NitchTV launches Sports First with FAST tech outfit MuxIP

Ad-supported streaming technology specialist MuxIP has launched NitchTV, described as a creator, curator, and distributor of niche content channels, across platforms globally, available to Samsung TV+, LG Channels, Amazon FreeVee, and others.

MuxIP’s FASTHub for OTT platform will initially deliver NitchTV’s Sports First, a premium sports content channel that features content from SNTV, the provider of sports video news and highlights, as well as others. The company said this would be the first time that major sports league and athlete content will be available as a dedicated channel on FAST.
Sports First has created a multi-platform brand that spans FAST, selected social media, and other outlets. Covering US and European sports, the outfit boasts more than 1,700 hours of fresh sports news content per year and a 20% daily refresh rate.

MuxIP has focused on delivering special-interest sports channels, from World Poker Tour to The Grappling Network to MTRSPT1, among others.

MuxIP has a  patented system for rapid ad stitching and content delivery to deliver for clients. The company announced its first live FAST channel deployments in 2022.

“We see audience discovery and retention for Sports First content leading the category in every corner of sports verticals that have viral, high-value eyeballs for advertisers. More than the brilliant curation of sticky content for sports fans, Sports First is an exemplar of what FAST content will be in the coming years: premium OTT channels for premium audiences,” said David Flack, CEO of NitchTV.

“The mainstreaming of sports on FAST was inevitable, and we are conditioned to deliver Sports First, given our heritage in 24/7 live and on-demand niche sports content. The ad support for this genre of content will be huge, and we have built out our platform to support this kind of high-demand content stream for the sports audience,” said Frank Brown, managing director, international, MuxIP.