In a highly competitive era, independent tinkerers who are convinced they have a big idea can face big problems getting the idea to market.

But a television news anchor and the owner of a volleyball league spawned Zunafish, a singularly simple-to-use media trading site.

"We have no background in technology. I think we always thought from the start that it was a big idea. There are hundreds of billions of dollars of idle media materials sitting in people's homes."