Fox adapts two US websites in bid to attract UK audience

Fox Interactive Media, the digital division of News Corporation that includes, is adapting two US websites from its IGN Entertainment network for the UK.

Both the movie review website and the men's lifestyle site are established sites in the US, but do not have a significant presence here.

Fox has started to redirect users keying in the web addresses to UK editions of the sites, hosted at and and plans to adapt them to be more appropriate for a UK audience, with UK content. They are understood to be using British journalists.

Representatives from the division have been talking to media agencies about the changes they have been making to the sites, to bring in advertisers attracted to their core young male audience. analyses press and online reviews of movies, DVDs and games, rating them an average score by a number of rotten tomatoes. The site also hosts forums, movie news and features. is an upmarket male lifestyle website, which could compete with UK magazine websites such as NatMags' or Conde Nast's It contains sections on dating, women, fashion, money, fitness, and entertainment.

One industry insider suggested that the improvement in content to these websites would prompt collaboration with sister companies Sky and MySpace to provide a significant network advertising buy.

According to US research company comScore, had 3.4 million unique users in October in the US - had 2.4 million for the same month. In the UK, had 664,000 unique users in that month, while had 455,000.

News Corporation acquired the online video gaming entertainment company IGN Entertainment in September last year for £350m. This followed the acquisition of Both became part of the new Fox Interactive Media division.

In the US, IGN Entertainment also operates the sports websites, and, as well as news site, and karaoke site

Fox Interactive Media declined to comment on its UK plans.

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