Analytics Firm Whip Media Banks $50 Million, Promises New Tools for Valuing Content-Licensing Deals

Whip Media Group — formed by TV Time’s acquisition of Mediamorph last year — closed a new tranche of $50 million in funding that the company claims will let it build unprecedented tools for determining the value of TV show and movies in the global entertainment market. The funding was led by prior investor asset-management firm Eminence Capital, with participation from Raine Ventures. TV Time had previously raised $65 million from investors including Eminence Capital, Raine Ventures, WME, IVP, Greycroft, and others. Part of the new $50 million round was to finance the company’s purchase of Mediamorph, a provider of entertainment content distribution and tracking services; terms of the cash-and-stock deal were undisclosed.