ViewLift has significantly expanded its distribution network with its launch on Comcast’s Xfinity and Xumo platforms. In tandem with this strategic rollout, the company has appointed Charles Mellilo as chief business officer, where he will lead global business development and marketing efforts.
With this launch, ViewLift-powered apps, including Monumental Sports Network’s Monumental+ and Altitude Sports’ Altitude+, are now available on Xfinity X1, Xfinity Flex, Xumo TV, and Xumo Stream Box. This integration brings live games, behind-the-scenes access, and exclusive programming from teams such as the Washington Capitals, Wizards and Mystics, the Denver Nuggets and Colorado Avalanche to millions of new households in their respective broadcast territories via Comcast’s entertainment platforms.
“We’re excited to extend Monumental+ and Altitude+ to fans through Comcast’s Xfinity and Xumo devices,” said Rick Allen, CEO of ViewLift. “This milestone reflects our commitment to delivering premium content with unmatched accessibility and user experience.”
To support its continued growth and deepen its market impact, Mellilo has been named chief business officer. He brings more than 20 years of experience driving strategic partnerships, revenue generation, and direct-to-consumer streaming success across leading media and sports organisations. Most recently, he served as chief media and marketing
officer at World Racing Group and previously held senior roles at Endeavor Streaming, where he helped launch and scale platforms for the UFC, NBA, ESPN, and WWE.
“Charles is a proven leader with deep expertise in streaming and a track record of building high-impact commercial teams,” said Allen. “As we scale our business globally, his leadership will be critical to accelerating revenue and delivering greater value to our partners.”
“I’m thrilled to join ViewLift at such an exciting time in its journey,” said Mellilo. “The company’s technology and client focus are tremendous. I look forward to continuing to expand ViewLift’s success, and increasing its impact across the global sports and media ecosystem.”
