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Redlasso will keep feeding bloggers, defying broadcasters' wishes

The King of Prussia start-up has retained former CBS CEO Michael Jordan to aid its negotiations with broadcasters who want to shut down the online business.

Redlasso Inc. will not acquiesce to several broadcasters' request that it cease and desist in providing their video content over its Web site.

In fact, the King of Prussia company has added a high-powered broadcast industry executive to help make its case to the broadcasters.

Redlasso retained Michael H. Jordan, former CEO of CBS Corp., as a senior advisor. Until August, Jordan was the CEO of Electronic Data Systems Corp., of Plano, Texas.

One of his roles for Redlasso will be as chief liaison to the networks. In a statement, Jordan said he had "the greatest belief in the solution offered by the company and its long-term viability."

NBC, Fox, CBS and two other broadcasters sent a letter May 19 to Redlasso expressing concern over its "unauthorized copying and distribution" of copyrighted content. That letter went on to demand that it stop doing it.

Redlasso operates a password-protected site that enables bloggers to search for TV and radio segments that they can then clip and add to their blog posts. Since launching it in November, Redlasso has usage of the site skyrocket with 24 million unique visits in April. Bloggers love it, even Philadelphia's own Philebrity.

Redlasso chief operating officer Al McGowan said in the statement:

Our goal was always, and continues to be, the development of a platform that would be beneficial both to the content providers and the blogging community. And we're hopeful for constructive negotiations with the content providers.

No immediate reaction from those broadcasters.