• by Gavin O'Malley  @mp_gavin, April 4, 2005

Scott Moore will leave MSN to join Yahoo!, where he will serve as vice president of content operations, effective May 2, Yahoo! confirmed on Friday. Moore, who will oversee a number of Yahoo!'s media Web sites, will report directly to former ABC Television chair Lloyd Braun, head of the Yahoo! Media Group in Santa Monica, California.

Moore's appointment renewed speculation among industry watchers about Yahoo!'s intentions as a media content provider. Yahoo!, headed by former Warner Bros. co-chair Terry Semel, has made other recent moves signaling an interest in original content, including hiring Braun and announcing plans to set up shop in Santa Monica.

"Semel's background, Lloyd Braun's appointment, and now this support the idea that Yahoo! sees a big opportunity in online entertainment/programming/content," said Greg Sterling, an analyst with The Kelsey Group. "I think it justifies increased speculation about the company's intentions and plans."

Moore said in a statement: "I believe Yahoo! is in the best position to meet the growing demand for compelling content on the Internet, and I'm looking forward to partnering with the most creative minds in the business to help make it happen."

Moore most recently served as general manager of the MSN programming group, where he managed editorial, design, and product development for four publishing teams, including MSN Channels, MSNBC.com, MSN Video, and MSN Autos. While he was general manager of MSN, Moore also served as president of MSNBC.com, and before then was publisher of the online magazine Slate.

"We believe Scott has the right combination of media and Internet experience, leadership skills, and business acumen to help realize the full potential of our media offerings," Lloyd Braun said in a statement.

The Kelsey Group's Sterling also said that Moore's experience with video-over-Internet and video advertising as head of MSN Video is significant for Yahoo!. "It's very clear that video search and online streaming/downloading TV and film content will be a significant distribution channel in the not-too-distant future, and potentially a significant source of revenue," Sterling said.