Cheddar Bets Millennials Will Use TV Antenna

Cheddar, an online business news channel that targets millennials, believes 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 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.

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