Future Today announced a slate of new partnerships and products this week, including the launch of a new platform that will help advertisers measure the emotional sentiment of their campaigns across brand-safe content and a pact with Chuck E. Cheese Entertainment for the development of a new media enterprise.
The announcements were made at IAB NewFronts on Wednesday, during which Future Today noted the various partnerships the company has forged involving its Happy Kids and Fawesome brands.
“Streaming and (connected TV) have become the de facto standard on how consumers watch video content, with FAST channels leading the growth in ad-supported streaming,” said Vikrant Mathur, the co-founder of Future Today. “As one of the earlier adopters to CTV, it has been our mission to enhance both viewer experience and advertiser value across our platforms by continuing to offer buyers premium inventory and privacy-safe solutions.”
That includes supporting content creators by helping them produce and distribute brand-safe shows and movies across its media ecosystem, including Happy Kids and Fawesome.
Last year, the company revealed Fawesome Originals, a banner brand that has helped support the development of original shows and series. Now, Future Today is taking things to the next level with partnerships involving Pangea Entertainment Productions and Digital Media Studios, Gusto TV and Bold Baking Network that will deliver lifestyle, documentaries and culinary-focused programming across the free, ad-supported streaming TV (FAST) universe.
Future Today is also focused on helping brands launch their presence across connected TV and FAST: Last month, the company announced it was developing a FAST channel with Chuck E. Cheese Entertainment (CEC Entertainment). On Wednesday, Future Today offered more information about the partnership, saying the company was working with CEC Entertainment on a new media network that will support several FAST channels and on-demand apps — not just one.
The Chuck E. Cheese Media Network will be aimed at kids between the ages of 3 and 8, along with their parents, and deliver brand-safe content curated from Happy Kids and Fawesome.
“Entertainment has evolved dramatically in the streaming era, and we’re passionate about creating spaces where generations come together through shared viewing experiences,” said David Di Lorenzo, the Senior Vice President of Content Acquisitions and Partnerships, at Future Today. “Our channels like HappyKids and Fawesome are designed with co-viewing at their heart, offering content that sparks conversation, laughter and learning between parents and children. We carefully curate and develop programming that balances educational value with entertainment, ensuring viewers find content that’s not only safe but genuinely engaging for everyone in the household.”
Looking for Future Today’s content won’t be tough for owners of TCL smart TVs: This week, the company said it was deepening its partnership with the electronics firm through the addition of Fawesome branded buttons on the remote controls of TCL-made Amazon Fire TV sets. The new remotes are expected to be bundled with new TCL Fire TVs during the second half of 2025 — just in time for those Christmas TV sales.
“We are pleased to offer new TCL TV customers direct access to the Fawesome streaming service from the TCL remote,” said Catherine Zhang, the Vice President of Content and Partnerships at TCL. “Our expanded relationship highlights our commitment to enable our users to discover the best-in-class programming on our platform in just one click.”
On the advertising side, Future Today recently launched a new Marketplace platform that delivers more than 1.5 billion owned-and-operated, privacy-safe, addressable ID-less impressions across its premium, brand-safe inventory. Building on that momentum, the company announced a new partnership with Sleeping Giant Labs that helps measure emotional sentiment across connected TV advertising campaigns that run on its platforms.
“The solution offers the next evolution in advertising measurement by going beyond awareness, sentiment, and recall to capture and understand how viewers feel when they watch an ad,” a spokesperson for Future Today said in a statement. “By blending traditional brand lift metrics with proprietary emotional data and brand benchmarking, marketers can measure resonance, get actionable insights such as content and media direction, and identify users that are most likely to convert based on their emotional and traditional brand lift responses, including purchase intent triggered by an ad.
