Video technology startup Clearleap on Monday said it closed a $9 million first round of funding.

The company, based in Atlanta, Georgia, is developing what it describes as a “new model” for bringing Internet video to TV sets.

Chief executive and co-founder Braxton Jarratt said the product is intended for video content owners and cable, satellite, and IPTV companies. But beyond that, Mr. Jarratt said he would remain purposely vague, not giving specific details about Clearleap’s technology or intentions until later this year, when the company is ready to commercially release its product.

Online video and video-on-demand over pay-TV systems, like cable, have become increasingly popular. A technology that helps pay-TV operators deliver video-on-demand or Internet video could find a large market.

But the growth of video has not gone unnoticed by entrepreneurs and investors, and Clearleap should expect fierce competition.

Trinity Ventures of Menlo Park, California, and Noro-Moseley Partners of Atlanta, Georgia, co-led the investment round.

Mr. Jarratt and co-founder John Vecchio are veterans of the digital video industry. Both worked at N2 Broadband, a venture-backed television software startup, which was acquired by Tandberg, an Ericsson company.

At N2 Broadband, Mr. Vecchio built the world’s first secure video-on-demand distribution system—now widely used by U.S. cable systems, according to Clearleap’s web site.