Frontlot-caliber funding

Video distribution service provider Ooyala has netted its first round of funding from Sierra Ventures.

Launched by ex-Google employees, the startup's primary offering is Backlot, a platform capable of HD-capable distribution, video analytics and ad delivery.

Ooyala's main competitors include Brightcove — which just inked a video distribution relationship with IAC — and Move Networks. Both firms enjoy significant funding.

For its part, Ooyala won the Amazon Web Services startup challenge earlier this month.