Israeli start-up HIRO Media in NBC deal

HIRO’s platform enables NBC site DotComedy to commercialize free downloadable content by including copyrighted advertising.

Israeli start-up HIRO Media Ltd. will supply its technology to DotComedy.com, the internet entertainment channel of NBC, for the downloading of content, together with its advertising, for free.

DotComedy has begun using HIRO’s platform for its “Comedy To Go”, a collection of original video clips, and will use the platform for all downloadable content. Hiro Media’s US representative, William Morris Digital Department, brokered the deal.

HIRO’s platform works with Windows Media Player. It enables DotComedy to commercialize free downloadable content by including copyrighted advertising, which is viewed along with the downloaded content, in a way similar to the model for television broadcasts.

HIRO’s solution enables NBC to dynamically change advertisements each time a user views the content, whether online or offline. This flexibility enables advertisers to operate in an active, personalized, manner, depending on the time of day and the program.

DotComedy CEO Sean Redlitz said, “From the first joke in history to the latest video clip, comedy is at its best when it is transmitted from person to person. We’re very excited to offer viewers a new way to download original content, share it with others, and offer advertisers a way to deliver focused messages to viewers in a dynamic way at the right time.”

Published by Globes [online], Israel business news - www.globes.co.il - on August 8, 2007

© Copyright of Globes Publisher Itonut (1983) Ltd. 2007

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