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News International has got an Internet strategy. Another one. This time, Rupert Murdoch's monster media company has set up a separate outfit to handle the development of its online strategy. But far from simply migrating its content -- The Sun, Times et al -- online, News Network Ltd is planning to create a number of e-businesses based on its offline collateral. Not only will it build on its existing brands, News Network is keen to build completely new ones, such as its online entertainment site, FiredUp.com. It is also planning to ensure that whatever is created will be available not just on the Web, but also on digital TV and via WAP -- and anything else that comes along in the future. In effect, News Network's new strategy goes against the grain of traditional ecommerce development. Instead of being an e-business in search of content, here's a publishing company looking to enter the world of commerce. Tony Hall, marketing director of News Network said today: "The plan is to generate a number of Web-based business. "We're not just a dotcom -- we're a new media company," he said. Regarding News International's haphazard new media strategy in the past (News International Digital Publishing, CurrantBun.com, Bun.com, Murdoch stating the Net was a load of puff... etc, etc) Susan Boster, chief commerce and marketing officer admitted that the strategy had been "fragmented", but that it was fine now. Time will tell. ® Related stories: News Corp mogul talks down the Web Murdoch loves Web. True Times promotes Murdoch interests with call for Free Net CurrantBun goes stale, gets thrown in bin UK tabloid papers launch Web access for the masses

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