Bitcentral Inc., the provider of award-winning efficient media workflows for broadcast and digital video, today announces that it has partnered with Saltbox TV, a content studio and online platform dedicated to older adults, to expand Saltbox TV's audience reach and enable monetization through programmatic advertising.
The partnership sees Saltbox TV use Bitcentral's recently acquired Powr.tv platform to distribute its content to many kinds of services and devices, such as Smart TVs (including unique devices and set top boxes with robust accessibility features), Amazon Fire TV, and Roku, as well as lifestyle services that are frequented by Saltbox TV's niche audience, including the LG Independa health hub, iN2L and Sirona TV. Bitcentral provides a rich user experience that is intuitive to use and supports important accessibility features such as increased font size and a brightly colored interface.
Saltbox TV was launched in March 2020 to provide much-needed entertainment to quarantined older communities in Connecticut, New Jersey, and New York. Since then, it has grown into a valuable and safe resource for older adults across the U.S.A., featuring a large content library that includes curated TV picks, movies, and Saltbox TV Originals on topics such as art, education, fitness, health & wellness, and music.
Since its inception in 2016, Powr's OTT publishing platform has quickly grown to 10M+ cumulative installs worldwide and boasts an impressive portfolio of over 200 apps that enable customers to increase audience reach across major app stores, including Apple, Google, Roku, and Amazon.Powr offers flexible monetization models across all platforms, including programmatic advertising. Itis VAST compliant and has Interactive Media Ads (IMA) SDKs built into each of its native applications for seamless rendering of VAST/VPAID/VMAP tags for a broadcast-grade, feature rich, and easily trackable ad experience. It also allows customers complete flexibility to bring their own ad demand and plug-in 3rd party ad networks or other advertising partners.
Jerry Goehring, Chief Executive Officer for Saltbox TV, said: Saltbox came out of a real need to help a niche, underserved audience access virtual programming in the most simple way, wherever they are and no matter what device they're watching on. Our priority was to get the service up and running at scale with a reliable monetization model. Bitcentral provided all of this and more and has become an incredibly valuable partner in helping us achieve our goals.
Greg Morrow, GM for Bitcentral's Streaming Media Group, said: Saltbox TV is a great example of the type of niche content services that are becoming so prevalent in the streaming era. Wherever there's an audience, no matter how niche, Bitcentral helps get the right content connected with the right viewer and unlock valuable new monetization opportunities. Through Powr.tv, Saltbox TV is now able to serve more of its audience and build a successful programmatic advertising strategy for the long term.
North America Stories
14/01/2026
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Bitcentral Inc., the provider of award-winning efficient media workflows for broadcast and digital video, today announces that it has partnered with Saltbox TV, a content studio and online platform dedicated to older adults, to expand Saltbox TV's audience reach and enable monetization through programmatic advertising.
