DECA Redefines the Hollywood Studio Model for the Online Market

Mayfield, General Catalyst and Atomico back DECA with $5 million in funding

Sep 27, 2007, 01:00 ET from DECA

    SANTA MONICA, Calif., Sept. 27 /PRNewswire/ -- DECA
 (, 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: (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: