Cheddar, Web Video Maker, Bets Millennials Will Use TV Antennas
- Startup plans digital antenna giveaway with Dunkin’ Donuts
- Several online media companies are exploring TV programming
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Cheddar, an online business news channel that targets millennials, is betting it can coax young viewers to look up from their mobile phones to watch old-time broadcast TV, and it’s giving away antennas with Dunkin’ Donuts to prove it.
The network will air programming on digital UHF stations in five markets that reach more than 4 million homes. Cheddar is renting the broadcast spectrum from DTV America, which owns the licenses. Dunkin’ Donuts, which already advertises on Cheddar, will distribute antennas at events in those markets.