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Brier Dudley offers a critical look at technology and business issues affecting the Northwest.

January 12, 2011 at 3:24 PM

Renton’s L4 Systems goes Splat, deliberately

Renton TV application developer L4 Systems has given itself a makeover and a new name that will stand out, even in a world of tech companies with wacky names.

The company is now called Splat Interactive. That follows the name of its entertainment website Splat TV, which is distributed through Yahoo’s connected TV platform.

L4 “no longer adequately represents our business,” Chief Executive Tom Freeman said in a release.

“The Splat Interactive name embodies our ability and our commitment to continue helping media companies and millions of consumers globally interact with rich content on the device of their choice whether in their living room or in their purse,” he said.

Splat was started in April and now has 14 employees in downtown Redmond. Freeman formerly co-founded Bellevue’s VoiceBox Technologies, and Chief Technology Officer Stephen Fishburn was vice president of UIEvolution.

Deeper reporting turned up the rest of the story of Splat.

Officially, the name stands for Songs, Places, Locations and Things — the information drawn from TV shows for the company’s Yahoo TV application, according to Neslihan Toraman, product marketing manager.

But the real genesis of the name was a company meeting, Toraman explained via e-mail.

Freeman was trying to describe the stars used in a program rating feature “and the only term he could think of was the old Unix term ‘splat,’ ” which refers to an asterisk.

Comments | More in | Topics: Digital TV, entrepreneurs, L4

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