E! Online extends ‘Net deal with AOL

More news, gossip on tap for AOL brands

E! Online has reupped its content and promotional deal with America Online for three years.

Under terms of the deal, E! Online and E! Entertainment Television will provide entertainment news and celebrity gossip across AOL’s brands, including interactive TV service AOL TV, rolling out later this summer, Netscape Netcenter, AOL Moviefone and messaging service ICQ.

While financial terms were not disclosed, similar content pacts with other media firms for real estate on AOL have gone well into the tens of millions of dollars.

E! Online had already been providing entertainment news programming to AOL and CompuServe members, but new agreement makes E! Online the anchor tenant on AOL’s Entertainment Channel and its celebrities arena.

E! Online will promote AOL via its online and offline campaigns. E! Online reaches about 5.4 million unique U.S. adult users per month.

In a separate example of synergy with its new partner Time Warner, AOL is readying to offer a high-speed version of its Internet service over Time Warner’s cable lines, signaling the possible shuttering of Time Warner’s similar but struggling service Road Runner.

Sources close to the deal said possible names for the new service include “AOL Broadband,” “AOL Time Online” and “Time Warner Online Powered by AOL.”

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