In a partnership exceeding 5 years, we have collaborated with NBC on the technical delivery of a suite of mobile and 10-foot streaming. Through implementation of advanced analytics and A/B testing we helped NBC optimize the overall product as well as targeting personalization, driving up user engagement and content discovery. Extensive efforts were undertaken to customize the players and overwrite player behaviour in order to reduce buffering, reduce video start up time and ultimately improve the viewing experience. Over the course of the partnership, we have supported NBC and its brands (Bravo, E!, Oxygen, SYFY, USA, Telemundo) through multiple redesigns to ultimately bringing all of NBC’s content together into one platform. With well over 10 million users on Android alone, UI Centric and NBC bring together dozens of technologies to deliver a seamless viewing experience of live and on demand content to users across the US.