Commercials-As-Content Startup Firebrand Launches With Investments From GE/NBCU, Microsoft, ION

NY-based Firebrand has announced has announced the launch of a new online commercial distribution service with investments from Microsoft (NSDQ: MSFT), Peacock Equity Fund (GE and NBCU) and ION Television. The company is promising to program commercials “the way MTV used to program music videos”. The service, which will launch in October, will distribute spots through its own website, on mobile,, as well as the ION TV network. In addition to the distribution of ads, the company will provide a platform for purchasing products from sponsor companies. The company’s model seems to resemble Honeyshed, also launching in October, which describes itself as QVC meets MTV. Investment terms were undisclosed. Release. Video demo.