• Mediaweek, Wednesday, August 26, 2009 10:13 PM

Outcast is shifting the content and sales strategy for its digital video network at gas pumps. The company has announced new partnerships with CBS, HGTV and CNET and is bringing all sales operations for the network in-house. Outcast thinks CNET content may offer a good environment for consumer electronics or mobile devices, while CBS' expertise in supermarket content is a natural fit for consumer packaged-goods.

The media deals end an exclusive arrangement with NBC Universal, which formerly handled all content for Outcast (formerly known as Fuelcast). By broadening its content relationships and taking control of all sales, Outcast hopes to air more niche programming to attract viewers.

"We realized we needed more flexibility in our model. Working with just one [media] provider restricted our ability to add different types of content that we could sell against," says Nathan Gill, chief media officer for Outcast. Over the last few months, Outcast has quadrupled its sales staff in preparation to take sales inside. The network has 12,600 screens in 15 of the top markets.

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