Yahoo!, ‘ET’ Create Entertainment Web Site

NEW YORK Yahoo! has teamed with Entertainment Tonight to develop a cross-platform Web destination that is home to breaking entertainment and celebrity news.

The site, called ET on Yahoo! Entertainment, aims to drive viewers to the entertainment-news-magazine show and meet the growing demand for entertainment information on the Internet. According to Nielsen/NetRatings, a part of Adweek parent VNU, approximately 102 million people consumed entertainment content on the Web in July.

Jim Moloshok, svp of Yahoo!’s media, entertainment, information and finance unit, described the destination as a “vehicle for advertisers who are interested in reaching a quality audience in [an] online entertainment environment.” The site is accessible at et.yahoo.com or www.ETonline.com.

Terms of the deal were not disclosed. The partnership also includes eight yearly mini-destinations that focus on major entertainment events, such as the 55th Annual Primetime Emmy Awards.

“In our ongoing efforts to expand our online visibility, finding the right Internet partner whose reach equaled the scope of ET viewers was key in targeting Web users with an affinity for entertainment news,” said Michael Mischler, evp of marketing at Paramount Domestic Television, the company that produces and distributes ET.