sport in the world.
If a sports fan in Canada isn't watching hockey, they'll likely be watching TSN.
EDIT: Who owns the Triple Crown in Canada?