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Cheddar (TV channel)

From Wikipedia, the free encyclopedia

Cheddar Inc.
GenreBusiness & finance
FoundedJanuary 2016; 3 years ago (2016-01)
FounderJon Steinberg[1]
Number of locations
6 (2017)
Area served
Key people
Servicesstreaming media
Broadcast networks
Revenue$11.3 million[3] (2017[3])
Number of employees
LaunchedApril 2017 (2017-04)
AT&T U-verse1219
Streaming media
Sling TV, YouTube TV, Facebook Live, Amazon Prime Video, Twitter, Vimeo, Philo, Pluto TV
Cheddar Big News
LaunchedApril 2018 (2018-04)
Streaming media
Sling TV, YouTube TV, Philo, DirecTV Now

Cheddar Inc. is a live streaming financial news network founded by Jon Steinberg in the United States. Cheddar broadcasts live daily from the floor of the New York Stock Exchange (NYSE), NASDAQ, the Flatiron Building in New York City, and the White House lawn and briefing room in Washington, D.C.[2] covering new products, technologies, and services.

Cheddar targets millennials by streaming one to two hours of live content from the NYSE trading floor daily, streaming live audio on iHeartRadio, and distributing the videos on video platforms such as Amazon Prime, the Cheddar app, Facebook live, Sling TV, Pluto TV, and YouTube.[4]

According to Steinberg, Cheddar received 148 million views in August 2017 across all of its platforms.[5] On Facebook, 60 percent of Cheddar's viewers are under the age of 35.[4] Accordingly, the daily live shows have been described as "quasi-CNBC for millennials".[6]

Reportage focuses on stocks and technology. The channel is ad-free; expected revenue comes from carriage agreements with streaming services.[6] Advertising comprises either program underwriting or semi-weekly brand integration. Brand integration advertising costs $100,000 per year.[7]

Cheddar has two feeds, a paid-for and a free version. The pay feed broadcasts eight hours of programming a day, six of them live, and is available via Amazon Prime, Sling TV, YouTubeTV, and the Cheddar app. The free feed broadcasts three hours of new content daily and archived content is available through Facebook and over the air via its affiliated stations.[8] On April 2017, the channel had 100,000 viewers.[1]

YouTube Encyclopedic

  • 1/3
    99 922
  • ✪ Coke & Pepsi Aren't Really Rivals - Cheddar Examines
  • ✪ Hennings Cheddar on TV
  • ✪ Live Q&A tonight on Cheddar Kung Pao’s channel


