Endemol U.K. has taken a 50 percent stake in the U.K.’s largest independent entertainment website Holy Moly. Endemol and Holy Moly will develop new multi-platform entertainment ideas and launch the site in new markets internationally.


Along with the announcement of new plans for expansion in partnership with Endemol, the site’s owner, known only as “Mr. Holy Moly,” is going public with his real name, Jamie East, for the first time.

Holy Moly was first established as a celebrity gossip website in 2002. In recent years, it has been listed along with The Huffington Post, TMZ and Perez Hilton in the Guardian’s “The World's 50 Most Powerful Blogs.”

“Holy Moly is a brilliant success story in online entertainment,” says Tim Hincks, chief executive officer of Endemol U.K. “That makes it a great fit for Endemol and Jamie is an inspired creative talent who we are tremendously excited to be working with."