Avidence, a Sunnyvale, Calif. maker of open source software for inserting video in business applications, said it has raised $5 million in first round financing from Red Rock Ventures and ArrowPath Venture Partners.

From the company’s statement:

The Avidence Video Application Server uses open source components and algorithms created by leading video software partners, software developers, and universities from around the world. The open source model allows the Avidence system to continue to expand in scope and functionality as new components and algorithms are created by the growing ecosystem of Avidence partners and developers. “Avidence was founded on the principle of delivering the power of sight to mainstream enterprise applications,” stated Frank Bishop, CEO of Avidence and former VP and GM at Oracle (NASDAQ:ORCL). “With the Avidence system it is possible to automate very complex tasks that previously were dependent upon human sight.”

The Avidence product offering is unique in its ability to organize raw video streams, either live or recorded, into structured, coherent and actionable information. Its rich set of development tools eliminates the complexity of building video-enabled applications and simplifies integrations with enterprise systems, enabling developers to exploit the power of video technology without requiring extensive digital video expertise.