This is Pepsi's 1905 logo, and this is Coke's from the same time period. Now, watch them evolve or in the case of Coke, stay the same. This doesn't mean Pepsi is indecisive. Instead, it's a clue that the great soda rivalry is in fact about something other than taste. Pepsi has a weird metallic aftertaste. Pepsi has a sharper taste, and I think the carbonation affects both of them differently. For years, consumers have obsessed over the smallest differences in taste. The Pepsi Challenge was a marketing campaign started in 1975. It featured a blind tasting of Pepsi and Coke. The results, more Americans preferred Pepsi. But throughout their history, Coke has held a firm grasp on the market. So, why? Both brands are courting entirely different consumers. If we look closer at Pepsi's marketing, it makes the case that this soda brand embraces change, while Coke keeps itself firmly entrenched in the classic past. This is a leaked marketing document by the Arnelle group. The firm executed the highly controversial $1 million Pepsi logo redesign in 2008. This document called Breathtaking recorded all that went into designing the new Pepsi Blue. In it, the company explains its diverse inspiration, the Hindu tradition of numerical harmony as spatial organizing, the Vitruvian Renaissance, the elements of energy, Rene Descartes' La Geometrie, and even the Earth's magnetic fields. At first, the media was all over it. But the soda has seen steady sales since. Rebranding is core to Pepsi. Change is part of its DNA, and it's part of what makes the company so successful. It's always exciting. It's innovative, and innovation is a part of its basic brand personality. That is what it's selling. It's selling excitement, warmth, young, and therefore, it needs to change to be authentic to its brand. In the case of Coke, it is wholesomeness, America, joy, very down-to-earth kind of an appeal. This central difference is manifested in the brands' mascots. Coke is Santa Claus and polar bears. Pepsi is Michael Jackson, Britney Spears, and who could forget, Kendall Jenner. Pepsi's brand essence involves change. Therefore, it must change, and that change, I don't think it's necessarily a negative since that is very much a part of its Bassano. Coke tried to change once. Introducing the new taste of Coca-Cola. It doesn't have the zazz that you need when you want a coke. Very disappointed. I think we've lost the American tradition. For Coke loyalists, it was a departure. It signified a violation of what drinkers had come to expect: sameness, consistency. Coke found it was more important to keep their existing customers happy rather than find new ones, and that's the bigger picture here. Coke isn't after Pepsi's customers, and vice versa, and the public may perceive a rivalry between the two brands when in reality, the two seem to coexist quite peacefully. Remember that logo that kept changing? It's part of that very same strategy. Pepsi has set its sights on a particular customer, one that embraces change. So, practically, the opposite of Coke's target. I would always go for a Coke over Pepsi because it's just the classic thing that we always had growing up. When we ordered pizza, we had coke with it. It's classic. Despite any notion that Coke and Pepsi are one and the same, they're courting a totally different soda drinker. A 2016 study by two Emory professors, Jagdish Sheth and Anthony Koschmann, showed that each brand has an insanely loyal base. Coke retained 94.4 percent of its loyal households from one quarter to the next. Pepsi kept 91 percent. I feel like a traitor. I feel like I've let down generations and my ancestors when I switch. Now, I feel silly for having this undying loyalty to Coke, almost, now that I taste Pepsi, but Coke is just where my brain goes when I'm like, "Okay, it's time for a fizzy bev." Today, Pepsi and Coke market to the soda drinker who matches what they stand for. In other words, there is no rivalry. So, what's your pick? Is it because of taste or something else? Let us know in the comments below, and don't forget to like and subscribe.




Jon Steinberg, former president of BuzzFeed and former CEO of Daily Mail North America, conceived of the concept after leaving Daily Mail in 2015.[4] He considered naming the channel company "Ticker" until Bustle's founder, Bryan Goldberg, came up with the name Cheddar.[9]

Steinberg founded Cheddar in early 2016 and hired Peter Gorenstein, a senior producer at Yahoo!, as the channel's chief content officer in January 2016. In September 2017, Cheddar hired Anjali Kumar, former Warby Parker executive and Google lawyer, as its first general counsel and chief people officer.[5]

In the company's first financing round in January 2016, it raised nearly $3 million, primarily from Snapchat and Lightspeed's Jeremy Liew, and additional funds from WGI Group, Homebrew, Jerry Speyer, and David Fiszel.[6]


Cheddar began streaming in April 2016[1] then on April 11 on Facebook Live[4] with one hour of programming at 9:30 am.[9] Cheddar initially streamed all videos for free, but in May 2016, the company launched a subscription video-on-demand service. Smaller clips continue to be released, but full-length videos are exclusive to subscribers.[10] On May 23, 2016, SirusXM began carrying Cheddar on a channel.[11]

Cheddar raised $10 million in funding on September 6, 2016, all of which was an equity deal from Lightspeed Venture Partners, Comcast Ventures, and Ribbit Capital.[10][12] Cheddar used the money to increase programming and set up a new studio in Santa Monica, California, becoming the company's fifth studio.[13][14]

The channel teamed with Bustle to launch its afternoon Extra Sharp show on May 18, 2016.[9] Melissa Rosenthal, a former BuzzFeed executive, was hired in May 2016 as creative development and partnership executive. Five half-hour shows ("Wheels" - automobiles, Points on Point - smart spending, Your Future Home - real estate, Your Cheddar - personal finance, and Cheddar Trading - roundtable discussion on trading) were developed by November 2016, when they were going to shop them to find underwriting.[7] In September 2016, Twitter made a deal with Cheddar to broadcast its daily coverage, with the stated purpose of giving the Twitter community another way to watch and discuss the news live on one platform.[13]

