Arianna Gives AOL TV a HuffPost Makeover

Jaimie Etkin, former associate culture editor for Newsweek and The Daily Beast will run the rebranded site

AOL TV has been rebranded as HuffPost TV.

The retooled site, huffingtonpost.com/tv, launched Wednesday morning as part of editorial boss Arianna Huffington’s ongoing makeover of AOL's editorial properties.

Following the model established at The Huffington Post, it will feature prominent bloggers such as Aaron Sorkin, Norman Lear, Bill Maher and Dr. Phil McGraw.

"It's going to be a sophisticated, bordering on obsessive take on the most buzzworthy shows," Michael Hogan, executive entertainment editor at Huffington Post Media Group, told TheWrap. "But I also think we're going to be looking for ways to connect what's happening on TV to the broader culture."

Hogan said that Jaimie Etkin, former associate culture editor for Newsweek and The Daily Beast, has been hired to serve as editor. AOL TV's five staffers will move to the new site.

Also read: Arianna Huffington Launches 'HuffPost Divorce'

Hogan said that HuffPost TV will retain the television listings and show pages from AOL TV — but will have a different color. Moreover, its tone will better reflect the Huffington Post's.

"People really love to talk about TV, and they know that the Huffington Post is a place to have conversations online, so to me it's like the internet and TV were kind of made for each other," Hogan said.

"One of the primary objectives here is not just to kind of hear ourselves speak and pat ourselves on the back, but to really engage with an audience that we know is there," he said. "They're already there reading The Huffington Post and commenting on The Huffington Post, but also, we know there are all these communities around all these shows, so we want to provide the best possible venue for people to talk about the shows."

He said that people want to talk about the shows they've just watched — and that HuffPost TV will give them a place to do that.

AOL acquired The Huffington Post for $315 million this past February. When it did, it installed Arianna Huffington as president and editor-in-chief of The Huffington Post Media Group, which includes AOL properties.