COMPANY TOWN

Multimedia: InterActive Partners, run by entertainment entrepreneur Robert M. Fell and 3DO game player developer David Morse, has received financial backing from Bell Atlantic Corp., the Interpublic Group advertising network and two Silicon Valley venture capital firms to develop programming for interactive television. The venture is one of the first significant forays by the advertising industry into the world of new media. InterActive, based in Los Angeles and Saratoga, Calif., is recruiting chief executives for three new multimedia companies: VideoStream, a TV shipping venture; the New Children’s Studio, and Silicon Gaming. The latter will design applications of high-quality graphics and animation for the gambling industry.