The Fund Now Offers Out-of-Home Platform Access to its Portfolio
REDWOOD CITY, Calif., Feb. 25, 2025 — Atmosphere TV, a video entertainment platform, has committed media inventory to Mercurius Media Capital (MMC), a ~$90Mn U.S.-based media-for-equity fund. This partnership allows MMC’s portfolio companies to utilize Atmosphere’s media inventory across 30+ TV channels to boost brand awareness.
Atmosphere’s premium entertainment platform is tailored for high-traffic environments such as restaurants, bars, gyms, airports, medical centers, and auto shops. With programming designed to reimagine TV viewership outside of the living room, Atmosphere reaches more than 160 million monthly viewers.
“Atmosphere is redefining how advertisers convert television viewership outside of the living room into meaningful brand engagement,” said Piyush Puri, Founding Partner of MMC. “This strategic partnership provides access to a substantial and engaged audience, comparable in size to the viewership of established streaming services like Netflix, Disney+ and Hulu, complementing existing media strategies and driving brand awareness.”
Through media partnerships with entertainment platforms like Atmosphere, MMC provides a powerful platform for its portfolio companies to expand their reach and drive growth. Atmosphere is viewed in 60,000 venues globally, attracting 10 million viewers daily. Industries such as travel, household goods, retail, insurance, and consumer-packaged goods have seen significant increases in brand awareness, website traffic, sales, and in-store visits.
“Atmosphere is excited to partner with MMC and open our premium inventory and viewership to their suite of offerings for investment. MMC has institutionalized a novel investment approach within media, and we are thrilled to partner with the team to invest in amazing companies and activate our network to drive value for the MMC portfolio,” said Blake Sabatinelli, CEO of Atmosphere.
The media capital model has fueled over 1,000 startups, including Uber, Coursera, and Airbnb.
About Mercurius Media Capital
Mercurius Media Capital (MMC), launched in December 2023, is the first U.S.-based media-for-equity venture fund with ~$90 million in committed capital. Co-founded by Satyan Gajwani and Piyush Puri, MMC builds on over 15 years of experience driving media capital transactions at The Times of India Group, facilitating over $3 billion in media-based investments. MMC has partnered with leading media platforms, including Sinclair Broadcast Group, Televisa Univision, Atmosphere TV, and others to offer high-growth startups and enterprises access to distinct, large-scale advertising inventory in exchange for equity. This fund has backed several companies, including Deskera, RVnGo, Captain Experiences, Airtasker and Edly. For more information, www.mmc.us.
About Atmosphere
Atmosphere is a premium CTV FAST platform that made it entertaining to watch TV everywhere. Atmosphere is tailored exclusively to businesses, offering more than 30 original and partner TV channels focused on sports, news, and entertainment. Atmosphere has been named to Deloitte’s 2023 Technology Fast 500, Fast Company’s 2022 Most Innovative Companies, and Forbes’ Next Billion Dollar Startups lists The platform is designed to engage viewers in non-residential spaces, providing marketers with unique audience reach and moments of attention. For more information, www.atmosphere.tv.
Media Contact
Interdependence PR
Angelic Venegas, Account Director
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(847) 997-5601
SOURCE Mercurius Media Capital
