Fora.TV, a distributor of online video for a discerning audience, has raised a $4 million first round from Adobe (NSDQ: ADBE), William Randolph Hearst III (affiliated with Kleiner Perkins) and other unnamed investors, reports Beet.TV. The SF-based site previously said it had raised $2 million. Distribution partners include C-SPAN and various political think tanks, and current featured videos include discussions with Henry Kissinger, Howard Fineman and Arianna Huffington. It hopes to make money through the quality of its audience, as opposed to the quantity. As CEO Brian Gruber explains in an interview, Fora.TV can set up sponsored channels—it currently has o health and wellness channel sponsored by Pfizer—allowing companies to reach their desired demographic with the use of engaging content.

• Online Political Science Video Channel Fora.tv Completes Seed Round Just Shy Of $2 Million