The player: Tejpaul Bhatia, CEO and founder of MediaMerx, a premium video service for broadband subscribers in emerging markets.

The play: MediaMerx was founded in late 2007 to deliver premium video programming on the Web, such as TV shows and movies, to the more than 130 million broadband subscribers in Latin America, Asia, Africa, the Middle East and Eastern Europe. In addition to licensing its platform to Internet service providers, MediaMerx supplies the content for the service via licensing deals with programmers.

The pitch: “It’s not dissimilar to Hulu and other destination sites, but we target international markets,” said Mr. Bhatia. “We are a business-to-business-to-consumer brand, similar to how ESPN doesn’t sell to you and me—it sells to Comcast or Time Warner or an affiliate. That’s our model.”

In the mix: MediaMerx is deployed in more than 20 markets. The company has inked partnerships with programmers including A&E, History, Biography, Meredith Broadcasting and For Your Imagination.

The money guys: MediaMerx makes money by licensing its technology and service and also by sharing in the revenue from content transactions, such as licensing, advertising and subscriptions.

Mr. Bhatia is currently in talks with venture capitalists to raise money.

Pros: The international market is a new opportunity to wring revenue from Web programming and other premium content.

Cons: To some degree, MediaMerx competes with studios that have their own international licensing arms. The site also faces competition from existing video sites whose content can be accessed anywhere via the Web.

Background: Before founding MediaMerx, Mr. Bhatia was senior manager of international business strategy for ESPN. He also co-founded Media Strategy Partners, a media asset management consulting company serving U.S. broadcasters. He has a B.S. degree in computer science from Columbia University.