Freewheel partners Mediaset Play

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FreeWheel and Comcast Technology Solution have announced a partnership with Mediaset for the platform Mediaset Play, a new live and on demand online streaming service. The new offering helps unify Mediaset’s video distribution and advertising stack and is part of the broadcaster’s overarching AVOD (Advertising VOD) strategy. Mediaset Play is the result of a new collaboration and deployment of technologies powered by FreeWheel and Comcast Technology Solutions (CTS), both part of Comcast Cable.

 One of the main benefits of the integration is the ability for Mediaset to optimise the distribution of its video on demand (VOD) services. As a result, the broadcaster will reach a wider set of consumers. It also gives consumers greater choice and enhances the user experience through the platform’s stability, improving the functionality of its live streaming.

 Mediaset CTO Maurizio Galli remarked: “We chose the Comcast Technology Solutions and FreeWheel platforms because they are true leaders in their field and offer a solid solution to support our business needs. This collaboration will ensure Mediaset continues to innovate in a competitive market.”

 Mediaset Play integrates the combined, industry leading technologies of Comcast Technology Solutions’ online video management platform and FreeWheel’s ad management platform. Together, these technologies will unify and power Mediaset’s monetisation strategy for content and ads as it launches new apps on the web, iOS, Android and smart TV, the latter being developed with cutting-edge HbbTV technology. Mediaset Play also enriches the new generation of advertising products offered by Publitalia, Mediaset’s sales unit, enabling new models of interactive and addressable TV advertising.

 

Paola Colombo, General Manager, Adtech and Business Development for Publitalia said: “By being able to use the Comcast Technology Solutions and FreeWheel platforms as part of an integrated technology stack, Mediaset will be able to achieve high quality delivery and improved time to market through one standardised platform and vendor. The collaboration will also ensure that we, in partnership with Mediaset, can better monetise content optimally, and increase revenue and provide a better yield on investment.”

 Mediaset was the exclusive broadcaster of the 2018 FIFA World Cup and utilizing this new Mediaset Play offering, it was able to reach a wider audience and increase sales. The broadcaster transmitted every match live. As a result, it reached nearly 300 million viewers in total and amassed 35 million views online and on mobile, further enriching content fruition via smart TVs with the interactive HbbTV app, and generating greater user engagement and increasing sales through this innovative platform and partnership.

 Thomas Bremond, General Manager, International, FreeWheel and Comcast Technology Solutions, said: “We’re delighted to be working with Mediaset and to be able to provide them with a robust and scalable technology solution. Combining FreeWheel and Comcast Technology Solutions’ unique platforms gives Mediaset the ability to segment their various business models, while knowing they have the high quality and trusted reputation of Comcast behind them.”


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