BANFF — GlassBOX Television, an upstart cross-platform broadcaster helmed by Alliance Atlantis alum Jeffrey Elliott, can now boast the financial backing and expertise of some of the television and new media industries’ brightest lights.

Elliott announced from the Banff World Television Festival on Monday that Toronto-based GlassBOX has raised $5 million in capital from a variety of sources, led by venture capital firm JLA Ventures, and including Atlantis Communications cofounder Ted Riley, and Gary Slaight, Jay Switzer and Stephen Tapp, former helmers of Standard Broadcasting, CHUM Limited and XM Radio Canada, respectively. Film and TV financier Aver Media and live-action producer Frantic Films are also investors.

Snap Media and QuickPlay Media cofounder Raja Khanna is co-CEO of the company. The ownership restructuring requires CRTC approval, which is pending.

‘Our new structure, together with our extraordinary list of backers, propels us toward our goal of becoming one of the most relevant broadcasters to today’s digital media generation,’ says Khanna. ‘We believe Canadian consumers and advertisers are ready for something new.’

GlassBOX, which bills itself as ‘a new kind of broadcast company,’ creates and operates broadcast and VOD channels on television and digital media platforms. Its venture Bite TV, a cross-platform network targeted to the 18-34 demographic launched in 2005, received an international interactive Emmy in 2007 for best interactive channel.

‘Our first channel, Bite TV, has helped define a new genre of digital media broadcasting,’ says Elliott. ‘I am thrilled not only to be joined by Raja, but by the upcoming relaunch of Bite TV and the new multi-platform channels we will be announcing in the months ahead.’

Bite TV is currently available on cable, satellite and IPTV, mobile, and broadband.

The company prides itself on its Canadian roots, noting that Bite TV’s programming ‘currently consists of 63% Canadian content, almost double the channel’s mandated 35%.’

In addition to launching new cross-platform broadcast channels, the new funding will support Bite TV’s relaunch, with a refreshed look, new content and new broadband Internet video portal.