DECA Redefines the Hollywood Studio Model for the Online Market

SANTA MONICA, Calif., Sept. 27 /PRNewswire/ -- DECA (http://www.deca.tv), today announced the formation of a new type of digital entertainment studio that brings together the best of Hollywood, Madison Avenue, and Silicon Valley. Evolving the traditional studio model, DECA was founded to actively identify, develop, finance, market, and distribute interactive entertainment concepts and properties across the Internet, as well as other emerging digital technologies and platforms.

Although established mechanisms exist to finance and distribute traditional entertainment, no equivalent mechanism exists for entertainment created specifically for the online audience. In an era when broadcast networks are producing primetime shows drawn from online entertainment, and when mainstream entertainment properties are struggling for advertising revenues and viewers, DECA has created the first hybrid production and commercial model specifically for mainstream digital entertainment. DECA's production model combines premium video, social networking, user-generated content and community features to deliver high-quality, interactive entertainment. The commercial model is designed to consistently provide new and exciting digital opportunities for consumers, brand advertisers, distributors and creative talent. DECA is launching new digital entertainment properties with leading global distributors and advertisers and will be announcing these partnerships shortly.

Michael Wayne, CEO and co-founder of DECA said, "DECA is creating a new type of digital entertainment studio for a generation that is watching TV less, preferring to consume their entertainment in front of a computer or on a mobile phone. Digital entertainment is not simply about posting something to YouTube; digital entertainment needs to be compelling, high quality, social and interactive. DECA brings the online and entertainment worlds together in a studio model that understands how new entertainment formats need to be created, funded, marketed, and distributed."

"The separation between content, the audience, and the advertiser has now completely disintegrated. With DECA we have invested in a new type of studio that will drive the entertainment business forward," said Allen Morgan of Mayfield Fund.

High-profile international investors have backed DECA's business with $5 million in Series A funding. These investors include:

    -- Mayfield Fund:  With over $2.7 billion under management, Mayfield has
       taken more than 100 portfolio companies public, and more than 150 have
       merged or were acquired.
    -- General Catalyst Partners:  A venture capital firm headquartered in
       Cambridge, MA with approximately $1 billion under management. General
       Catalyst invests in exceptional entrepreneurs building technology-based
       companies that will lead innovation and transform industries.
    -- Atomico Investments:  Based in London and co-founded by Niklas
       Zennstrom (co-founder of Skype and Joost), Atomico's portfolio
       companies include: last.fm (recently sold to CBS), Xobni, Power
       Reviews, Technorati, wunderloop, Netlog and fon.

"Attracting such high-profile and successful investors to DECA is a huge validation of our potential to redefine and lead the next generation of mainstream digital entertainment," said Michael Wayne, CEO and co-founder of DECA.

About DECA

DECA was founded in 2007 by experienced entertainment and Internet executives who previously held senior roles at: Sony Pictures, ABC, and Yahoo! Music. DECA uniquely identifies, funds, markets and distributes next- generation digital entertainment properties, bridging the gap between Hollywood, Madison Avenue and Silicon Valley. Based in Santa Monica, CA, the company is backed by: Mayfield, General Catalyst, and Atomico. More information can be found at: http://www.deca.tv.