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Dentsu Ventures, the corporate venture capital fund of the Tokyo-based advertising and PR giant, has invested in Cheddar, the US based digital news network.

Cheddar currently produces and distributes news videos from four locations around the US, specialising in the production of business news communicating new product launches, services and technologies. Cheddar then brings that content directly to viewers via its own video distributors and social channels.

Having acquired a stake in this operation Dentsu will support a further expansion of operations by backing creation of a new media ecosystem, expanding distribution channels and promoting collaboration with its clients.

Founded in 2016 Cheddar has risen to the fore courtesy of rapid growth and high viewer engagement, branding itself as the "leading post-cable network".

The once mighty cable TV sector is beginning to show signs of vulnerability with streaming video services surpassing it among millenials for the first time.