Cheddar Founder and CEO Jon Steinberg meant it when he said he’s willing to break with his digital orthodoxy for an opportunity that could increase the reach and awareness of his network. Mr. Steinberg has been doing just that and is showing no signs of slowing down. The rapid expansion of Cheddar which is almost in its second year of operation has been impressive. The company has forged multiple partnerships and has a presence on all the leading OTT platforms you can think of. But Steinberg knows there are many more eyes out there beyond those services and so his push onto terrestrial viewing platforms has been expanding. First the deal to broadcast via UHF back in April that could potentially put Cheddar’s programming in 4 million homes. Then came the deal with cable network Fusion which reaches 60 million homes where 2 hours would be carved out for Cheddar programming every weekday . Now this week, another deal on the terrestrial front via a new initiative called “Cheddar Local” that calls for one to two minute bites (pun intended) of market updates slipped into local news programming across the country. The new initiative is kicking off with two major partners, News 12 Networks in New York and Tegna’s ABC Sacramento broadcast station. As usual, Mr. Steinberg always points out that these deals are a win win for all parties.
Cheddar gets exposure to large audiences in local news markets, and local TV stations get high-end business and tech coverage from the heart of the New York Stock Exchange. Local news is the ratings leader in markets across the country. Everyone loves their local news, but if you’re in Des Moines, Iowa you can’t provide the same stock market coverage that you could if you were headquartered in the heart of the financial center of the world.
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