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(May 14, 2001) -- Entertainment site E! Online is in the process of rolling out elements to create a new look for the site, which is a sibling property to E! Networks cable channel the E! Entertainment Network.

The enhancements include an improved presentation of the home page with more elements and more viral components such as a feature that permits visitors to e-mail stories and print them.

The site is also selling the popular new skyscraper ad unit, which runs vertically down the right-hand of some interior pages. E! Online has content distribution deals with properties including America Online and Microsoft Corp.'s MSN network of sites.

As with many media properties, the site is also upping the synergy between the cable channel and Web site. Eonline.com is currently coordinating certain content with the cable channel, such as chats with E! personalities like Ted Casablanca and streaming video from the E! True Hollywood story series.

Current advertisers on the site include Coca-Cola Co.'s Diet Coke and Procter & Gamble Co.'s Crisco.com.

Copyright May 2001, Crain Communications Inc.

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