Media: MSN UK relaunches following overhaul

Microsoft has relaunched MSN UK, its online news and lifestyle portal, to give it a greater focus on original content, breaking news and deeper integration with its search engine Bing.

The relaunch was unveiled on 17 November and has been led by newly installed executive producer and ex-BBC editor Pete Clifton.

Content is categorised into five main channels: news, sport, entertainment, cars and lifestyle.

Video is no longer a channel in its own right but underpins these channels.

MSN is setting up a 24-hour newsroom to respond to events in real-time and break news around the clock.

It will also base some stories on what people are searching for in Microsoft's search engine Bing.

'It is a real bonus to have a search engine under our nose and quite a tasty thing to throw into the mix. It will not trump editorial but supports it, giving us a flavour of what is trending,' said Clifton.

There will be a particular focus on exclusives, such as interviews with celebrities and politicians and film trailers.

The editorial team has increased from 70 to 75. Clifton said MSN would be looking to produce up to 35 pieces of original content per day, which is the amount it previously produced in a week.

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