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PRESS RELEASE: Announcing Origin SLATE - the industry's answer to viewer churn and brand engagement

Origin Launches Industry-First Native CTV Content Solution, Origin Slate, to Solve Growing Problem of Viewer Churn and Higher Streaming Costs

The solution is a bold approach to the overlooked issues that plague channel owners

NEW YORK, NY – November 9, 2021Origin, the pioneering media and technology company reshaping how brands engage and activate consumers on the largest screen at home, today launched its newest native solution for Connected TV (CTV), “Origin Slate”. Following a year of development and stealth testing with over a dozen live linear channels, Origin Slate fills unsold ad spots with highly engaging, custom-branded native content that enhances the viewer’s in-channel experience and enables channel owners to convert that inventory into valuable real estate that brands can leverage. One of Origin Slate’s first adopters includes leading independent streaming company, Cinedigm.

With the shift of viewership from traditional TV to CTV showing no signs of slowing down, the race between channel owners to keep and retain their audience is rapidly heating up. However, until now, the methods being adopted to keep viewers engaged during the ad break where they’re most likely to churn have come from a 70-year-old playbook that includes running promos, tune-in’s, or slates – a static message that informs the viewer what channel they are on and that the program they are watching will ‘be right back’. This antiquated and uninventive approach is expensive to run, delivers a poor user experience and is a waste of valuable real estate at a time when advertisers are actively seeking innovative and cost-effective ways of standing out in the living room.

“Origin Slate is the living embodiment of our commitment to solving problems that we have either learnt to live with or chosen to ignore,” said Fred Godfrey, Co-founder and CEO of Origin. “Not only does this solution allow channel owners to replace their sleepy ‘Be Right Back’ fillers with dynamic and engaging content that entertains their audience, but it also gives brands a new way to engage and activate consumers beyond the traditional ad format.”

“Nothing is worse than having viewer churn during an ad break, so adopting a solution that actively improves someone’s viewing experience was a no-brainer,” said Tony Huidor, Chief Technology & Product Officer of Cinedigm. “Origin Slate represents the kind of innovation we jump on, not only because it addresses this very real problem that every channel owner has, but because the potential it has to generate passive revenue is deeply appealing. We couldn’t be happier with what Origin has brought to the market with Origin Slate.”

Origin Slate benefits everyone in the ad chain:

  • Viewer – Creates mentally and contextually stimulating content which enhances their in-channel experience.

  • Advertiser – Designed for easy and seamless brand sponsorship, Origin Slate is the ideal place for brands to offer 'shoppable' CTV experiences or simply reinforce their presence in the living room.

  • Channel Owner – With a wide variety of highly customizable slate templates to choose from, channel owners can run native content that is both entertaining and tailored to their channels. The results are a better quality viewing experience, a smarter way to deliver promos and a new revenue stream that makes rather than costs money.

To learn more about Origin Slate, visit

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Origin is a pioneering media and technology company whose first to market advertising solutions are reshaping the way brands engage and activate consumers on Connected TV.

The architects of ‘Native CTV’, Origin fuses in-house video production with proprietary ad serving technology to create highly engaging native content that is engineered to capture the attention of a room during an ad break and enhance the connection a viewer feels towards a particular brand.

Origin was founded by media veterans Fred Godfrey and Stephen Strong whose careers have been shaped by their relentless commitment to enraging the status quo. Learn more at


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