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Social Startup Mass Relevance Hires USA Network Digital Head Jesse Redniss

Exec to head strategy for Mass Relevance, which aggregates and filters social conversations for media companies and brands

Mass Relevance, a startup that aggregates social chatter for TV networks, advertisers and other media companies, has hired Jesse Redniss, previously head of digital for NBCUniversal’s USA Network, as chief strategy officer.

Redniss previously served as senior VP of digital for USA, where he spent more than eight years leading the cabler’s digital monetization, social TV and second-screen initiatives. In the newly created position at Mass Relevance, Redniss is tasked with developing and executing on the company’s strategic initiatives.

“Jesse’s decision to join Mass Relevance is a tremendous validation of our media approach, and he will play an important role in driving our thinking and execution moving forward,” Sam Decker, founder and CEO of Mass Relevance, said in a statement.

Prior to USA, Redniss worked at media buying agency Tangible Media with clients including game publishers Atari and Midway, as well as several specialized ad agencies. He also worked in the music biz at Volatile Media and SONY 550DMV.

“Mass Relevance offers media companies a tremendous opportunity to deliver a unified screen experience that engages consumers in new ways,” Redniss said in a statement.

Mass Relevance, based in Austin, Texas, has partnerships with 300-plus brands, sports teams, publishers and TV networks including ABC, NBC, CBS and Fox for aggregating, filtering, and re-displaying content from social networks to any digital property. The company says that to date, it has delivered more than 35 billion pieces of social content on behalf of clients including Pepsi, Campbell’s, GE, Target, Walgreens and Microsoft.

According to Mass Relevance, five of the top 10 primetime TV shows use its platform to integrate social online and on-air, and more than 40% of U.S. households see a Mass Relevance social experience on primetime TV each week.

In a separate venture, Redniss’ Wolf & Wylan is a “cause-based initiative” that taps into social platforms to drive awareness around what he describes as “causes that affect the human condition.”

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