Gray Media deploys AI-driven streaming platform built with Quickplay and Google Cloud

Gray Media has completed the rollout of its next-generation streaming platform across 113 television markets, consolidating its digital operations into a single cloud-native system built with Quickplay and Google Cloud AI.

The platform unifies more than 1,300 digital touchpoints, including websites, mobile apps and connected TV applications.

The deployment follows an agreement announced in August to integrate Gray Media’s digital footprint.

The system is designed to deliver localized news and entertainment to 37% of U.S. TV households, while supporting 269 live channels and 123 free ad-supported streaming TV channels across platforms including Amazon Prime, Roku and Samsung TV Plus.

“Our vision to transform the local news experience has taken a step forward today,” said Pat LaPlatney, president and co-CEO of Gray Media. “Our collaboration with Quickplay and Google Cloud has enabled us to not just build but scale a platform that empowers our local newsrooms and provides our viewers with a truly next-generation experience.”

The platform uses Quickplay’s orchestration layer to integrate channel management, scheduling, ad insertion and distribution into a single workflow. Google Cloud technologies, including Vertex AI and BigQuery, support personalization, analytics and advertising operations.

Early results from the rollout indicated reduced infrastructure costs, increased viewer engagement and faster delivery of breaking news. The company also reported improved advertising efficiency through more targeted ad placement.

“Gray Media is one of the largest local broadcast operations in the country, and deploying a unified infrastructure across 113+ markets was not a simple integration,” said Paul Pastor, chief business officer at Quickplay.

“But this is what Quickplay’s content-to-value operating system was built to do.”

The platform is built to support further expansion, including new application interfaces, AI-driven content creation tools and enhanced streaming features planned for deployment in the coming months.