Feeds

Microsoft gets deeper undercover with the Nine Network

Shades of spooks as JV renamed Mi9

Intelligent flash storage arrays

Microsoft has moved closer to its joint venture partner Nine Entertainment Co, launching a new overarching brand, Mi9, which tips in their aligned digital assets.

The move effectively quashes residual speculation that the long standing Ninemsn joint venture may be unravelling as the Nine Entertainment group moves towards an IPO.

The new corporate brand will be officially launched in early 2012, but the Ninemsn consumer brand will be retained for the online portal.

The new Mi9 group will include 80 brands' Australian presence, including Ninemsn, Hotmail, Messenger, Bing, Cudo, iSelect, RateCity, the Microsoft Media Network (MMN), Xbox and the newly launched Microsoft Advertising Exchange. In 2012 Skype advertising will be included in the group offering.

The new face of the Ninemsn JV is an attempt to revitalise its advertising proposition across its various digital properties

If and when the Nine Entertainment Co IPO happens, it remains to be seen where the group’s stronger performing assets such as Cudo and iSelect will remain in the JV portfolio or be split out into distinct assets.

Mi9 CEO Mark Britt said “we are evolving our corporate and trade brand to reflect the full scope of what we now offer, while keeping with the heritage of Microsoft and Nine. We believe the next phase of digital advertising will be defined by the marriage of two things ­ imagination plus intelligence.”

Britt’s "intelligence" referred to its technology and investment platforms, but one is reminded of the original MI9, which was Section 9 of the British Military Intelligence. ®

Beginner's guide to SSL certificates

More from The Register

next story
MI6 oversight report on Lee Rigby murder: US web giants offer 'safe haven for TERRORISM'
PM urged to 'prioritise issue' after Facebook hindsight find
Assange™ slumps back on Ecuador's sofa after detention appeal binned
Swedish court rules there's 'great risk' WikiLeaker will dodge prosecution
NSA mass spying reform KILLED by US Senators
Democrats needed just TWO more votes to keep alive bill reining in some surveillance
'Internet Freedom Panel' to keep web overlord ICANN out of Russian hands – new proposal
Come back with our internet! cries Republican drawing up bill
What a Mesa: Apple vows to re-use titsup GT sapphire glass plant
Commits to American manufacturing ... of secret tech
prev story

Whitepapers

Choosing cloud Backup services
Demystify how you can address your data protection needs in your small- to medium-sized business and select the best online backup service to meet your needs.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Designing and building an open ITOA architecture
Learn about a new IT data taxonomy defined by the four data sources of IT visibility: wire, machine, agent, and synthetic data sets.
10 threats to successful enterprise endpoint backup
10 threats to a successful backup including issues with BYOD, slow backups and ineffective security.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?