Real Time Content is a new web venture aiming to match preferences of individual viewers in real-time to deliver personalized entertainment on video, audio and advertising, according to a press release.

Dubbed "adaptive media," RTC will use viewer profiles and real time feedback in the form of user criteria, surfing trends, and bandwidth capabilities, to customize video content that is automatically delivered and controlled by the brand.

Owned by British Telecommunications, RTC has been operating in incubation for the past four years thanks to external venture funding.