Smart TV maker Vizio has launched its first exclusive branded content program in partnership with the sports betting service BetM GM that the company hopes will appeal to food and sports fans alike.
The Travel Channel's "Man vs. Food" host is the host of the show "3 Pointers."
The NCAA March Madness college basketball tournament is one of the most-watch sporting events in the United States. The four-part, short form series can be watched from an advertisement on the home screen of Vizio's streaming platform and from the free, ad-supported streaming service (FAST) WatchFree+.
The show is part of a strategy by a streaming hardware maker to build out a connected TV business. In the last few years, Apple, Amazon and Roku have all offered original content that is exclusive to their premium and ad supported services.
One of the first examples of an original program developed exclusively through a partnership with an advertiser is "3 Pointers"
"As we continue to evolve the experiences we deliver to our customers, we're also expanding the opportunities we can provide brands to connect with our audience in unique ways that add value to their journey," Steve DeMain, the vice president of branded content and sponsorship at Vizio, said in a It is a win-WIN.
Fierce Video has reported that the connected TV platform known as SmartCast is the fastest-growing part of the company's business. The company earned $477 million in platform revenue last year, thanks to 17 million users of Platform Plus.
"3 Pointers" is intended to provide streamers with more content choices, as well as being a proof of concept for future marketers who want to take advantage of unique and measurable advertisement opportunities."
The brand is part of the entertainment according to a spokesman for the company.
Executives hope that "3 Pointers" will last longer than the March Madness tournament.
"We collaborated with Vizio on this one-of-a-kind programming from concept to completion with the goal of creating a premium entertainment experience that taps into the excitement of March basketball," Matt Prevost said in a statement. "'3 Pointers' is a creative and dynamic series that we hope sports fans will enjoy throughout the month of March."
This effort is not original content but exclusive branded content.