In January 2017, Vanity Fair's Hive business news and Condé Nast Entertainment partnered with Cheddar to create a live weekly series called VF Hive on Cheddar. Graydon Cartern, a Vanity Fair editor, called the series a "representation of how people are consuming more voraciously than ever."[15]

Propagate Content in March 2017 partnered with Cheddar to produce a weekly 45-minute show for international markets. Propagate also became Cheddar's international sales representative.[16] The company purchased StockStream, a Twitch hosted crowd-sourcing investment decision website, from the creator Mike Roberts in July 2017.[11][17] Also in 2017, Cheddar purchased Need2Know newsletter.[11]

On August 5, 2017, Cheddar opened its second New York studio at the Flatiron Building, in Manhattan. At the time, the channel had 100,000 viewers. The Flatiron studio was built for its Cheddar Life series.[1]

In April 2017, Cheddar started broadcasting on digital UHF stations in five markets and rents the broadcast spectrum from DTV America. Dunkin’ Donuts, a Cheddar advertiser, was handing out free digital antennas at events in the stations' markets, to publicize the over the air launch.[8]

Cheddar announced $19 million in its third round of financing in May 2017, which was led by Raine Ventures along with investors: AT&T, Amazon, Altice USA, NYSE, Lorne Michael's Broadway Video, and some existing investors. To date, the company has raised $32.1 million and has a valuation of $85 million.[14] Cheddar also hired Ross Cooperman, former head of engineering at Knowme Systems, as its chief technology officer.[2]

Cheddar partnered with Univision's Fusion Media Group in June 2017 to air on their Fusion TV cable television every weekday afternoon for two hours. The programming will be available for cable users on DISH, DirecTV, AT&T U-Verse, Verizon Fios, and Charter Communications.[18][19][20] Cheddar reports it is on 60 percent of smart TVs throughout the US.[21]

In July 2017, Cheddar partnered with Seeking Alpha to produce an "Idea of the Month" segment.[22] The partnership was extended in early 2018.[23]

KXTV started airing segments on July 27, 2017 from Cheddar during its morning and afternoon news programming as a test for a planned rollout in the Tegna TV station group.[24] These segments were rollout by August to seven News 12 Network cable channels, owned by Altice,[25] then to a handful of additional Tegna stations and WPIX 11.[26] These segments are called Cheddar Local.[27]

On July 27, 2017 the channel was added to the Haystack TV news aggregator app, which is on mobile and OTT platforms.[24] In September 2017, Cheddar announced its deal with Layer3 TV, an IP-based MVPD,[28] and plans to open a broadcast studio in the UK by 2018.[5]

Cheddar in January 2017 launched a 24-hour linear feed on Twitch, the gaming and video platform owned by Amazon.[29][30] On March 15, 2018, Cheddar announced its new TV show called Crypto Craze about cryptocurrency, which is a thirty-minute show focusing on cryptocurrency trading.[31][32] Cheddar was one of two news channels on Philo OTT Internet TV MVPD at its November 14, 2017 launch.[33]

In January 2018, Cheddar partnered with MightyHive to extend select client ad campaigns programmatically.[34][35]

Multichannel company

In March 2018, the company announced its plan to expand internationally and launch two channels, Cheddar Big News (CBN) and a channel on Snapchat Discover after securing its fourth investment round, raising $22 million. The funding round was led by Raine Ventures along with Liberty Global, Goldman Sachs, Antenna Group, 7 Global Capital, Dentsu Ventures, Jeffrey Sprecher, and Kelly Loeffler. As of this investment round, the company is valued at $160 million. Big Cheddar News is a general news streaming channel which launched on April 17.[36] The Snapchat Discover channel, also targeted for an April debut, is to be a general and business news channel.[3]

In April 2018, Cheddar announced its plan to air its live linear network on Hulu. The move comes after Cheddar's deal to bring its news channels to YouTube TV and a month after launching its Snapchat channel.[37][38][39]

