E! Entertains Advertisers With Digital Refresh

Comcast's E! Entertainment channel has overhauled its website, on Monday revealing an online brand refresh to better showcase the site's content and ads.

Debuting a refreshed visual branding system and new slogan, “Pop of culture,” the website now features a “liquid” publishing and advertising platform, changing dynamically to reflect the brand as the go-to destination for all things pop culture, according to the New York Times.

“We need a site that can present all the content we have,” commented John Najarian, EVP and GM for digital media and business development at E!, one of the cable TV networks owned by Comcast's NBCUniversal arm, to the Times. “And our second goal is, How do we make the advertiser feel more special?”

For the redesigned website, “advertising is baked in with the content,” added Najarian, and “will not be in a set place every time.” The more visual new look resembles Yahoo's omg! pop culture portal.

Samsung is exclusive presenting sponsor for the first week, promoting its new Galaxy S III smartphone, and their display ad across the top will read something like, “The new E! Online, presented by the new Samsung Galaxy S III.”

E! Online has filed for a patent on the new digital platform which will be shared with its sibling NBCU channels. Launched in 1996, the website reaches 6 million unique U.S. users monthly, according to ComScore, while the E! TV channel is available to 97 million cable and satellite subscribers in the U.S.

As for reactions, check out some of the Twitter responses below — and tell us what you think in the comments. A big improvement over the old eonline.com?