The player: Braxton Jarratt, CEO of Clearleap, an Atlanta-based technology firm.

The play: The company’s Web-based technology brings online shows and national and local programming to cable operators and telcos to run on-air. Service providers can pick and choose programs from Clearleap content partners to run on their video-on-demand tiers or on newly created linear channels. The company makes money by licensing its technology to service providers.

The pitch: The company is betting its Internet-television-in-reverse proposition will be a selling point for cable operators and telcos that need to fill their menus with content. “We make it easy and profitable to bring new kinds of content to all the different platforms like cable and telcos and over-the-top connected TVs,” Mr. Jarratt said. Clearleap also lets providers embed ads with its technology using drag-and-drop ad insertion tools that reduce the cost and time to insert ads, Mr. Jarratt said.

In the mix: Initial customers include a handful of cablers and telcos, though Mr. Jarratt declined to name them. Competitors include ActiveVideo, AppleTV and, to a lesser extent, companies like Roku and ZillionTV.

The money guys: Clearleap has raised more than $12 million in funding from Trinity Ventures, Silicon Valley Bank and Noro-Moseley.

The pros: Clearleap is one of the first companies to market with its Brightcove-for-TV offering.

The cons: Market demand for online programming and local content on TVs is unknown.

Background: Mr. Jarratt earned a bachelor’s degree in engineering from Dartmouth. Before founding Clearleap, he was a senior VP at Tandberg Television.