Microsoft Licenses Jinni's Content-Discovery Technology

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Israeli startup Jinni announced that Microsoft licensed its semantic content-discovery technology for video entertainment.

Terms weren't disclosed. Microsoft declined to elaborate on how it intends to use the Jinni technology, although the company could integrate it into its Xbox gaming console and accompanying Xbox Live service.

"Jinni's technology focuses on content discovery based on user input regarding mood or tastes, which will provide Microsoft with an interesting future option for consumer discovery of video entertainment," Microsoft said in a statement.

The Jinni Entertainment Genome system analyzes video content by moods, plots and style, based on more than 2,000 different attribute tags (such as "feel good," "humorous" and "sibling relationships"). Its Semantic Discovery Engine then tries to determine the "entertainment personality" of individual users and suggest titles they would be interested in (such as "Suspenseful, stylized, rough stories about gangsters, cons and scams and heists.")

"Microsoft's choice to license the Jinni video discovery solution further validates our unique semantic technology and holistic approach to entertainment discovery," Jinni CEO and co-founder Yosi Glick said in a statement. "At Jinni we believe finding digital entertainment should be as natural and enjoyable as consuming it. Our technology can power a wide variety of intuitive discovery tools, including; semantic search, personalized recommendations, and mood-based discovery features for a fun way to find movies and TV."

Investors in Tel Aviv, Israel-based Jinni include DFJ Tamir Fishman Ventures, Belgacom and Startup Factory. Its content-discovery solution was voted "Best Product Idea" at the CableLabs Winter Conference in 2010.