• TechCrunch , Monday, June 2, 2008 11 AM

TechCrunch's Michael Arrington said advertisers should be keeping their eyes peeled for Ashton Kutcher and Jason Goldberg's Katalyst Media, as it prepares to launch new interactive Web content. Arrington got a special visit from the Hollywood players and says we are in for "entertaining stuff" that "advertisers in particular are likely to flock" toward.

Katalyst Media has been involved in a Web venture with AOL since 2006 that recently dissolved because the content was deemed too racy for Time Warner's taste, Kutcher and Goldberg decided to go at it on their own. They recently hired developers and a chief technology officer.

Arrington said "the new content isn't just entertaining, it's highly engaging with users and they definitely have a monetization strategy that goes beyond display and pre/post roll ads." Unfortunately, he can't divulge much more than that. Kutcher did reveal that Katalyst won't be trying to lock people into their content. "If people steal our stuff, it's fantastic" he said.

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