According to an article in Bloomberg today, the “live and on demand video news network” Cheddar plans to give away small over-the-air UHF antennas. Cheddar is renting broadcast space from DTV America in five markets and will partner with advertiser Dunkin Donuts to give away antennas in those markets.

Jon Steinberg, founder of Cheddar, said that the number of broadcast-only homes is rising. “Anywhere we can provide a stream that replicates that cable news viewing experience is where we’re going to be,” he said.

Cheddar’s eight-hour programming day is available on Sling TV and as a separate app. “It also has a second feed — two to three hours a day of original content plus archived programming — that’s carried on Facebook and will air on the broadcast stations.”

It’s great to see another entry into the universe of digital sub-channels. I hope that more OTA choices will lead to more OTA viewers, which then lead to more OTA choices.