E! Co-Founder Alan Mruvka Launches New Website TheLookTV.com

E! Entertainment Television co-founder Alan Mruvka has launched a new website called The Look (TheLookTV.com). The Look focuses on fashion and celebrity news and is monetized through e-commerce sales.

“When I was pitching E!, I used to say that TV is like a newspaper; there’s headlines and sports, but there was no (entertainment) section,” stated Mruvka. “Now TV is like a magazine stand, with golf and food and everything else — it’s narrowcasting. Well, the thickest magazines are fashion magazines; that’s where the money is. The Look is as if you were to take InStyle magazine and make a network out of it.”

The Look has been in development for about three years and has $10 million in self-raised investment capital. Mruvka compares The Look to a combination between E! and its spinoff channel the Style Network.


This article was written by Amit Chowdhry. You can follow me at @amitchowdhry or on Google+ at
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