×
You will be redirected back to your article in seconds

TV Time Acquires Mediamorph, Merging TV and Film Analytics With Content Distribution (EXCLUSIVE)

TV Time, whose app provides user-reported data about TV and movie engagement, has acquired Mediamorph, a provider of entertainment content distribution and tracking services.

Terms of the cash-and-stock deal weren’t disclosed. As part of the acquisition, the combined companies will operate under the name Whip Media Group led by CEO Rich Rosenblatt (above, left). TV Time will remain based in Santa Monica, Calif., and Mediamorph will stay in New York City and continue to be headed up by Mediamorph CEO Rob Gardos (above, right), who will become president of Whip Media.

According to the companies, the combination of TV Time’s consumer insights with Mediamorph’s content management system will let customers distribute their content more efficiently.

“Literally, from our first meeting, we realized together we’d have a really powerful way for our customers to get a smarter way to license and expand their content in 150 countries and across thousands of different platforms,” said Rosenblatt, TV Time’s co-founder/CEO and former chief exec of Demand Media and chairman of Myspace.

The companies first initiated deal talks in January and the acquisition officially closed Oct. 11. Whip Media will have around 135 employees total, comprising 40 from TV Time and 95 from Mediamorph. There will not be any layoffs with the merger, according to Rosenblatt, and in fact the new company expects to make more than 50 hires in the next 18 months.

Popular on Variety

“This deal is set up for growth, not for any cost savings,” he said.

Rosenblatt said the merged company will invest in Mediamorph’s Content Value Management (CVM) platform to develop new features, ultimately planning to release a unified system by mid-2020 that integrates TV Time and Mediamorph platforms.

Gardos said Mediamorph’s customers — which include major Hollywood studios and broadcasters — had been saying they wanted more insight into how and why people are consuming their content. TV Time provides that piece of the puzzle and Mediamorph makes that data actionable, he said: “Netflix’s innovation based on data from their direct-to-consumer experience is a powerful model, and we’re going to take it to the next level.”

Mediamorph’s client base includes Disney, Warner Bros., NBCUniversal, Paramount, Sony, Lionsgate, BBC, HBO, AT&T, T-Mobile and Liberty Global.

TV Time has raised $65 million from investors including WME, Eminence Capital, IVP, Raine Ventures, Greycroft, and industry execs including Ari Emanuel, Peter Guber, Steve Bornstein, Scooter Braun, Gordon Crawford and Ron Zuckerman.

Mediamorph had raised about $50 million from investors including Advance Vixeid Partners, the independent investment arm of Advance Publications and Conde Nast; Liberty Global Ventures; Smedvig Capital; Baker Lee.

According to Mediamorph, its Content Value Management platform tracks more than 2 trillion TVOD, SVOD and AVOD global transactions per year across more than 1,200 platforms. The company was founded in 2008.

TV Time says its app has nearly 1 million daily active users (and 12 million registered users), who use it to keep track of the shows and movies they’re watching, discover what to watch next and engage with other fans. The company says it has tracked some 14 billion TV episodes and 100 million movies to date. Based on those data points, TV Time sells research and analytics to media companies, talent agencies and advertisers through its TVLytics product. Data aggregated by TV Time is self-reported, not a passive measurement service that tracks actual behavior.

TV Time was founded in 2014 as Whipclip, which created a social app for TV fans to share short clips of their favorite shows. That didn’t pan out — the startup had difficulty obtaining rights to clips — and in 2017 Whipclip changed its name and business model. The social features of the TV Time app are based on technology developed by TVShow Time, a small Paris-based startup acquired in December 2016.

Pictured above: Richard Rosenblatt (left), Rob Gardos

More Digital

  • Green Day Beat Saber music pack

    Beat Saber Gets Green Day Music Pack, 360-Degree Levels

    Coinciding with Green Day’s performance at the Game Awards, Facebook announced late Thursday that the popular virtual reality game Beat Saber is getting a Green Day music pack. The 6-song pack is slated to go live at midnight, and players will simultaneously get access to Beat Saber’s long-awaited 360-degree gameplay. The Green Day music pack [...]

  • Ghost of Tsushima Trailer

    'Ghost of Tsushima' New Trailer Drops at The Game Awards

    A new full trailer for developer Sucker Punch’s “Ghost of Tsushima” is finally here. The latest substantial footage of the samurai game dropped at The Game Awards Thursday night, marking the first real look at the PS4 exclusive since Sony released a short teaser during its State of Play earlier this week. “Ghost of Tsushima” [...]

  • Ultimate Rivals The Rink - Apple

    Apple Arcade Launches NHL Game That Lets You Put Athletes From Other Sports on the Ice

    Now you can see NBA superstar LeBron James facing off against NHL great Wayne Gretzky in a fast-paced hockey game. In an innovative fantasy mashup for sports gaming fans, Apple Arcade is launching “Ultimate Rivals: The Rink,” a hockey game that lets you pit NHL players against athletes from other sports. The game is available [...]

  • Xbox Series X: Next-Gen Console Revealed

    Microsoft Reveals Next-Gen Console, Xbox Series X, at The Game Awards

    The next-generation Xbox console is officially called the Xbox Series X, and will be released over next year’s holiday season, Microsoft revealed during Thursday night’s The Game Awards. Head of Xbox Phil Spencer took the stage at Los Angeles’ Microsoft Theater to make the big reveal about the project previously known as Project Scarlett, and [...]

  • The Game Awards

    How to Watch the 2019 Game Awards

    The Game Awards will be taking place on Thursday night and, fittingly, there are plenty of ways to stream the event online. The whole show will be streaming live starting at 5:30 p.m. PT/8:30 p.m. ET from Los Angeles’ Microsoft Theater on The Game Awards’ YouTube, Facebook, Twitter and Twitch pages. Additionally, for the first [...]

  • Neon-Hum-Jonathan-Hirsch

    Sony Music Invests in Podcast Production Firm Neon Hum

    In its latest move into the podcast biz, Sony Music Entertainment announced a strategic investment in podcast production house Neon Hum. Founded by podcast producer Jonathan Hirsch (pictured above), L.A.-based Neon Hum has helped create multiple podcast hits including MSNBC’s “Bag Man” with Rachel Maddow, Dateline NBC’s “The Thing About Pam,” Wondery’s “Room 20,” Crooked [...]

  • Hulu Hopes to Make Ads Part

    Hulu Hopes to Make Ads Part of Your Binge Session

    If you just can’t keep yourself from watching another episode of “The Handmaid’s Tale” or “PEN15,” then Hulu has an ad for you. The streaming-video hub is starting a trial run of new commercials aimed specifically at binge-watchers, which the company defines as subscribers who watch three or more episodes of the same series consecutively. [...]

More From Our Brands

Access exclusive content