IFilm has expanded its advertising sales team with three hires: Excite@Home exec Ray Rotolo has been tapped veep of sales, East, a newly created post, expanding iFilm’s East Coast sales presence; Rory Oldham, senior account executive; and Sam Borelli, account manager. Rotolo, who will report to Don Meek, senior veep of sales, was director of sales for the Eastern region at Excite@Home. He was also director, affiliate sales, for NBC Cable Networks. Based on the West Coast, Oldham most recently served as corporate account exec at eMap. Borelli served as account manager at About.com and at Dr. Drew.com. IFilm’s broadband advertising products and programs — including the Istream, which incorporates streaming advertising messages into iFilm’s short films and e-mailed alerts — have attracted advertisers including the Coca-Cola Co., Mitsubishi Motors, Warner Bros., Disney, Absolut Vodka and Verizon Wireless. IFilm operates the iFilm.com short film Web site, industry site iFilmpro.com, online market research service iFilm/OTX (otx.ifilm.com) and the Hollywood Creative Directory, among other services.