Online video programming startup TidalTV has raised a $15 million first round led by New Enterprise Associates and Valhalla Partners, the company tells paidContent. At the moment, its site is in “coming soon” mode and the funding is intended to move along the development of TidalTV’s programming and platform. With offices in Baltimore and New York, TidalTV wants to position itself as a provider of streaming video that’s professionally produced.

The first round also included unspecified seed funding from Scott Ferber, a co-founder of AOL’s Advertising.com and TidalTV’s current chairman. Rounding out TidalTV’s executive team are CEO Mollie Spilman, former chief sales and marketing officer of Advertising.com; Chief Revenue Officer Brad Elders, former SVP of North American sales for Joost, and Chief Content Officer Bob Quicksilver, previously president of network distribution at Fox broadcasting.