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Cox, Others Back FirstLook

Los Angeles - Cox Communications Inc. was one of four investors to pump $31 million into a privately held Internet start-up that could help to enhance the MSO's future data and interactive-video offerings.

Cox Communications, parent Cox Enterprises Inc., Intel Capital (the venture-capital arm of computer-chip giant Intel Corp.) and New York investment banker Goldman, Sachs & Co. said they bought series-B stock in

Cox Communications will also receive a seat on's board of directors.

Launched in September, allows consumers to preview new music and video products and offers links to retailers and suppliers where they can purchase them. charges a fee-which is negotiated with the advertiser-for each time a consumer clicks on a particular video or compact disc to preview it.

Initial investors in include Internet venture-capital firms idealab! and Kleiner Perkins Caufield & Byers.

" has developed a unique media content and e-commerce application that will dovetail nicely with our high-speed Internet access and with future interactive-TV services," Cox Communications executive vice president of business development David Woodrow said in a prepared statement.