Atlanta-based Cox Media Group is investing $11.7 million in iHigh, a Lexington, Ky.-based digital TV platform and online network, the companies announced.
Affinity groups, such as schools and small organizations that share common concerns, use iHigh’s Web-based production tools and live video streaming capabilities to broadcast content such as sports and academic competitions over the Internet to devices including smartphones, tablets and personal computers.
The service has attracted high schools, in particular, which have used the free-to-them technology to broadcast events and earn money in the process. Using iHigh’s production software, groups need only a camera, laptop and Internet access to produce a live digital broadcast. The groups keep revenue from local site ads and broadcast commercials they sell.
Doug Franklin, president of Atlanta-based Cox Media Group, said: “This strategic investment in iHigh is a long-term opportunity for Cox Media Group and aligns with our mission of creating scalable content and advertising services businesses. We believe iHigh’s solutions — giving audiences the ability to watch any event live over desktops, tablets or smartphones — are uniquely designed to help organizations reach a devoted and distributed fan base, while giving advertisers a highly targeted and hyperlocal approach to reaching their customers.”
Leon Levitt, vice president of strategy for Cox Media Group, said the company was attracted to iHigh’s proprietary production software and its business model.
The Atlanta Journal-Constitution is part of Cox Enterprises’ Cox Media Group.
Jim Host, chairman and CEO of iHigh, said that “while we developed iHigh to highlight high school sports, we believe this to be the best platform for any devoted affinity group to share in a live event.”
The company describes itself as the leading youth digital TV platform and online network, and it works with more than 8,000 organizations in all 50 states and in seven countries. It has more than 11 million annual unique visitors.
The market’s potential for growth has attracted other firms, including Atlanta’s PlayOn! Sports, a high school sports media company.
