4INFO snags NBC investment, deal

NBC Universal took a minority stake in 4INFO and partnered with the San Mateo, Calif.-based startup to power its text message-based services.
The broadcasting behemoth invested an undisclosed amount in 4INFO via Peacock Equity, a joint venture between NBC Universal and GE Commercial Finance’s Media, Communications & Entertainment business. 4INFO becomes NBC’s preferred mobile SMS advertising partner under terms of the deal, serving ads into the broadcaster’s existing user-requested text traffic, and will provide technology for mobile voting, alert and fan club services.
The move marks yet another mainstream media win for 4INFO, which delivers ad-supported news, sports, weather and local listings both directly to consumers and through its partners. Gannett Co. Inc. this year invested $10 million in the outfit, and Gannett’s USA Today in June partnered with 4INFO on an ad-supported, text-message news alert service for its readers.
“4INFO clearly fits Peacock Equity’s strategic funding objectives: it has a market-leading position within a high-growth sector and it has an exiting community of users accustomed to receiving customized, ad-supported content in text messages,” said Peacock Equity’s Tom Byrne. “Mobile advertising will be a multi-billion dollar industry in the next few years as more progressive content providers and advertisers like NBC Universal realize its potential to engage audiences with targeted, measurable messages.”