Marvel Legend Teams Up With Rotor for Programming.

INTERACTIVE webcast software provider 3 Rotor Inc. and online entertainment company Stan Lee Media have signed a one-year deal to jointly develop interactive programming.

Rotor has been making waves with its technology that makes online webcasts truly interactive, allowing users to influence an event's story line by answering polls and asking questions of the event's host. Based on that information from the audience, a show can be quickly tailored to topics of interest.

Stan Lee Media, founded by the eponymous co-creator of Spider Man and the X-Men, will use Rotor's technology to host online events related to the company's entertainment properties, which include animated programs and licensing deals with popular musicians.

Landing Stan Lee is a major victory for L.A.-based Rotor, which spent months toiling away to perfect its product while other companies rushed to market during the dot-corn flurry. In May, the company held its first-ever online event for Sony Pictures Family Entertainment and The WB.

Stan Lee Media is a perfect partner for Rotor, said Adam Tyler, the latter company's senior vice president of entertainment.

"They've always been willing to take chances and do programming that you don't see anywhere else," Tyler said. "What Rotor does is create a new form of programming, so it seems like a really good marriage."

The deal may even bring opportunities to test out new interactive features.

"Certainly anytime you're dealing with someone who has very important brands, you don't want to take real risks of doing things that would damage the brand," Tyler said. "But at the same time, they're known for taking risks and if anyone's going to forge ahead and do the unusual, it would be them. I think they'd be more open to it than other companies."