Yupp Video Services (YVS), the B2B technology arm of YuppTV specialising in white-label OTT platforms and streaming solutions, has entered into a strategic partnership with Get After It Media (GAIM) to launch Heartland+, a next-generation OTT application. The collaboration marks GAIM’s formal expansion into the digital streaming ecosystem, extending the reach of its flagship on-air network, Heartland.

Get After It Media operates a portfolio of television networks, including The Heartland Network, Retro TV, The Family Channel, The Action Channel and Rev’n. With Heartland+, the company aims to bring its established country music-led brand into the OTT space, supported by advanced advertising technology and new content verticals, ANI reported.

Heartland+ will be powered by YVS’s latest streaming technology, enabling a mix of ad-supported and subscription-based offerings. The platform will feature an expanded library of Heartland’s country music content, alongside new verticals focused on family-friendly programming and action-driven entertainment, while remaining anchored to the network’s core country music identity. YVS’s experience in building scalable, data-driven OTT platforms is expected to ensure seamless delivery across connected TVs, mobile devices and the web.

The rollout of Heartland+ is scheduled to commence in the second quarter. Viewers will gain premium access to curated country music content, family shows and action programming through flexible subscription options. At the same time, advertisers will be offered advanced, data-driven ad units designed for scaled and targeted reach, opening up new monetisation opportunities for GAIM.

Commenting on the partnership, Uday Reddy, Founder and CEO, Yupp Video Services, said, “Our partnership with GAIM to launch Heartland+ blends our decade-long OTT expertise with their authentic country music heritage and family values. This app will deliver advertisers enhanced targeting precision through advanced data analytics, while providing viewers with seamless, multi-device access.”

Joel Wertman, Co-President and CEO, Get After It Media, added, “We look to partners such as YVS to help us enable data-driven audience solutions for advertisers looking to reach their customers with maximum efficiency and targeting capabilities at scale. The future of our business is highly dependent on our ability to bring innovative and data-driven audience solutions to our customers.”
With Heartland+, GAIM is positioning itself to strengthen audience engagement beyond traditional broadcast, while YVS continues to deepen its footprint as a technology enabler for global OTT and connected TV platforms.