Tuning In: Startup ViTrue Lands Investment From Comcast, Turner Broadcasting

ATLANTA — ViTrue, a startup capitalizing on the web-based phenomenon of user-generated videos by helping individuals create advertising, has landed a couple of high-profile investors.

Comcast Interactive Capital and Turner Broadcasting said Tuesday that they had invested an undisclosed amount of capital in ViTrue. General Catalyst Partners had invested in the company earlier.

ViTrue has developed a patent-pending means of working with users to create advertising based on videos developed by consumers and using ViTrue as a third-party site. The company also works with customers to avoid copyright issues.

The new funds will be used to expand ViTrue's platform and partnership efforts.

Larry Toth, managing director of Comcast's venture arm, and Dennis Quinn, executive vice president of business development for Turner Broadcasting, will join ViTrue's board.

"ViTrue combines an exciting vision with an experienced entrepreneur with whom we've successfully partnered many times before," said Greg Foster, vice-president of corporate development for Turner Broadcasting. "The company is helping to transform consumers from silent observers of marketing messages into active, vocal contributors by providing the tools and outlets for user-generated ad content. We are excited about the opportunity to experience this first hand when TBS launches its 'Funny or Not?' online campaign later this year."

Reggie Bradford, who is the firm's chief executive officer, founded ViTrue. Bradford is a former chief executive with N2 Broadband, a platform for content development. He joined Tandberg TV, which acquired N2, in 2005, then launched ViTrue.

ViTrue launched in May, raising $2.2 million in funding from General Catalyst Partners and Bradford. The company also acquired Sharkle.com, a consumer-generated web video sharing site.

TBS and ViTrue announced plans last month to launch the "Funny or Not?" user community.

ViTrue has offices in San Francisco and New York.

ViTrue: www.vitrue.com