Video technology company Clearleap claims it is expanding viewer options for “what’s on TV.” The details are vague as the company appears to be in stealth mode, but it says it is working a new model for bringing the near-infinite range of online video content to television.

The Atlanta, Georgia company has raised $9 million in a round led by Trinity Ventures and Noro-Moseley Partners. There’s also a regional digital media angle here. Atlanta is also home to Noro-Moseley, which invests in companies based in the South — and to Turner, the large cable television arm of Time Warner. Notably, individual investor Jim Chiddix also invested: He’s a former chief technology officer at Time Warner Cable (a different cable division of the Time Warner conglomerate). So did individual investor Sig Mosley, who’s the the president of Atlanta-based investment firm Imlay Investements.

The company itself boasts a number of founders with experience building video technology. More here.