BSkyB flags web intent with Mykindaplace deal

The business will become part of Sky's multi-platform content division, Sky Networked Media, which will use its web design expertise to launch specialist sites, with the first expected before the end of the year.

James Baker, managing director of Sky Networked Media, said the acquisition would accelerate the expansion of Sky's web portfolio.

Mykindaplace.com will continue to sell its own advertising inventory and Charlie Redmayne will remain managing director.

The acquisition follows the launch of Sky's broadband service last week and confirms chief executive James Murdoch's commitment to new media.

Sky insisted that although its sites may have community elements, it is not seeking to ape MySpace, which is owned by its parent, News Corp.

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