Entertainment company Cineverse has partnered with streaming technology firm Wurl to power and distribute its growing slate of free, ad-supported streaming channels, the companies announced on Thursday.

In the coming weeks, Cineverse will migrate its existing FAST channels to Wurl’s platform and will launch additional linear streams — including some oriented around music — as part of an effort to expand into other content genres.

“We’re very excited to be working with Wurl’s highly-trained and experienced team to expand our FAST channel portfolio,” said Tony Huidor, the Chief Operating Officer and Chief Technology Officer at Cineverse.. “With this new partnership, we’re already benefiting from greater ease of use, significantly reduced costs with faster and more simplified channel launches. In addition, we look forward to being able to benefit from stronger ad monetization, future personalization and discoverability tools that will provide Cineverse with new avenues for growth.”

Wurl operates a network of FAST channels through the Global FAST Pass (GFP) brand, which are available on more than 50 global streaming TV platforms that reach over 173 million smart TVs monthly. Its offerings pair nicely with Cineverse, which has a premium content library of more than 70,000 films, TV series and podcasts.

“It’s exciting to work with companies like Cineverse who are always looking to innovate and create better experiences for their viewers,” said Dave Bernath, the Vice President of Sales and Partnerships at Wurl. “We look forward to growing our partnership and supporting Cineverse with onboarding new channels and delivering greater personalization.”