VMIX used to be one of the many companies that had the goal of being another YouTube, like the rest, they found out they needed to change direction if they wanted to compete.
Now the company joins another crowd of companies (although not as many) which want to provide video technology to third party sites.
Some investors seem to like that move, as the company secured $16.5 million in funding to pursue that direction even more. At this time they're no slouch, as they claim to have 190 web sites that use their software, including big media companies like Lionsgate, Paramount and Universal.
What VMIX offers is the required video player, and a content management system which includes features to build out an online community. Users can also do the usual uploading, sharing and voting on videos with the technology, while also including customizing tools that can adapt the VMIX video player with teh design and look of the web site.
Including all its partners, VMIX says it reaches about 60 million unique monthly visitors.
The new investors in the company are JK&B Capital and ATA Ventures. They join original existing investors Enterprise Partners and Mission Ventures, according to venturebeat.com.
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