In May 2018, Cheddar acquired Viacom's MTV Networks on Campus to show its latest channel CheddarU, which will stream content from its flagship financial-news streaming service and segments from Cheddar Big News to 9 million students on more than 600 campuses. Universities that qualify, can receive the CheddarU service for free. CheddarU is part of the ChedNet division of Cheddar, which focuses on installing more screens and broadcasting its service in gyms, hotels, airport lounges, restaurants, bars, among others.[40][41] In June 2018, Cheddar added another distribution outlet via a carriage deal with virtual MVPD fuboTV, an OTT TV service focused on sports programming.[42][43] GSTV, Gas Station TV, began running 20 second Cheddar segments in September 2018.[44]

Cheddar bought and its app in October 2018 from Viacom.[45] In October 2018, the company announced its programming will air for 30 minutes every weeknight on CUNY TV, the independent station by the City University of New York.[27]


  • Cheddar (April 2016[1]—present) financial news
  • Cheddar Big News (April 2018—present) general news
  • Cheddar on Snapchat (April 2018—present) financial and general news on Snapchat Discover[3]
  • CheddarU (May 2018—present) started with the purchased of MTV Networks on Campus and is part of the new CedNet


  • Cheddar Life - a series featuring business and technology news while adding in lifestyle news (health, wellness, and fashion)[1]
  • Closing Bell - a two-hour show[4]
  • Extra Sharp (May 18-November 2016; suspended)[9] – series produced in cooperation with Bustle, and based on its app, with initial shows hosted by Bustle Editor-In-Chief Kate Ward and contributor Erika Turner on the floor of the New York Stock Exchange[9]
  • VF Hive on Cheddar (February 19, 2017–present) - streams on Facebook Live of Cheddar and Vanity Fair, Cheddar linear channel and Condé Nast Entertainment digital channel[15]
  • Crypto Craze (March 2017 – present) cryptocurrency coverage[31]
  • Cheddar Local (July 27, 2017—present) 1 to 2 minute business news segments taped twice daily to be inserted into local news programs[27][27]
  • Cheddar NYC (October 2018—present) half-hour weekdays news program on the CUNY TV channel[27][27]


The subchannels are rented from the affiliates.[8]

City of license/market Station channel[46] Primary
(on main channel)
(Management Company)
Date of affiliation[8]
Cleveland-Akron WQDI-LD 20.2 Estrella TV DTV America April 2017
Jacksonville WRCZ-LD 35.5 Country Network
Kansas City KCMN-LD 42.5 Decades
Sacramento-Stockton-Modesto KFMS-LD 47.3 Altavision
Orlando-Daytona Beach WFEF-LD 50.2 Comet
Tulsa KUOC-LD 48.5 Shop LC


