Broadcast TV station owner and Assembly Atlanta parent Gray Media is growing its stable of stations and is being eyed as an acquisitor of properties, like Nexstar Media Group, should the national TV ownership cap be erased by the FCC under Brendan Carr.
Now, Gray is getting attention for its signing of a video streaming deal bringing what it calls “a full end-to-end solution on Google Cloud, powered by Quickplay, that will redefine the streaming experience for viewers.”
The partnership meshes Google Cloud’s AI infrastructure with Quickplay’s cloud-native platform, offering “deeply personalized viewing experiences” — the addressable advertising solution coveted by countless CMOs and brand managers today. “By harnessing real-time data and advanced machine learning, Gray will transform how content is delivered and consumed, establishing a new benchmark for the media and entertainment industry,” the company said on Thursday.
Gray’s new video streaming environment will “revolutionize media streaming.”
How so? Gray highlights four key ways:
- Understand Viewer Preferences in Real Time: Leveraging advanced machine learning to analyze viewer behavior, content consumption patterns, and engagement metrics in real-time.
- Dynamically Adapt the Viewing Experience: Adjusting content sequences, ad loads, and overall presentation based on individual viewer preferences and engagement levels.
- Optimize Content Delivery for Maximum Engagement: Delivering personalized content recommendations, tailored search results, and seamless access across all devices.
- Future-Proof the Infrastructure: Embracing a cloud-native architecture that can scale, adapt, and evolve with the ever-changing media landscape.
Gray President and Co-CEO Pat LaPlatney commented, “This newly created video partnership marks a pivotal moment for Gray. With this game-changing infrastructure, we are leading the charge into the future of local streaming, one personalized viewing experience at a time.”
For EVP/Chief Operating Officer Sandy Breland, “We are excited to be the first to deliver this innovative technology to viewers, including tailored recommendations and a personalized content experience that is seamless across devices.”
Gray’s new streaming structure and viewer personalization strategy are expected to start rolling out in all Gray markets in January 2026.
