The player: Erick Hachenburg, CEO of video site Metacafe

The play: Metacafe drew 7.3 million unique visitors in December, up from 3 million the year before, according to comScore. Metacafe began as a user-generated video hub, but has begun transitioning to feature original and professionally produced content. Under its Producer Rewards program, the site has paid out more than $1 million to creators based on views for their content. The site also plans to launch an original Web series this spring with production shop Endemol USA. The show, “Buzzed,” will be a game show-style series. “We are committed to a whole range of short-form entertainment,” Mr. Hachenburg said.

The pitch: While YouTube is still the dominant video site, Metacafe is looking to carve out its niche by focusing on “video entertainment,” Mr. Hachenburg said. “If you click through on YouTube, you find a lot of stuff, a lot of duplicates, a lot of personal videos. We have always taken out the duplicated videos and we have a community review panel.” Metacafe aims to offer more professionally produced videos with a broader appeal, he said. In addition to its Producer Rewards program, the site is focused on working more closely with production shops to create short-form entertainment content.

In the mix: Metacafe competes with a broad range of video entertainment sites, including YouTube, Break, Heavy and FunnyorDie, as well as TV shows and other forms of entertainment.

The backstory: The company was founded four years ago in Tel Aviv by Eyal Hertzog, who is now serving as the founder and chief creative officer. Mr. Hachenburg became CEO a year ago.

The money guys: Metacafe has raised $45 million in venture funding from firms including Benchmark Capital, Accel Partners, Highland Capital Partners and DAG Ventures in three rounds. The company started selling ads last year and is currently building up its sales force. Advertisers include Universal Pictures, Electronic Arts, National Geographic Channel, Microsoft, Adobe, Jack in the Box, Adidas, Dove and others. Mr. Hachenburg would not disclose a timeframe for profitability.

The pros: Growth in online video is massive, with ad revenue projected to jump from $1.4 billion this year to $4.3 billion in 2011.

The cons: The challenge is landing those dollars in a fiercely competitive business.

Background: Mr. Hachenburg was born and raised in Naperville, Ill. He studied electrical engineering at the University of Illinois and earned a law degree at Harvard. He has worked in Silicon Valley at a law firm, enjoyed a stint at Electronic Arts and served as CEO of casual games site Pogo. He is 42 and lives in Menlo Park, Calif., with his wife and three kids.

Who knew? Mr. Hachenburg likes to travel to exotic places and went to Tanzania on his honeymoon. He also has visited the Galapagos Islands, Egypt, Vietnam, Cambodia, Korea, Japan, Singapore and Hong Kong.