• by Gavin O'Malley  @mp_gavin, November 3, 2008

Finding creative ways to produce content amid widespread cost-cutting, AOL Living today is expected to launch a 5-minute video feature highlighting the top five morning show moments of the day.

Created for time-strapped consumers, "Morning Rush" will feature highlights from "Good Morning America," "The Today Show," "The CBS Early Show," CNN's "American Morning," and Fox News' "Mike & Juliette." It will be posted each day by noon.

"Our strategy is to find new ways to bring our audience relevant information they need in a format that works with their busy lives," said Colleen Curtis, editorial director of AOL Women's & Lifestyle division.

Procter & Gamble has signed on as the key advertiser. "We are launching with Procter & Gamble as a major advertiser across the program," said Curtis, "but there will be many opportunities for advertisers to participate."

To cut costs and focus the company's direction, AOL is in the process of eliminating various services. Hometown AOL, a service that hosted Web sites for AOL customers, closed down at the end of October. The AOL Pictures photo-sharing site, meanwhile, is expected to close by the end of the year.

Curtis declined to comment on AOL at "a corporate level." She did, however, hold up AOL Living's strong user numbers to explain its likely immunity from any future cost-cutting.

AOL Living has 16.1 million unique visitors and is one of the top three women's online destination sites, according to a September comScore Media Metrix report. In addition, year-over-year, AOL Living is up 5.6% in unique visitors and 29.2% in page views.

"Morning Rush" will include the ability to vote on the best clip of the day and will offer users the opportunity to comment on the clips and to join in the national conversation.

In the coming months, there will also be a "Morning Rush" widget that allows users to send it to their friends and colleagues as well as take it "on the go" with them, or place on their Facebook page and other sites.