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Firedup.com snuffed out

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FiredUp.com - the entertainment auction site from Rupert Murdoch's News International - has shut down.

A notice on its site reads: "End of an Era

"Unfortunately the candle has burnt out on FiredUp.com Thank you for all of your support in the past."

The short note is signed by the "FiredUp Team". What's left of them.

Apart from the guff about burnt candles, the notice is right about one thing. It is the end of an era - an expensive, failed era when Murdoch thought that chucking money at the Internet would deliver results. It didn't.

When News International effectively closed its new media operation last summer with the loss of dozens of jobs FiredUp.com was lucky to stay intact. At the time insiders claimed that FiredUp.com had burnt £60 million mostly on advertising and promotion - drawing much criticism from within the giant media organisation.

No one from News International was available for comment by press time. ®

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