A new celebrity-gossip site has entered the already crowded market. Wonderwall is launched by MSN to take on other popular gossip sites like TMZ and OMG.

Production company BermanBraun will create the site. This gossip site will aggregate the entertainment-oriented content which is already available throughout MSN Network. Many of the BermanBraun peole who worked on this project have experience on the entertainment news area.

“We looked at the same issues we had when we were at Yahoo in the formation of Wonderwall,” BermanBraun principal Lloyd Braun said. “But we took it to the next generation of design and programing.”

Alex Flagg, founding editor of VH1’s “Best Week Ever” blog will lead the site. The site management said that it will take a middle route of people friendly and PerezHilton. “We’ll try to be edgy but respectful,” MSN general manager Rob Bennett said.

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