London-based content marketplace ScreenHits has raised $1.2 million in its first financing. High net worth individuals such as Rory Fleming, Flemming Lund, and Lord Reay, backed the angel round, according to TechCrunch.

The British startup will use the raised capital to enhance its product and business. It will also fund its audience-building campaigns, the report added.

ScreenHits is a web-based platform where content producers can market their content to broadcasters and consumers directly. All the content on the site are filtered and curated. Because of this, broadcasters are able to easily find the top content based on their location, according to ScreenHits' CrunchBase profile.

Buyers, on the other hand, are able to choose from an algorith-determined set of recommended shows. Consumers can watch the shows for free, or buy them for an affordable price. In addition to the direct-buying advantage, consumers also get the chance to decide if a pilot season of a show will be continued or not, CrunchBase explained.