Interactive TV veteran Michael Collette named CEO of ACR firm Cognitive Networks

Cognitive Networks, a startup that is pitching an automatic content recognition (ACR) technology platform to TV manufacturers and programmers, said Thursday that it hired veteran interactive TV executive Michael Collette as its new CEO.

Formerly known as TV Interactive Systems, Cognitive also reported it received $2.5 million in funding from Rogers Venture Partners and that it relocated from New York to San Francisco. The company's platform can let TV networks and advertisers determine the zip codes of viewers watching content through connected TVs, and target programming and advertising to viewers based on their location, according to Cognitive's website.

Cognitive is one of several startups looking to make a business out of ACR technology. Shazam uses its ACR platform to deliver interactive programming and advertising to TV viewers using smartphones and tablet computers, and ACR can also be used to deliver interactive content and ads to TVs connected to the Internet.

Collette is well known in the interactive TV sector. He worked at OpenTV and ICTV (now called ActiveVideo), and is a former CEO of Ucentric Systems and PhyFlex Networks.

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