SOFTCOM BOARD INCLUDES MEDIA-SAVVY PLAYERS

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SoftCom, which is building technology to deliver interactive video through PCs and TVs, today announces an expanded board including several ad- and media-savvy players: Chiat/Day co-founder Jay Chiat, now CEO of ScreamingMedia.net, and Gerry Byrne, Variety group VP-publisher.

Food.com targets

students via YouthStream

Food.com next week launches a campaign that targets college students via YouthStream Media Network. Created by Blazing Paradigm, San Francisco, the campaign includes advertising on YouthStream's college student hub Mybytes.com, which also launches next week.

Chat . . .

Selling? SF Interactive, the, well, San Francisco interactive agency, is in "deep discussions" with potential buyers, said President Bruce Carlisle. "We have been approached by a number of huge advertising agency groups as well as companies on the systems side, and we are exploring a number of options actively." Based on projected '99 revenue of $6 million and the going rate for Web ventures, SFI could be worth $30 million. Mr. Carlisle and partner Alejandro Levins started the shop in 1997 with an investment of $7,500. . . . Buying? Viant Corp., the $20 million ('98 revenue) Internet professional services business, built itself through internal growth. But with cash from its June initial public offering of stock, Viant is looking to buy or become partners with an online ad agency and some relationship-marketing experts to fill out its portfolio. "You should expect to see some things happening in the next year," said President Bob Gett. Mr. Gett said more than one big New York agency and holding company have approached him about buying Viant. "We always take the call," he said. But he's not thrilled about trying to fix a global ad giant's hodgepodge of Internet holdings. "I get a migraine just thinking about it," joked the veteran tech consultant. "I'd have no frickin' idea how to do it." . . . Excite@Home named LookSmart provider of directory content for its narrowband

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