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Rogers Media is cutting 200 jobs from its production staff across its TV, radio and digital properties. (Sanjit Das/Bloomberg)

Rogers Media says it plans to shed about four per cent of its workforce.

The media conglomerate announced the cost-cutting move in a statement Monday, saying 200 jobs would be lost as a result.

"We have identified cost efficiencies in production, operations and procurement, and have made the difficult decision to reduce head count, primarily affecting conventional TV, radio, publishing and back-office positions," the company said in a statement, citing "softening advertising market, fierce competition from global players and shifting audience consumption habits" for the decision.

The cuts will be in effect as of next week, and "will conclude as soon as possible," the statement reads.

Rogers Media operates 24 TV stations, 52 radio stations, 57 publications and 93 websites across Canada.

No details on where the specific cuts will come from have been given.

The cutbacks come on the heels of a similar move announced in November by Rogers' rival Bell, which cut 380 positions in Toronto and Montreal across various TV, radio and online properties including CTV, BNN and CP24