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The co-founder of E! is launching a celebrity-focused online network complete with several programs in the hope of establishing a new brand in the entertainment programming space.
Alan Mruvka created E! (then called Movietime) 23 years ago with Larry Namer. Last week, he returned to his roots with the launch of the Look, a new site at thelooktv.com that aims to blend fashion and celebrity programming with an e-commerce sales site.
“When I was pitching E!, I used to say that TV is like a newspaper; there’s headlines and sports, but there was no (entertainment) section,” Mruvka said.
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