Struggling online video service ROO Group has adopted a new name and corporate image. To better reflect its focus on helping consumer brands and content owners make the most out of their online assets, ROO has become KIT digital. In the company's own words, KIT digital represents its "operational platform and focus on 'Knowledge, Imagination and Technology' to provide its clients with the strategies and tools necessary to harness the significant potential of Internet video."

Last month, ROO added mobile networks to its strategy through a content distribution agreement and plans to purchase Kamera Content, a Swedish company whose solutions let companies such as Vodafone, MSN and China Mobile deliver IPTV to their customers via both mobile and online networks.