Cheddar is now available at the gas pump

Cheddar, the business news channel catering to millennial viewers, will now provide content to GSTV, which programs content to screens at more than 18,000 gas station pumps across the country, reports Alex Weprin of MediaPost.

Weprin writes, “Under the terms of the deal, Cheddar will provide new segments to GSTV. The segments will be about 20 seconds long and focus on topics like technology and entrepreneurship. They will rotate in and out a couple of times per day to keep them fresh.

“‘We have always had a bit of a news, sports, weather, editorial angle, and with great respect to some legacy publisher brands, they aren’t built for today’s consumers or today’s models,’ Sean McCaffrey, president and CEO of GSTV, tells Digital News Daily, explaining why the company wanted to work with Cheddar.

“‘It’s a nice story of everything old being new again,’ Cheddar CEO Jon Steinberg says. ‘This is a platform that used to have traditional content, and now they are working with someone like us that has new content.

“‘We are sort of an internet-first brand that traditionally you would only associate with digital platforms. Yet, we are able to work with a great firm with a tremendous footprint. It is an incomprehensible number, of quantity, of public space.'”

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