Looking to hammer home its video-everywhere strategy, digital video services provider Avail-TVN has picked Vubiquity as its new name.
The company initiated the rebranding effort in September 2012, working with New York-based agency Stein + Partners Brand Activation to develop the new moniker. Vubiquity’s tagline is “See Opportunity Everywhere.”
“Over the past six years, we’ve put together five companies, and it really was about having a whole new brand [for] the company and really positioning the company for the future,” Vubiquity CEO Ramu Potarazu said. “We felt this is the right opportunity to also talk about our service offerings. Bringing the video experience to all devices — that’s what we’re all about.”
The company formerly known as Avail-TVN has more than 450 employees. The privately held company has gross revenues of more than $250 million annually, and it’s profitable and cash-flow positive, Potarazu said.
Asked whether the new name was prelude to an IPO, Potarazu said, “We’re going to look at our options.”
The renaming effort was led by chief marketing officer Laurie Lawrence. The company bounced the Vubiquity name off a few partners and customers, according to Potarazu, adding that the feedback was uniformly positive.
Privately held Avail-TVN was formed in 2009 when IPTV content aggregator Avail Media acquired video-on-demand distributor TVN Entertainment. Last year, Avail-TVN acquired U.K.-based On Demand Group from SeaChange International for $27 million, after raising $100 million in new funding led by The Carlyle Group.
Avail Media had previously acquired video-on-demand provider ViewNow. The company was originally called Syndetik, which in 2006 acquired Broadstream Communications (where Potarazu had been CEO) and Auroras Entertainment to form Avail Media.
Reston, Va.-based Vubiquity manages more than 28,000 hours of video content each month, working with more than 340 content providers and 270-plus service providers. The company delivers content to providers representing more than 77 million households in 28 countries.
The company’s services include VOD encoding, metadata creation and management, file management and delivery, and marketing; multiplatform services that support TV Everywhere and subscription VOD offerings for connected devices, including authentication to federated sites; advanced advertising services encompassing C3 and digital ad insertion (DAI); creative marketing services; and data analytics.