Will Hollywood's most pioneering executives help MSN become a player in advertiser-supported entertainment on the Internet? MSN, the Microsoft portal is betting in millions of dollars and MSN had signed an agreement with BermanBraun, a Los Angeles production company founded by Gail Berman, formerly a top executive at Fox Broadcasting, Paramount Pictures and Lloyd Braun, who previously led divisions of Yahoo and Walt Disney Company.

BermanBraun will build and maintain this new entertainment-focused site which the company calls it a "destination" site - within the MSN portal. The new unnamed site is scheduled to make its debut by 2009. It will have a blend of advertising with entertainment news, original video programming and games. Essentially, BermanBraun has been hired to help program and sell advertising for a television network - except that this network is a Web site.