What is Cheddar? Cheddar is a “Post-Cable Network” that broadcasts live from the New York Stock Exchange. They are primarily distributed outside of the cable bundle (over-the-top) but have recently struck interesting distribution deals.
What is interesting about this deal? A network (Cheddar) that is disrupting the existing distribution channels for media (pay TV bundle, etc.) is going to distribute their content through the original distribution channel for video (broadcast).
Smart for both sides. Local broadcast stations get quality content at a lower cost than if they produced it themselves. Cheddar generates revenue from every station group that it signs allowing it to increase quality and quantity of its content ultimately leading to additional distribution deals.