Network 10, an Australian broadcaster owned by CBS, has licensed You.i TV’s Engine One to update the advertising and user experience on its 10 Play streaming platform.
The partnership will standardize the 10 Play app user experience across its video streaming platforms, including Telstra TV, connected TVs, streaming media devices, game consoles and mobile and tablet apps. It will also offer new ad formats on the app beyond pre- and mid-roll ads. Advertisers will be able to choose formats that can be passive, interactive or non-intrusive.
“10 Play is having another record year as we continue to invest in the content and product capabilities on the platform. Having relaunched the 10 Play website earlier this year with an improved user and advertising experience, I’m really excited to be partnering with You.i TV to be transforming the audience experience for 10 Play on apps and connected devices,” said Liz Baldwin, general manager of digital for Network 10, in a statement.
“Re-imagining the customer experience to help engage users goes well beyond platform reach. The 10 Play program team are keenly focused on how best to serve their audience – from where they watch, how they watch, and how they interact with both natural and sponsored content. Using our unified codebase approach, they can improve all aspects of the experience making every pixel count,” said You.i TV CEO Jason Flick in a statement.
In 2017, CBS beat out a counterbid from Lachlan Murdoch, former co-executive chairman of 21st Century Fox and current CEO of Fox, to buy Network 10. CBS originally bid $25.6 million for Ten. According to Variety, Murdoch then swooped in with a bid of $28 million and eventually raised it to $43.9 million before CBS reportedly countered with $40 million.