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Ex-Tandberg Prez Is ViTrue to New Co.

ViTrue Inc., which billed itself as “the world's first user-created advertising platform,” announced its debut Monday.

The company was formed by Reggie Bradford -- former president of Tandberg Television, CEO of N2 Broadband Inc. and chief marketing officer of WebMD Corp. -- and General Catalyst Partners.

ViTrue also announced that it closed $2.2 million in funding from General Catalyst and Bradford, and it acquired online video-sharing community Sharkle.com (www.sharkle.com).

“Broadband Internet has completely disrupted the model for creating and distributing video,” Bradford said in a prepared statement. “At the same time, the Internet is a viral marketer's dream come true. ViTrue takes advantage of these market dynamics, enabling the advertising community to spearhead the next realm of user-generated content – consumer-created advertisements.”