PMC and ION Television have partnered on Entertainment News Television, a multi-platform breaking news service the companies announced Wednesday. ENTV will deliver daily hosted video segments of breaking entertainment stories from PMC’s sources and reporters to ION’s television audience of nearly 99 million households, as well as simultaneously to the partnership’s online outlets.

PMC’s entertainment brands include Nikki Finke’s, Bonnie Fuller’s, Michael Ausiello’s, and

The news service content partnership began to take shape in May 2011, after ION aired the first televised Young Hollywood Awards, which are owned and produced by PMC. PMC also owns the Hollywood Style Awards and the Breakthrough of the Year Awards.

“This innovative agreement allows us to benefit from the successful and explosive reporting which PMC’s family of entertainment sites brings to the marketplace, while allowing ION to bring this news to our viewers first, before it hits any of the other traditional entertainment outlets,” said Brandon Burgess, chairman and CEO of ION Media Networks. “ENTV is one of the first of many strategic steps in the coming months which will enhance ION’s high-quality programming with original content.”

PMC was founded by Jay Penske in 2004, and among its content distribution outlets are around 10,000 elevators across the country. Adding one to two-minute video reports  on entertainment news should be a good fit with that distribution, as well as increasing the stickiness of PMC’s websites by increasing the amount of multimedia content.

ION Television programming includes proven television series and movies. This partnership is part of the network’s initiative to introduce new original programming.

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Photo of James Roday, left, and Dulé Hill from Psych, now showing on ION