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SUNNYVALE, Calif. (AP) - Coming off a year in which it was overshadowed by several Internet rivals, Yahoo Inc. is piggybacking on some of the entertainment industry's leading brands in its latest attempt to bolster its own brand.
The "Brand Universe" initiative, unveiled at a media luncheon in Sunnyvale earlier this week, will showcase a pop-culture potpourri of TV shows, movies, video games and celebrities on 100 different Web sites that Yahoo plans to create later this year.
Each of the new sites will revolve around one of the entertainment brands tabbed by Yahoo for star treatment.
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