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Photo: Cheddar

Cheddar, the streaming video network dubbed the "CNBC for millennials" is acquiring Rate My Professors (ratemyprofessors.com), the popular website used by college students to rate their teachers and professors.

Why it matters: The franchise, used by more than 6 million students a month, will add a user-generated component to Cheddar's business, which to-date has focused on mass distribution of professionally-created news content.

Details: Advertising company Taboola has also signed on as a strategic in-feed discovery partner for Cheddar’s operation of Rate My Professors. In a statement, Taboola CEO and founder Adam Singolda says the company is bringing an infinite scrolling feed structure to the site, which is meant to attract millennials.

Between the lines: The acquisition follows a spree of acquisitions and partnerships brokered by Cheddar over the past few months, many of which focus on winning the young adult and student demographics.

  • In May, the company acquired Viacom's "MTV Networks on Campus," the distribution platform for Viacom's college campus-based service, MTVU.
  • The live network, now called CheddarU, reaches nine million students nationwide on 600 college campuses.

The bottom line: Cheddar has built an extensive distribution network to make sure their content is consumed as widely as possible.

  • Like other popular media businesses, they hope to have more pricing leverage, both with consumers and distributors, once they reach a point of saturation. In July, Cheddar said it will do $25 million in revenue for 2018, but Steinberg says it will now be closer to $30 million. Still, millennials are their target audience.
"Rate My Professors coupled with our OTT networks and CheddarU network makes us the defining media company for a new generation that has no relationship with legacy cable news media.”
— Cheddar CEO Jon Steinberg

Go deeper

Mike Allen, author of AM
2 hours ago - Politics & Policy

Biden's "overwhelming force" doctrine

President-elect Biden arrives to introduce his science team in Wilmington yesterday. Photo: Kevin Lamarque/Reuters

President-elect Biden has ordered up a shock-and-awe campaign for his first days in office to signal, as dramatically as possible, the radical shift coming to America and global affairs, his advisers tell us. 

The plan, Part 1 ... Biden, as detailed in a "First Ten Days" memo from incoming chief of staff Ron Klain, plans to unleash executive orders, federal powers and speeches to shift to a stark, national plan for "100 million shots" in three months.

Off the Rails

Episode 2: Barbarians at the Oval

Photo illustration: Sarah Grillo/Axios. Photo: Jim Watson/AFP/Getty Images

Beginning on election night 2020 and continuing through his final days in office, Donald Trump unraveled and dragged America with him, to the point that his followers sacked the U.S. Capitol with two weeks left in his term. This Axios series takes you inside the collapse of a president.

Episode 2: Trump stops buying what his professional staff are telling him, and increasingly turns to radical voices telling him what he wants to hear. Read episode 1.

President Trump plunked down in an armchair in the White House residence, still dressed from his golf game — navy fleece, black pants, white MAGA cap. It was Saturday, Nov. 7. The networks had just called the election for Joe Biden.

Fringe right plots new attacks out of sight

Illustration: Aïda Amer/Axios

Domestic extremists are using obscure and private corners of the internet to plot new attacks ahead of Inauguration Day. Their plans are also hidden in plain sight, buried in podcasts and online video platforms.

Why it matters: Because law enforcement was caught flat-footed during last week's Capitol siege, researchers and intelligence agencies are paying more attention to online threats that could turn into real-world violence.

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