Atlanta-based local TV station group Gray Media is rolling out a hyper-personalized DTC service that will debut in January, utilizing end-to-end streaming solution technology from OTT solutions firm Quickplay Media via Google Cloud. “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,” explains Gray, which owns affiliates of ABC, CBS, NBC and FOX. The as-yet-unnamed product from the new partnership will understand viewer preferences in real time and adjust content sequence and ad loads based on consumer habits.

Personalized content recommendations, tailored search results and seamlessly provided across multiple devices are additional features built-into the new offering, which a Gray Media announcement says will “future-proof the infrastructure, embracing a cloud-native architecture that can scale, adapt, and evolve with the ever-changing media landscape.”

“This collaboration demonstrates our commitment to helping media companies transform their businesses with AI,” Global Director of Media & Entertainment for Google Cloud Albert Lai said in the backgrounder from Gray.

This newly created video partnership “marks a pivotal moment for Gray,” writes TV Technology, quoting Gray President and co-CEO Pat LaPlatney saying Gray is “leading the charge into the future of local streaming” with “game-changing infrastructure.”

“This deal underscores Gray Media’s commitment to embracing cutting-edge technology to meet the evolving demands of viewers,” reports Cord Cutters News. “By combining Google Cloud’s AI prowess with Quickplay’s flexible platform, Gray is positioned to lead the industry in delivering innovative, engaging, and highly personalized streaming experiences to audiences nationwide.”

Gray says its portfolio includes the top-rated stations in 78 markets according to the annual 2024 rankings, and it also has the largest Telemundo affiliate group, with 44 markets.

In addition to Gray Digital Media, a full-service digital marketing agency serving  national and local clients, the company also owns Assembly Atlanta, a TV and film production complex and a mixed-use development located in Doraville, Georgia that has NBCUniversal as an anchor tenant.

“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,” reports Radio & Television Business Report.