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Onliner Reelplay secures Biondi’s Waterview coin

Media buyers, sellers site gets $4.5 mil in financing

Reelplay.com, an online market for media buyers and sellers, has secured over $4.5 million in second-round financing.

The backers, which include Waterview Advisors (led by former Universal topper Frank Biondi Jr.), are hoping the site’s info on 5,000-plus available projects from indie film and TV distribution companies will strike a chord with entertainment execs.

But Reelplay.com faces competition from similarly themed Internet market sites — Filmbazaar.com, Rightsmart.com, Onlinefilmsales.com and Showbizdata.com to name a few.

Yet Waterview’s Biondi and others, which include Massive Media Group CEO Howard Weitzman and its prexy, former Universal TV chair Greg Meidel, nevertheless feel it’s money well spent.

“Reelplay is a market leader in the growing entertainment business-to-business marketplace, and it will benefit from the significant growth in media outlets worldwide as well as new technologies in content creation,” explained Biondi, who will join Reelplay’s board of advisers.

Waterview has recently fueled Web upstarts AtomFilms, Sightsound and CreativePlanet.

The largest chunk of support comes from Softbank Venture Capital, which has incubated ‘Net companies such as E-Loan, GeoCities and Thestreet.com. Among its board members are MTV Europe co-founder Monica Dodi and past Independent Feature Film Market head Rachael Shapiro.

Rounding out the investors is Sycamore Ventures along with individuals Pehong Chen, prexy and CEO of Broadvision; Michael Kassan, past prexy and chief operating officer of Western Initiative Media Worldwide; and Dominic Orr, Alteon Web Systems chief.

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