Celebrity gossip website Holy Moly has agreed to sell a 50 per cent share to Endemol, the international television company responsible for shows such as Big Brother.
Terms of the financial deal were not revealed, however, announcement of the new arrangement led to Holy Moly’s editor revealing his identity publicly for the first time.
Jamie East, who was previously known only as Mr Holy Moly, revealed that he was working in Sky’s mobile and broadband operation before leaving to dedicate himself fulltime to his gossip website in 2005.
Endemol and Holy Moly are now expected to work together expanding the company beyond it traditional UK base and developing TV and multi-platform projects.
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