The player: Jon Vlassopulos, CEO of digital studio Moderati and general manager for North America for Bellrock Media, Moderati's parent company.

The play: Moderati develops branded entertainment projects for digital media. It’s best known for the virtual Zippo lighter iPhone app, which has had more than 3 million downloads so far, and A&E’s “Paranormal State” iPhone app, which has generated more than 40,000 downloads, representing a high portion of the iPhone-using audience for the show, Mr. Vlassopulos said. “That has launched the broader business of engaging with brands and agencies and doing app development and branching back into television as well,” he said. Moderati makes money via agency fees, distribution fees and via a revenue share for applications.

The pitch: “We understand production, talent, the creative process, and our DNA is digital,” Mr. Vlassopulos said. The firm can produce all projects from start to finish and also can offer clients an entrée into the Japanese market, where its parent company is based.

In the mix: As a digital agency, Moderati competes with a broad range of companies, from big media agencies to boutique firms, as well as online-centric content studios like Hitviews, 60 Frames, Deca and others. Besides Zippo and A&E, Mr. Vlassopulos has worked with brands including Coca-Cola, Panasonic, Sony BMG, AT&T, Verizon, Sprint, NBC and Ashton Kutcher’s original programming project “24 Hours at Sundance,” which received more than 1 million views.

The money guys: Moderati is a wholly owned division of Bellrock, a strategic venture between Yahimoto and Intel Capital.

The pros: Moderati has made an early mark in digital media with its successful iPhone apps and Mr. Vlassopulos has strong connections in the television business.

The cons: In addition to the agencies angling for a piece of brand budgets, Moderati faces competition from brands themselves creating new interactive applications and features on their own.

Background: Mr. Vlassopulos graduated from Durham University with a degree in Chinese, economics and Korean. He most recently was senior VP of digital media and branded entertainment at Endemol and led digital initiatives for shows including “Deal or No Deal.” He previously worked at AT&T Wireless. He currently serves on the board of the National Association of Television Program Executives.