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What is Cheddar TV?

What is Cheddar TV? It just showed up on DIRECTV one day on Channel 354, bumping DOG-TV to Channel 560-something. Also DirecTV added Hallmark Drama to Channel 564. Unlike the other 2 Hallmark Channels this one is not in the package we subscriber too. It's available for a free preview right now along with the other Channels 566-573.

If I think it is what it is, that's the business/financial news channel aimed towards millennials that's been a resurgence lately as its been buying up more and more things, launched "Cheddar Big News" and took over MTV-U on college campuses' cable systems to become "CheddarU."
 
And Cheddar is only available if you have the internet hooked up to the DIRECTV box. It won't work as a stand alone channel. Yes, 565-570something are in a free preview. Noticed old westerns on Sony Movie Channel tonight. Smithsonian Channel looks like a cool channel to watch - NatGeo type programs, very little or no reality (hint hint, 'Wicked Tuna').
 
And Cheddar is only available if you have the internet hooked up to the DIRECTV box. It won't work as a stand alone channel. Yes, 565-570something are in a free preview. Noticed old westerns on Sony Movie Channel tonight. Smithsonian Channel looks like a cool channel to watch - NatGeo type programs, very little or no reality (hint hint, 'Wicked Tuna').

A couple of Cheddars are also available on YouTube TV, as is the Smithsonian Channel.
 
What's the idea of not providing a linear channel on Directv, a satellite TV service? Surely it lessens the amount of viewers able to access the channel a huge amount? It is available as as a traditional cable channel on a few cable providers and also OTA in a few markets isn't it?
 
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