MediaMorph, a Software-as-a-Service provider that helps media companies track and manage their digital businesses across platforms, has raised an additional $2 million. The investors were not disclosed. The new financing brings to $3.5 million the total amount raised to date. MediaMorph has also announced a business development alliance with United Talent Agency.
Recently I spoke with Shahid Khan, MediaMorph's chairman and chief strategist to learn more about MediaMorph. Shahid was formerly a senior partner at IBB Consulting, a well-known firm in the online video and digital media industries.
Shahid explained that MediaMorph is trying to address the increasing business complexity media companies experience as they digitally distribute their video and other assets to multiple outlets. MediaMorph isn't a content or ad management provider, rather, it offers the software tools to track and report on where assets have been scheduled and delivered so that accurate reports and billing can be performed.
MediaMorph breaks down its product into 4 modules - mm:License which stores all contract details, mm:Syndicate which is a master delivery schedule of assets, mm:Track which generates customized reports based on distribution partners' data, and mm:Royalty which creates an audit trail for royalties and billing. MediaMorph integrates with other content management and ad management systems which would provide the underlying data. MediaMorph's current customers include E!/G4/Style Networks, HBO, Sony Pictures and Warner Bros. A recent partnership with LibreDigital is targeted to eBook and eMagazine publishers.
As digital distribution makes operating media businesses more and more complex, and digital revenues become more material, the need for these types of tracking and management systems will no doubt grow. Standalone systems like MediaMorph will need to integrate easily with other parts of the digital media workflow to succeed. Meanwhile, it's likely that existing players in the workflow will also try to expand their footprint to help customers to track and manage their digital businesses.
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