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Start-up SideReel is newest Web video directory

Former executives from video sharing site Guba jump to next stage in video: search and delivery.

Recently launched SideReel wants to be a combination Internet video portal, TV guide and search engine, according to CEO Roman Arzhintar.

One of the largest hurdles confronting online video is how to help viewers find what they want. Plenty of companies are trying to solve the problem by offering either powerful search engines (Blinkx) or by hosting as much quality video on their sites as possible (Veoh Networks and Joost).

SideReel has an index featuring links to TV shows, movies and other popular longer-format video attractions found online. The Web site doesn't host a single clip.

Want to watch a clip of the Colbert Report? Posted on SideReel is a link to the video at Viacom's How about an episode of Battlestar Galactica? SideReel can send a visitor to a copy of the show on Veoh Networks.

"We don't care where the video is at; we just want to get you," said Arzhintar, 34.

The site emerged following the executive shakeup at video sharing site Guba late last year. In addition to Arzhintar--Guba's former vice president of strategy and general counsel--four other former Guba employees are among the nine SideReel founders.

Arzhintar said Friday that the idea for the company was born out of what was learned at Guba. He stressed, however, that SideReel is not a video sharing site.

"We thought that the next stage of video is going to be about a better combination of search and delivery," Arzhintar said Friday, "because there are so many places where you can get great video."

In addition to offering a search engine, SideReel enables users to make recommendations, post reviews, add links or edit the database. They can inform the community about show times or just wax on about film.