What's in a name? In this case, the world has no idea what Oolaya is, but the blogosphere is atwitter with news of its founding by ex-Googlers Bismarck Lepe and Sean Knapp. The company has raised $10 million as of April 11, according to a filing with the California Department of Corporations, but those filings can be off the mark. A founder told Om Malik that it has raised a "large round of funding," but didn't elaborate. Its Web site says it wants to create a "high-quality, interactive, video-viewing experience." Another video startup. In a high-quality interactive format. Oo la la! —Stacey Higginbotham

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