NEW YORK: "Celebrating the sell" is the unashamed raison d'etre of a new branded entertainment website, to be known as Honeyshed. Aiming for a summer launch stateside, the site is a joint venture between French-headquartered Publicis Groupe and small New York ad shop Droga5.

Creative chairman of the latter and erstwhile Publicis executive David Droga describes the site as "QVC meets MTV".

It will offer three sections: studio produced shows, some of which will be streamed live; webisodes or series specially created for brands; and competitions and giveaways.

Honeyshed-created videos are intended to be posted on sites such as YouTube or MySpace, where advertisers will pay each time they are viewed.

Comments Publicis chairman/ceo Maurice Lévy: "I think under the influence of the digital interactive world, society and consumers will be more difficult to reach and brands need a channel of communication that is different."

Data sourced from Wall Street Journal Online; additional content by WARC staff