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Azuki reveals new mobile media platform

Azuki Systems is today unveiling a mobile media platform that categorises and breaks-up small pieces of mobile TV that the company’s founders believe will be more popular than the current status quo of offering live or streaming mobile TV.


The company, which has raised $6.6 million in venture capital, has been working incognito under the pseudonym of Peermeta for the last six months or so.


The company is also set to announce its partnership with WheelsTV, which provides car reviews and other content about automobiles online. WheelsTV will be using it to launch a mobile offering.


“it’s hard to find and navigate content on smartphones and feature phones. If there’s a five minute-long clip, perhaps there are only 30 seconds that are relevant to you, but it would be difficult to ever find it,” Said John Tremblay, the company’s co-founder and VP of marketing.


“The need to have to browse and find everything is hard to do on a phone. Personalization has to be more than changing a ringtone and wallpaper on the phone. This is a new level of content relevancy,” he said.

The platform relies on metadata behind the video to spit it up in to small pieces. In a demo of the WheelsTV mobile service, you can see a car review that might be several-minutes long, but in a slideshow-like format.  


In this way, a user could see a tile of the car’s navigation system that might be of more interest than everything else, and skip to that section.


User’s can then comment on that video segment, send it via SMS or through social networks, like Facebook or myspace.


Tremblay said that’s providing a social and viral aspect to video that hasn’t been there yet, as well. Azuki is trying to set up many partnerships with various content owners, including Web portals, and establishing a revenue-sharing agreement with mobile advertising playing a role. 

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