  1. ^ a b c d e f Henry, Zoë (August 5, 2017). "Why a Former BuzzFeed Exec Launched Cheddar, a News Streaming Service for Millennials". Retrieved April 21, 2017.
  2. ^ a b c Spangler, Todd (May 17, 2017). "Financial-News Startup Cheddar Raises $19 Million From Amazon, AT&T, NYSE, Broadway Video and Others". Variety. Retrieved 19 May 2017.
  3. ^ a b c d e "Cheddar, the 'CNBC for Millennials,' Raises $22 Million for International Expansion". Wall Street Journal. March 19, 2018. Retrieved 23 March 2018.
  4. ^ a b c d e Pierce, David (March 30, 2017). "Inside Cheddar, the Would-Be CNBC of the Internet". Wired. Retrieved 9 April 2017.
  5. ^ a b c Heath, Alex (September 11, 2017). "Cheddar, the CNBC for millennials, just made a key hire and plans to launch in Europe next year". Business Insider. Retrieved 10 October 2017.
  6. ^ a b c Shontell, Alyson (February 19, 2016). "Former BuzzFeed president Jon Steinberg launches Cheddar, a CNBC for millennials, with $3 million in funding". Business Insider. Retrieved 15 January 2017.
  7. ^ a b Barr, Jeremy (November 15, 2016). "Millennial-Focused Video Network Cheddar Looking for Brands to Sponsor Shows". Ad Age. Retrieved April 21, 2017.
  8. ^ a b c d Smith, Gerry (April 18, 2017). "Photographer: Getty Images Cheddar, Web Video Maker, Bets Millennials Will Use TV Antennas". Bloomberg. Retrieved 8 May 2017.
  9. ^ a b c d e Barr, Jeremy (May 18, 2016). "Bustle Gets a 30-Minute Show on Jon Steinberg's Cheddar". Ad Age. Retrieved April 21, 2017.
  10. ^ a b Ramachandran, Shalini (May 8, 2016). "Cheddar, the 'CNBC for Millennials,' Goes Behind a Paywall". The Wall Street Journal. Retrieved 15 January 2017.
  11. ^ a b c Varshney, Apekshita (October 16, 2018). "Cheddar Is More Than Just CNBC For Millennials". Techweek. Retrieved October 30, 2018.
  12. ^ "Cheddar Company Profile". Owler. Owler. Retrieved 15 January 2017.
  13. ^ a b Jarvey, Natalie (June 26, 2017). "Cheddar Expands Into Entertainment Coverage With L.A. Studio". Hollywood Reporter. Retrieved 14 July 2017.
  14. ^ a b Guaglione, Sara (January 9, 2017). "'Vanity Fair,' Cheddar Partner For Weekly Live Series". Media Post. Retrieved 20 January 2017.
  15. ^ Kashty, Meagan (March 20, 2017). "Propagate partners with Cheddar". RealScreen. Retrieved 9 April 2017.
  16. ^ Ciolli, Joe (July 10, 2017). "Cheddar buys the viral game where a guy lets Twitch buy and sell stocks for him". Business Insider. Retrieved October 30, 2018.
  17. ^ Huddleston, Tom (June 5, 2017). "Cheddar Is Coming to Cable TV in Deal With Fusion". Fusion. Retrieved 22 June 2017.
  18. ^ Elkin, Tobi (June 5, 2017). "Cheddar's Live Programming Goes To Fusion TV". MediaPost. Retrieved 22 June 2017.
  19. ^ Kantrowitz, Alex (June 4, 2017). "Cheddar, The "Post-Cable Network," Is Coming To Cable TV". Buzzfeed. Retrieved 22 June 2017.
  20. ^ LeFebvre, Rob (July 10, 2017). "Cheddar is the new home of crowd-controlled StockStream". Engadget. Retrieved 14 July 2017.
  21. ^ "Finding Opportunity In Small-Cap Stocks - Singular Research's Robert Maltbie's Idea Of The Month". Seeking Alpha. July 13, 2017. Retrieved 14 July 2017.
  22. ^ Victor Derguno (February 14, 2018). "Tesla Firing On All Cylinders - Victor Dergunov's Idea Of The Month". Seeking Alpha. Retrieved 15 February 2018.
  23. ^ a b Marszalek, Diana (July 27, 2017). "Cheddar Expanding OTT Reach via Haystack TV". Broadcasting & Cable. Retrieved August 2, 2017.
  24. ^ Willens, Max (August 9, 2017). "Why Cheddar is looking to local markets to build an audience". Digiday. Retrieved November 16, 2018.
  25. ^ Weprin, Alex (October 18, 2018). "Cheddar Expands Local Footprint With CUNY TV Deal". Digital News Daily. Mediapost. Retrieved November 16, 2018.
  26. ^ a b c d e f "Cheddar is here, there, and everywhere — and now reporting on local NYC news for CUNY TV".
  27. ^ Baumgartner, Jeff (September 29, 2017). "Layer3 TV to Add Cheddar to Lineup". Broadcasting Cable. Retrieved 10 October 2017.
  28. ^ Baumgartner, Jeff (January 8, 2018). "CES 2018: Twitch Tunes in Cheddar Channel". Multichannel News. Retrieved 10 January 2018.
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  30. ^ a b Buntinx, JP (March 19, 2018). "Cheddar TV Announces New Weekly Cryptocurrency-Themed Show". The Merkle. The Merkle. Retrieved 23 March 2018.
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  34. ^
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  42. ^ Baumgartner, Jeff (June 18, 2018). "Cheddar Nets Carriage on fuboTV". Multichannel. Retrieved 10 July 2018.
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External links

This page was last edited on 10 January 2019, at 02:24
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