DiFranza wanted to find out how he could build value into his idea. Captivate allows building managers and hotel managers to relay specific internal messages. Doyle, manager of Seaport Hotel, says his assistant can change messages at a moment's notice. When a particular group or dignitary arrives, the hotel can instantly put in a welcoming message, Doyle says. DiFranza says the focus right now is not on selling advertisements.
All efforts are on securing a second round of funding and expanding the network.
When the company does solicit on-screen advertisers, DiFranza promises the ads will not be intrusive. They will be Internet-style banners at the bottom of the screen. The Captivate Network's own web site eventually will serve as a link to content suppliers so viewers can seek additional information on line. All of which makes DiFranza very pleased with the idea that came from one elevator ride, and he hopes it will take him to the top.