Internet portal Yahoo! today unveils a new online broadcast service, containing an expanded range of multimedia audio and video content.

By concentrating all its broadcast offerings in a single destination, the portal aims to create “the premiere entertainment site on the web,” according to senior vp Ellen Siminoff.

Media partners include Disney-owned, supplying entertainment and news content;, which contributes full-length films; and, which supplies wildlife and ethnographic programming.

The new service is designed not only to attract more visitors to Yahoo!, but also more advertisers. Instead of banner ads, the portal intends to offer marketers the chance to run similar spots to those on TV. Explained Siminoff: “I think this is a great way to attract new advertisers. It offers them the opportunity to put up the kind of creative ad unit that people haven't yet been able to offer on the web.”

News source: New York Times