• Forbes.com, Friday, February 2, 2007 10:45 AM

Yahoo's media group is struggling to justify itself. Lloyd Braun, the former ABC programming expert who was put in charge of the division, is now gone, as is his strategy to create compelling new content. The media group hopes Yahoo is back doing what it does best: licensing content.

Going forward, Vince Broady, Yahoo Media's head of games and entertainment, says one of the Web giant's strategies is to show TV shows online. Telecom companies to makers of consumer electronics have the same idea. While Yahoo and others strenuously try to secure the support of the TV major networks, startups like Joost believe users will upload that content for free.

And what about the so-called Brand Universe? Broady says the push to create content around the world's top 100 brands, which some advertisers will pay for (no one knows which ones or how much) will result in lots of premium ad inventory. The idea is to create MySpace-like pages for brands, mostly video games, TV shows and movies, meshing content from sites like Del.icio.us and Flickr with third party reviews. Can't users already go News Corp.'s IGN.com and RottenTomatoes for that kind of info?

Read the whole story at Forbes.com »