If I'm Rogers, I'm over the moon happy with AA right now. Yes they opened up the vault to take on salary but AA had done a good enough job stockpiling talent that he was able to trade for the game's most precious commodity- starting pitching- in a really incredible way.
It's easy to spend money, especially by overpaying for free agents. The RA Dickey deal and the Melky deal are both below market value by most standards (especially Dicky), JJ is on a one year so yes you may lose him but if he breaks down badly you haven't committed dollars either. Lost of teams go on spending sprees, but it's also common for their moves to attract a lot of criticism. AA's moves are pretty much universally seen as getting bang for buck, the only criticism is about how much he may have given away at the prospect level.
So if I'm rogers, in direct competition with TSN and Bell, I just stole the national sports spotlight and for sure the Toronto spotlight heading into a long period where my network will carry Jays games and TSN will have to rely on the CFL. In a lot of ways, AA may just have made Sportsnet miles more competitive (and valuable) than it was two months ago. Really an incredible job of not only adding talent and spending money (I think) in a very intelligent way, but also what a marketing coup for Rogers. The timing of these two massive trades was impeccible that way.