August 20, 2007, 12:00 AM

DietTV.com names Elaine Rubin to its board and lands $2 million in funding

DietTV.com has named Elaine K. Rubin, chairman of online retailers trade group Shop.org, to its board of directors. Ken Seiff, former CEO and founder of online retailer Bluefly, founded DietTV.com, a social network for dieters, in 2006.

Kurt Peters

Executive Editor

DietTV.com has named Elaine K. Rubin, chairman of online retailers trade group Shop.org, to its board of directors. Rubin is a former executive at Amazon Enterprise Solutions, 1800Flowers.com and iVillage.com.

It has also named to its board Michael B. Aronson, managing director of MentorTech Ventures, which invests in early stage technology companies with a primary focus on those companies originating at the University of Pennsylvania, as well as companies founded by alumni with successful track records. Aronson’s appointment follows a $2 million Series-A round of investment led by MentorTech Ventures.

DietTV.com bills itself as a social network for dieters. Ken Seiff, former CEO and founder of online retailer Bluefly, No. 131 in the Internet Retailer Top 500 Guide, founded DietTV.com in 2006. Seiff has been a member of the Shop.org board.

"I am pleased to join the DietTV.com board. As a huge believer in targeted communities, I have seen firsthand the positive impact when like-minded people unite around a shared interest to empower significant change, and simultaneously generate robust revenue opportunities for the companies that serve them," Rubin says. "DietTV has created a highly personalized and interactive experience that serves an actively engaged, health-minded community of nearly 75 million people trying to lose weight."

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