Tristan explains how Apture.com unlocks the potential of the web and takes advantage of the medium we call the *web*. Tristan educated us on some history of film and the fact that I Love Lucy was the first television show where the camera was actually moved around for better points of view. Tristan gives this analogy as he explains how Apture is a *breakthrough* technology that makes it possible for anybody to select any information on the web and display it on their site.

More from the site:

Apture provides the first rich communication platform that allows people to intuitively experience the web.

With just one line of code, publishers and bloggers can quickly and easily turn flat pages of text into a compelling multimedia experience. Apture gives content creators the power to find and incorporate relevant multimedia items directly into their pages.

Readers can then access these items without ever leaving the page, providing them with a deeper and more meaningful web experience.
Background

The web is the richest communication medium ever conceived. It is the only medium that enables users to combine all forms of media — text, audio, video, images… you name it — with true interactivity. Today, however, the web is still mainly used to display flat pages connected by links to more flat pages. Why does the web have to be flat? Apture began by questioning the core principles of what the web could be, and focused on building toward ideals, while looking beyond the limits imposed by previous technologies.

Apture is paving the way toward a new era of the web, filled with incredible opportunities for communication and commerce that will have a significant impact on how we understand the world around us.
Corporate Info

Apture was founded by three Stanford Alumni and initially sprung out of conversations with the Stanford Knight Fellows, a group of distinguished Journalists from all over the world, on how to improve online news.

The company is funded by Angel Investors from the technology and media industry, including Paul Maritz, CEO and President of VMware, and Steve Taylor, former Executive Vice President of The Boston Globe. Beau Vrolyk, former Senior Vice President at SGI and Managing Director at Warburg Pincus, serves as Executive Chairman.

Apture, Inc. is a privately held company headquartered in downtown San Mateo, California.