Updated

Advertisers are fed up with the usual ways to advertise (the 30-second TV spot is on decline), and they want to get their ads integrated more intimately into video and TV programming.

So start-up Next Medium, which has offices in Los Angeles and Silicon Valley (Mountain View) is helping them do that, and Bessemer Venture Partners has just invested $6 million in a second venture capital round.

Bessemer's Dave Cowan points to the very favorable way San Jose router company, Cisco Systems, is portrayed in Fox's series 24, especially here, where Chloe tells Division Chief that the terrorists couldn't hack CTU's system because "Cisco networks are self-defending."

This is called "brand integration," where the product is woven into a show's actual story line.

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