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Jay Penske Clicks Into TV Entertainment News Game

Good scoop for Wall Street Journal TV reporter Lauren Schuker. She is the first to report about a new tentacle of the Jay Penske-PMC media empire, something called Entertainment News Television (entv).

Starting this week, a roster of personalities including HollywoodLife.com’s Bonnie Fuller, TVLine.com’s Michael Ausiello, and yes, Deadline.com’s Nikki Finke, will start dropping into elevators, taxicabs, and partner ION TV’s broadcast network to help deliver short entertainment news video snippets. Unlike Fuller and Ausiello, however, Finke will materialize in voiceover form only. Sorry.

According to Schuker, the text side of Penske’s PMC content operation is already embedded to some 10,000 elevators across the country. These new one to two-minute video reports, which will showcase breaking news as needed, are a logical next step that also provides PMC with rich media content for its own websites.

Start-up costs for the operation are reportedly a little under the $1 million mark and are being equally shared, like any future advertising revenues, by PMC and ION.

[To watch the sizzle reel and sample entv report hosted by Chelsea Cannell, click here.]

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