Founded in 2006, Kirkland start-up company Onecast, Inc. launched the online “1Cast” consumer news service Nov. 19 in private beta form in partnership with national and international news programmers. The private company, funded by telecom businessman Craig O. McCaw, is attempting to personalize access to the very latest video news coverage of their favorite topics on the desktop and their iPhone and iPod touch devices.

“A massive shift in the media industry is underway,” said OneCast President Anthony Bontrager. “Just as cable news networks dramatically altered the media landscape in the last decade, the Internet is changing both consumer expectations and opportunities for broadcasters and programmers.”

To successfully launch 1Cast, the company announced the hiring of former msnbc.com VP Travis McElfresh as Vice President of Technology. McElfresh oversaw product development, software architecture, engineering and Web operations for msnbc.com, NBCSports.com, NightlyNews.com and TodayShow.com over the last five years for the Redmond-based media company.