Eight Sussex new media firms were selected to take part in a venture capital forum, the final stage of a five-step programme devised and run by Wired Sussex.

Forty investors, representing venture capital firms, corporate inves-tors, incubators and business angels, met in London to listen to the Sussex firms.

Emily Aitken, Wired Sussex strategic partnerships manager, said: "Many local new media businesses need help getting their investment plans ready and investors need screened investment opportunities, so our programme is ideal.

"Rather than wading through 50 business plans a day, investors can come along to our events and see funding pitches from a carefully-selected group of entrepreneurs.

"You can't underestimate how difficult it can be for an entrepreneur to meet, let alone talk, to an investor.

"We make it easy for this matchmaking process to take place."

Two firms chosen to take part in the latest event were Brighton-based AuntieGravity, developers of sound technology hardware, and Henfield-based music company, thewhite label.com.

AuntieGravity founder David Herman said: "I was producing voice recognition software and found there was not a good enough noise-cancellation microphone on the market. I decided to make a piece of hardware which would do the job and I realised it would have many applications for other products, such as mobile phones.

"It took about eight months to develop the necessary electronics and I now have a patent pending.

"At the event, I demonstrated a prototype of the hardware.

"It was a very scary situation to stand up and talk in front of potential investors after spending so long in the research stages but it went very well and I had a lot of interest afterwards.

"It's very early stages and there's plenty more talking to do but this kind of opportunity doesn't come along every day."

He planned to sell the idea on licence rather than manufacture it and was in negotiation with some of the major mobile phone companies.

He said: "Whether the event generates the investment I need or whether I can convince other businesses of the potential for this product, I am sure it will be in development soon."

Dance music experts at thewhitelabel.com have devised a system for using the internet to gain feedback about new tracks.

Record labels test the market by sending music and feedback forms to DJs.

The company extends the research base by making digital versions of the tracks available for instant online comment at a secure web site.

Co-founder Nic Vine said: "Our system is faster, higher quality and can handle more volume than existing methods.

"We can automatically analyse feedback to deliver reports to owners.

"It has a lot of potential but getting access to people with money in the bank can be very difficult.

"Combined with hard work and a bit of luck, this type of access at the right time can be invaluable.

"We gained three positive leads from the day in London.

"The event was the first chance we had to hear pitches from the other companies and it was fascinating to see the the great things coming out of Sussex.

"It was good to get the chance to chat with other start-ups to get the stimulus and sanity check of talking with people in similar positions."

Wired Sussex is shortlisting entrepenuers for its next venture capital forum, to be held on July 25.

Any business wishing to be considered for inclusion can find out more at the Wired Sussex web site or by calling 01273 666830.

Wired Sussex executive director Sarah Turner will be leaving at the end of June after four years in the post.

Her new role is helping to establish partnerships between UK and North American media companies from a base in Brighton.

Wired Sussex has advertised the £40,000-a-year post.

www.wiredsussex.com