Fizwoz's professional media connection comes in part through Brian Banmiller, a longtime CBS business correspondent and former anchor at KTVU, a Fox affiliate in Oakland, who signed on as Fizwoz chairman last month. "It's eBay for creative content," says Banmiller, who says he was struck by the potential to build a new, legal market model for both sellers and buyers.

The funky name? It's pronounced like FizWUZ and was partly inspired by "fiz," meaning "I did" in Portuguese, Shelton says.

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